Evaluating the Difference in Gaze Patterns for 360° Video-Based and 3D Modeled Virtual Environments

Abstract Advances in digital technology enable developers to enhance the empathic connection between the user and the displayed content. Three-dimensional (3D) digital technologies such as Virtual Reality (VR) present the opportunity to communicate engaging content in different visualization styles. However, VR experiences induce cognitive load, distracting users. The effects of such VR experiences on users, particularly in VR, have not been evaluated in depth. This paper uses eye-tracking technology to assess the impact of different visualization styles and perspective-taking (PT) capabilities on user engagement in VR experiences. This research adopts the case of manufacturing, which is perceived negatively in the post-industrial city of Geelong. This study utilizes two VR visualization styles, 360° video-based and 3D modeled environments. The research then categorizes the participants into two levels of PT capabilities: low and high PT groups. Results demonstrated that 360° video-based experiences provide higher visual engagement, improving user attentiveness with lower saccade amplitude and velocity, resulting in a more efficient browsing pattern. In addition, comparing users’ PT empathic levels shows no difference between low and high PT participants in saccade and fixation events. These findings provide valuable insights into the design process of engaging and efficient VR experiences.