IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2020i1p30-d466595.html
   My bibliography  Save this article

The Visual Effect of Signboards on the Vitality of the Streetscapes Using Eye-Tracking

Author

Listed:
  • Byungsuk Kim

    (Department of Urban Planning, Hanyang University, Seoul 04763, Korea)

  • Jina Park

    (Department of Urban Planning and Engineering, Hanyang University, Seoul 04763, Korea)

Abstract

This study focuses on whether signboards attract people’s visual concentration as a foreground element of the streetscape and check the difference in streetscape image according to the area of the signboard. For this purpose, 133 street-view photographs were taken at five major commercial districts in Seoul and 17 photos were selected for this study. The photos were then classified into the High Signboard Group (HSG) and Low Signboard Group (LSG) according to the area of the signboards and conducted eye-tracking experiments and surveys. Finally, data from 33 people were collected and a t -test was conducted to identify differences between the two groups. As a result, the number of fixations, the fixation time, and the revisits of fixation on signboards were measured higher in HSG, and the distance of gaze movement (saccade) was lower. The results of the image survey analysis showed that HSG groups had low streetscape satisfaction, signboard satisfaction, and streetscape aesthetic quality. However, Dynamic and Interesting factors were high. Taken together, the signboard can be seen as a landscape element that focuses attention by giving people an active and interesting image, which shows the importance and possibility of using signboards in future streetscape design.

Suggested Citation

  • Byungsuk Kim & Jina Park, 2020. "The Visual Effect of Signboards on the Vitality of the Streetscapes Using Eye-Tracking," Sustainability, MDPI, vol. 13(1), pages 1-15, December.
    • Handle: RePEc:gam:jsusta:v:13:y:2020:i:1:p:30-:d:466595
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/1/30/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/1/30/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Otterbring, Tobias & Wästlund, Erik & Gustafsson, Anders, 2016. "Eye-tracking customers' visual attention in the wild: Dynamic gaze behavior moderates the effect of store familiarity on navigational fluency," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 165-170.
    2. Li, Qian & Huang, Zhuowei (Joy) & Christianson, Kiel, 2016. "Visual attention toward tourism photographs with text: An eye-tracking study," Tourism Management, Elsevier, vol. 54(C), pages 243-258.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hallikainen, Heli & Luongo, Milena & Dhir, Amandeep & Laukkanen, Tommi, 2022. "Consequences of personalized product recommendations and price promotions in online grocery shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    2. Ryo Kato & Takahiro Hoshino & Daisuke Moriwaki & Shintaro Okazaki, 2022. "Mobile Targeting: Exploring the Role of Area Familiarity, Store Knowledge, and Promotional Incentives," Discussion Paper Series DP2022-10, Research Institute for Economics & Business Administration, Kobe University.
    3. Suling Guo & Wei Sun & Wen Chen & Jianxin Zhang & Peixue Liu, 2021. "Impact of Artificial Elements on Mountain Landscape Perception: An Eye-Tracking Study," Land, MDPI, vol. 10(10), pages 1-18, October.
    4. Espigares-Jurado, Francisco & Muñoz-Leiva, Francisco & Correia, Marisol B. & Sousa, Carlos M.R. & Ramos, Célia M.Q. & Faísca, Luís, 2020. "Visual attention to the main image of a hotel website based on its position, type of navigation and belonging to Millennial generation: An eye tracking study," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    5. Hyeon-Cheol Kim & Sumi Kim & Zong-Yi Zhu, 2021. "Does Foreign Language Proficiency Help to Enhance Sustainable Online Brand Community Experiences? Modeling the Predictors of Movie Information Sharing Behavior for Young Chinese Students Staying in Ko," Sustainability, MDPI, vol. 13(11), pages 1-12, May.
    6. Hamelin, Nicolas & Thaichon, Park & Abraham, Christopher & Driver, Nicholas & Lipscombe, Joe & Pillai, Jayarethanam, 2020. "Storytelling, the scale of persuasion and retention: A neuromarketing approach," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    7. Li, Yaoqi & Liu, Biqiang & Xie, Lishan, 2022. "Celebrity endorsement in international destination marketing: Evidence from eye-tracking techniques and laboratory experiments," Journal of Business Research, Elsevier, vol. 150(C), pages 553-566.
    8. Mihai Țichindelean & Monica Teodora Țichindelean & Iuliana Cetină & Gheorghe Orzan, 2021. "A Comparative Eye Tracking Study of Usability—Towards Sustainable Web Design," Sustainability, MDPI, vol. 13(18), pages 1-31, September.
    9. Tsai Chiao Wang & Chia Liang Tsai & Ta Wei Tang, 2018. "Exploring Advertising Effectiveness of Tourist Hotels’ Marketing Images Containing Nature and Performing Arts: An Eye-Tracking Analysis," Sustainability, MDPI, vol. 10(9), pages 1-13, August.
    10. Youngeun Kang & Eujin Julia Kim, 2019. "Differences of Restorative Effects While Viewing Urban Landscapes and Green Landscapes," Sustainability, MDPI, vol. 11(7), pages 1-19, April.
    11. Klaus G. Grunert & Yanfeng Zhou & Marija Banovic & Natascha Loebnitz, 2021. "Supermarket competence in emergent markets: Conceptualization, measurement, effects, and policy implications," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(4), pages 1633-1659, December.
    12. Huddleston, Patricia & Coveyou, Mary Tuski & Behe, Bridget K., 2023. "Visual cues during shoppers’ journeys: An exploratory paper," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    13. Amar, Jennifer & Droulers, Olivier & Legohérel, Patrick, 2017. "Typography in destination advertising: An exploratory study and research perspectives," Tourism Management, Elsevier, vol. 63(C), pages 77-86.
    14. Kim, Molan & Lee, Seung Min & Choi, Sanghak & Kim, Sang Yong, 2021. "Impact of visual information on online consumer review behavior: Evidence from a hotel booking website," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    15. Bigne, Enrique & Chatzipanagiotou, Kalliopi & Ruiz, Carla, 2020. "Pictorial content, sequence of conflicting online reviews and consumer decision-making: The stimulus-organism-response model revisited," Journal of Business Research, Elsevier, vol. 115(C), pages 403-416.
    16. Lourenção, Marina & de Moura Engracia Giraldi, Janaina & de Oliveira, Jorge Henrique Caldeira, 2020. "Destination advertisement semiotic signs: Analysing tourists' visual attention and perceived ad effectiveness," Annals of Tourism Research, Elsevier, vol. 84(C).
    17. Radon, Anita & Brannon, Daniel C. & Reardon, James, 2021. "Ketchup with your fries? Utilizing complementary product displays to transfer attention to a focal product," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    18. Huang, Bo & Juaneda, Carolane & Sénécal, Sylvain & Léger, Pierre-Majorique, 2021. "“Now You See Me”: The Attention-Grabbing Effect of Product Similarity and Proximity in Online Shopping," Journal of Interactive Marketing, Elsevier, vol. 54(C), pages 1-10.
    19. Otterbring, Tobias & Bhatnagar, Roopali & Samuelsson, Peter & Borau, Sylvie, 2021. "Positive gender congruency effects on shopper responses: Field evidence from a gender egalitarian culture," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    20. Boxebeld, Sander, 2024. "Ordering effects in discrete choice experiments: A systematic literature review across domains," Journal of choice modelling, Elsevier, vol. 51(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2020:i:1:p:30-:d:466595. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.