Viewers’ Visual Attention on Subtitles in Home Shopping Broadcasts: The NS Home Shopping Channel

초록

Background The purpose of this study is to obtain objective data on the visual attention of home shopping subtitles using eye tracking techniques to determine what causes the visual attention of subtitles in the TV home shopping screen,. aThis field that has been less studied than its importance, and has been changed. Methods We let the subjects watch the TV home shopping video, and then we tracked their gaze with an eye tracker to analyze the subtitles with great visual attention. Through this process, we could perform cluster analysis and categorization. In this empirical research, no hypothesis was established due to too many visual components in the TV home shopping screen. Instead, we conducted an exploratory approach to identify the key variables that affect the visual attention. Results As for the form of subtitles, the visual attention to the subtitles appeared higher in the simple form than in the complex form, and the visual attention to the subtitles was the highest when there was price information, and it became the lowest in the promotional content. As for the content of the video, when the shopping host describes something, Tthe video showed the greatest visual attention to subtitles, and the demonstration video showed the lowest visual attention to subtitles. The Ttotal gaze time also affected the visual attention. As the video was played, the subjects’ visual attention to the subtitles gradually decreased. In addition, it was shown that the visual attention to the subtitles increased when the content of the video was at the same angle continuously or when the content of the video did not change. Lastly, the moving direction of the person that attracts the most attention in the video is also seen as one of the factors affecting the visual attention of the subtitles. Conclusions This study is meaningful in the way that it analyzes the factors that influence the visual attention of subtitles by using a gaze tracking device and also proposes an effective production and directing method for home shopping subtitles. We believe that the most remarkable result is that we have found out what factors change the visual attention of home shopping subtitles, which did not have much research so far.. Copyright: This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/bync/3.0/), which permits unrestricted educational and noncommercial use, provided the original work is properly cited.

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