Emotional Dynamics in Commercial Exhibition Spaces: An Eye-Tracking Approach with Human Action Recognition Insights

OBJECTIVE: This study investigates the emotional dynamics of consumers in commercial exhibition spaces using eye-tracking technology, while drawing on insights from human action recognition (HAR) to enhance the understanding of behavioral cues associated with emotional responses. By integrating physiological and behavioral perspectives, the research seeks to identify spatial design elements that evoke positive emotional engagement. METHODS: This study employed an integrated approach of behavioral annotation method and eye movement experimental method. Results: Upon analyzing the data from the four eye movement indicators, it was determined that the three distinct exhibition cases at the test site had varying impacts on consumers' emotional states during their browsing experience. Type A, featuring embedded façade custom exhibition cases, garnered the most attention and engaged visitors emotionally to a significant extent, resulting in the highest level of positive emotional arousal. In contrast, Type B, which consisted of countertop exhibition showcases, attracted the least attention, and the emotional arousal was minimal, The reason is that Type B exhibition equipment employs a more open exhibition case, featuring a wide variety of exhibits placed at lower heights, which makes it difficult for visitors' sight to linger on any particular exhibit. The frequency with which subjects viewed Type A and Type C exhibitions and the duration of their gazes exhibited a significant correlation with positive emotions. Additionally, the degree of change in the pupil diameter of subjects observing Type A exhibitions showed a negative correlation with positive emotions; the smaller the change in pupil diameter, the more pronounced the positive emotions. Conclusion: This study establishes the value and significance of research into the emotional impact of commercial exhibition spaces through literature review, field investigation, and experimental methods, and highlights how incorporating HAR-based behavioral insights can enrich spatial emotion evaluation. It summarizes a set of assessment methods applicable to the emotional changes in exhibition spaces, based on previous research. Furthermore, it confirms the influence of various exhibition forms on consumer emotions through experimental data. The emotional evaluation process of this experimental study is applicable to commercial exhibition spaces featuring different types of products, varying site areas, and diverse exhibition forms, under certain conditions.