Capturing Initial Gaze Attraction in Branded Spaces Through VR Eye-Tracking Technology

This paper leverages recent strides in virtual reality (VR) technology to dissect user gaze patterns and initial responses in a VR-based in-store environment, with a focus on how visual elements impact attention in Human-Computer Interaction (HCI). Specifically, this exploratory study focuses on bra...

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Bibliographic Details
Published in:	International journal of human-computer interaction Vol. 41; no. 7; pp. 4392 - 4405
Main Author:	Kim, Nayeon
Format:	Journal Article
Language:	English
Published:	Norwood Taylor & Francis 03.04.2025 Lawrence Erlbaum Associates, Inc
Subjects:	branded space Brands Color Data collection Eye fixation Eye movements Eye tracking Fixation Fixtures Gender Gender inequality Human-computer interaction Human-computer interface in-store environment Logos Mass media effects Signs Technology Tracking Tracking systems Virtual reality visual attention Visual effects
ISSN:	1044-7318, 1532-7590, 1044-7318
Online Access:	Get full text
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