Women's Gaze Patterns of Women's Dress

This study explores women online consumers' visual pattern of gazing at pictures of women's dresses. When traditional questionnaire-based survey cannot effectively meet the product, visual art and web designers' needs, the authors proposed an eye-tracking approach in which five eye trackers were used to record 10 female participants' eye movement data of gazing at 20 randomly displayed dress pictures. The authors defined seven types of regions of interest (ROIs) on the basis of dress structure. ROIs were used to analyze eye movement data such as gaze sequence, times and duration of fixating on ROIs. An interpretation to the data shows that which ROI can fast capture the participants' visual attention and which ROI has the strongest visual attraction. This study provides concrete patterns of how female participants gaze at dress pictures. Knowing the patterns not only extends the designers' knowledge of human gaze behavior but also facilitates them to increase visual attraction of products to be sold on e-market.