WOOD RESEARCH Volume 63, Number 4, 2018
Qian Wan, Ge Ge Wang, Ya Chi Zhang, Sha Sha Song, Ben Hua Fei, and Xiao He Li

Cognitve processing torword traditional and new chinese style furniture evidence from eye-tracking technology

Eye-tracking technology was shown to have the ability to indicate human’s cognitive preferences toward objects. Using eye-tracking technology to study the cognitive preferences on different Chinese furniture style may have the potential to promote the furniture design from a novel perspective. Experiment was designed to test the differences of eye movement index (total fixation time, average fixation counts and average pupil diameter) within variables of gender, major and furniture styles. Participants were asked to observe two sets of different styles of Chinese furniture pictures on computer screen. Significant differences of total fixation time and average fixation counts were found between different furniture styles (p<0.01), gender (p<0.001), but not in major (p>0.05). Significant difference was also found in average pupil diameter in different furniture styles (p<0.01) and gender (p<0.01).Subjects’ fixation time stayed longer on new Chinese style furniture pictures than traditional furniture pictures. The results indicated that compared to traditional Chinese style furniture, people tend to take more interest in the new Chinese style furniture. Gender as a factor had a significant influence on the cognitive processing towards the viewing of pictures of the Chinese style furniture. Meanwhile, subjects paid more attention to the decorative details on the furniture, implying appropriate design and decoration may improve people’s interest to the furniture.

WOOD RESEARCH Volume 63, Number 1, 2018
Qian Wan, Sha Sha Song, Xiao He Li, Qi Zhang, Xiao Yang, Ya Chi Zhang, Ben Hua Fei, and Li Hong Yao

The visual perception of the cardboard porduct using eye-tracking technology

Consumers’ visual perception towards the product’s appearance can largely affect their preference and purchase intention of the product. Recently, the cardboard product, as a kind of environmentally friendly product, is becoming more and more popular in the market. Therefore, understanding the perception of consumers’ visual evaluation toward different cardboard products is crucial for cardboard product design. This study used eye-tracking technology and subjective evaluation together to investigate people’s visual perception evoked by different cardboard products. Nine different cardboard products’ pictures chosen from the internet were divided into three different types and three different assembly structures. Participants were then asked to observe those pictures when their eye movement behaviors were recorded by an eye tracker. Additionally, a questionnaire about the participant’s fondness and purchase of those cardboard products were filled out after the eye-tracking test. Consumers spent less average fixation duration on the cardboard product with more usability and more familiar form to evaluate their appearances. And stronger fondness and purchase intention of those kinds of cardboard products were showed in consumers’ visual perception. The exploring of the eye movement measurement on the visual perception can provide an accurate method for designers to better understanding the consumer’s fondness and purchase intention of the cardboard product. Taking consumers’ eye tracking metrics into account may help the product design meet their real needs in the cardboard product market.