TY - GEN
T1 - Culture-based color influence paths analysis by using eye-tracking devices
AU - Wu, Bo
AU - Nishimura, Shoji
AU - Jin, Qun
AU - Zhu, Yishui
N1 - Funding Information:
This work was supported by Waseda University Grant for Special Research Projects (No. 2019C-357), Funds for International Scientific and Technological Cooperation Project of the Shaanxi Province, China (No.2017KW-015) and the Fundamental Research Funds for the Central Universities, CHD (300102249310).
Publisher Copyright:
© 2019 IEEE.
PY - 2019/8
Y1 - 2019/8
N2 - 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.
AB - 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.
KW - Color preferences
KW - Cultural variation
KW - Eye-movement analysis
KW - Eye-tracking
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U2 - 10.1109/DASC/PiCom/CBDCom/CyberSciTech.2019.00026
DO - 10.1109/DASC/PiCom/CBDCom/CyberSciTech.2019.00026
M3 - Conference contribution
AN - SCOPUS:85075118863
T3 - 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
SP - 66
EP - 71
BT - 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
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 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
Y2 - 5 August 2019 through 8 August 2019
ER -