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ISSN : 1229-8778
The purpose of this study is to understand design value that is important to consumption behavior and to figure out the effect of attitude type and preference to car design on eye movement. On the precedent studies, attitude type about design is classified practical, ergonomic, hedonic or symbolic. The experiment is with 12 male and female university student and use movable eye-tracker for free eye exploration. Also, the experiment was progressed in show room where enacted actual sales in order to make generalization about car design assessment. About dependent variables, the dwell time(ms) is setted as more than 0.1 sec on some part of car and dwell time(%) is setted as more than 0.1 sec on some part of car in comparison with entire car. There is a significant interaction between attitude type and presented car to dwell time(ms) and attitude type and object's participation to dwell time(%). And there is a main effect about preference of car design. Consumer showed long eye movement toward car design which evoke more emotional affect than car with designs which is not easy to get their attention. Based on these results, managerial implication and further study's supplementation are discussed.
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