Culture-based color influence paths analysis by using eye-tracking devices

Bo Wu, Shoji Nishimura, Qun Jin, Yishui Zhu

研究成果: Conference contribution

3 被引用数 (Scopus)

抄録

With the development of eye-tracking technology, existing studies verified the effect of culture on people' s color preference by their eye-movements. However, prior studies usually see Asians to be holistic, and for specific colors, the details of these effect's type and influence paths are remains in black box. In this paper, we focus on the difference between Chinese and Japanese who have similar but different cultures and try to identify the specific colors' influence paths which have affect their final product selecting by analyzing the data collected from eye-tracking devices. Base on the results of mediation and moderation tests, the finding proves that people's eye-movement metrics have mediated the effects of specific colors on their products selection, and their culture as an important moderation factor have moderate the same process partly. The results can provide guidelines for products design or visual marketing management.

本文言語English
ホスト出版物のタイトルProceedings - IEEE 17th International Conference on Dependable, Autonomic and Secure Computing, IEEE 17th International Conference on Pervasive Intelligence and Computing, IEEE 5th International Conference on Cloud and Big Data Computing, 4th Cyber Science and Technology Congress, DASC-PiCom-CBDCom-CyberSciTech 2019
出版社Institute of Electrical and Electronics Engineers Inc.
ページ66-71
ページ数6
ISBN(電子版)9781728130248
DOI
出版ステータスPublished - 2019 8
イベント17th IEEE International Conference on Dependable, Autonomic and Secure Computing, IEEE 17th International Conference on Pervasive Intelligence and Computing, IEEE 5th International Conference on Cloud and Big Data Computing, 4th Cyber Science and Technology Congress, DASC-PiCom-CBDCom-CyberSciTech 2019 - Fukuoka, Japan
継続期間: 2019 8 52019 8 8

出版物シリーズ

名前Proceedings - IEEE 17th International Conference on Dependable, Autonomic and Secure Computing, IEEE 17th International Conference on Pervasive Intelligence and Computing, IEEE 5th International Conference on Cloud and Big Data Computing, 4th Cyber Science and Technology Congress, DASC-PiCom-CBDCom-CyberSciTech 2019

Conference

Conference17th IEEE International Conference on Dependable, Autonomic and Secure Computing, IEEE 17th International Conference on Pervasive Intelligence and Computing, IEEE 5th International Conference on Cloud and Big Data Computing, 4th Cyber Science and Technology Congress, DASC-PiCom-CBDCom-CyberSciTech 2019
国/地域Japan
CityFukuoka
Period19/8/519/8/8

ASJC Scopus subject areas

  • 人工知能
  • コンピュータ ネットワークおよび通信
  • ハードウェアとアーキテクチャ
  • 情報システムおよび情報管理
  • 情報システム
  • 安全性、リスク、信頼性、品質管理
  • 制御と最適化

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