The following information was submitted:
Transactions: WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS
Transactions ID Number: 31-831
Full Name: Wen Cheng Wang
Position: Lecturer
Age: ON
Sex: Male
Address: 111 Gong Jhuan Rd., Chung Ho, Taipei, Taiwan
Country: TAIWAN
Tel: 886-2-8941-5156
Tel prefix:
Fax: 886-2-8941-5124
E-mail address: wcwang@cc.hwh.edu.tw
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Title of the Paper: The Analysis of Store Image Concerning the Visual Point Tacking of the Consumers on Viewing the Window Display
Authors as they appear in the Paper: Wen-Cheng Wang,Ying-Hsiu Chen,Chen-Yuan Kao
Email addresses of all the authors: wcwang@cc.hwh.edu.tw,p3897103@mail.ncku.edu.tw,p3895105@mail.ncku.edu.tw
Number of paper pages: 11
Abstract: The models of global economy, society, culture and business have changed greatly as a result of the improvement of scientific development and the standard of living. Window display has propagandized media effect. Consumers can get fashion information from shop windows; stores can attract consumers and stimulate their purchase desire. The main purpose of window display is to attraction consumer¡¦s attention, deliver the product¡¦s information and induce consumer¡¦s memory connection. Therefore, vision composition of window display can create psychological feeling and emotion and it will be the first store image information received by consumers; it mainly influences consumer¡¦s decision of whether to stay or make a purchase and so it turns out to be the key factor which determines the success of window display. This research is based on the multitudinous conditions of the vision requirement and the numerous complicated formations of the window display in order to sa!
tisfy the visual perception. Through the measurement of the eye-tracker equipment (Face Lab), we seek to understand while the consumers are viewing the window display, how can the various design affect the visual focus and the route production of the consumers. Therefore, it is known through the result of this research¡¦s experiment that 1) when the subject is viewing the windows display, the first visual focus is placed on the central position of the windows, and the visual tracking is been emphasized on the displayed products; 2) The different display position of the products will cast an effect on the concentration distribution of the subjects when viewing the window display; 3) generally speaking, when the subjects are viewing the window display samples, the order of the first five fixation points of the visual tracking transit in a clock-wise direction, the first is to view the displayed products, and then it¡¦s the project, the properties and the background of the the!
me; 4) the difference in the design of the window display is the cause
for the different visual landing-points of the consumers, moreover, the concentrated region of the visual tracking will be different as well.
Keywords: Store Image, Window Display, Eye Tracking
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How Did you learn about congress: Hwa Hsia Institute of Technolog, 111 Gong Jhuan Rd., Chung Ho, Taipei, Taiwan, cpchang@cc.hwh.edu.tw
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