Abstract
This paper reports on a cross-cultural study on modeling styles in different countries in the field of HNB product, which is used to measure the consumer decision-making. Based on the eye tracking method, we conducted an experiment study. The independent variables were the HNB product in international brand and domestic brand. The dependent variables include the pupil diameter and subjective evaluation. A total of 68 subjects participated in the experiment. The main findings of this study were as follows. (1) Based on the heat map analysis, the logo, decorative ribbon and indicator light are the main of consumer’s visual attention areas. (2) The mean pupil diameter of international brand was higher than domestic brands. However, the difference between the maximum and minimum pupil diameter in domestic brands was higher than international brand. (3) From the perspective of subjective evaluation, the international brand has the higher respondents score than domestic brands. In addition, this study provides a method for reference value with consumer decision-making for the design in related consumer electronic product fields.
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The research supported by research on quantification analysis technology of eye tracking in user experience of HNB product (project number: 202034000034009).
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Hu, L., Sun, L., Zha, Y., Chen, M., Wu, L., Cao, H. (2021). Cross-Cultural Research on Consumer Decision Making of HNB Product Modeling Based on Eye Tracking. In: Rau, PL.P. (eds) Cross-Cultural Design. Experience and Product Design Across Cultures. HCII 2021. Lecture Notes in Computer Science(), vol 12771. Springer, Cham. https://doi.org/10.1007/978-3-030-77074-7_23
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DOI: https://doi.org/10.1007/978-3-030-77074-7_23
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