The analysis of store image concerning the visual point tacking of the consumers on viewing the window display
Part of : WSEAS transactions on business and economics ; Vol.6, No.2, 2009, pages 87-97
Issue:
Pages:
87-97
Abstract:
The models of global economy, society, culture and business have changed greatly as a result of theimprovement of scientific development and the standard of living. Window display has propagandized mediaeffect. Consumers can get fashion information from shop windows; stores can attract consumers and stimulatetheir purchase desire. The main purpose of window display is to attraction consumer’s attention, deliver theproduct’s information and induce consumer’s memory connection. Therefore, vision composition of windowdisplay can create psychological feeling and emotion and it will be the first store image information received byconsumers; it mainly influences consumer’s decision of whether to stay or make a purchase and so it turns outto be the key factor which determines the success of window display. This research is based on themultitudinous conditions of the vision requirement and the numerous complicated formations of the windowdisplay in order to satisfy the visual perception. Through the measurement of the eye-tracker equipment (FaceLab), we seek to understand while the consumers are viewing the window display, how can the various designaffect the visual focus and the route production of the consumers. Therefore, it is known through the result ofthis research’s experiment that 1) when the subject is viewing the windows display, the first visual focus isplaced on the central position of the windows, and the visual tracking is been emphasized on the displayedproducts; 2) The different display position of the products will cast an effect on the concentration distributionof the subjects when viewing the window display; 3) generally speaking, when the subjects are viewing thewindow display samples, the order of the first five fixation points of the visual tracking transit in a clock-wisedirection, the first is to view the displayed products, and then it’s the project, the properties and the backgroundof the theme; 4) the difference in the design of the window display is the cause for the different visual landingpointsof the consumers, moreover, the concentrated region of the visual tracking will be different as well.
Subject:
Subject (LC):
Keywords:
store image, window display, eye tracking
Notes:
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