Research On Spatial Visual Feature Perception Of Commercial Complex From The Perspctive Of Gender Differences

For consumer groups,the gender difference will not only affect their consumption psychology and behavior,but also affect their perception of space.However,in terms of the theory and practice of commercial space design,there are few studies on gender differences,so It is necessary to study commercial space design from the perspective of gender difference.In addition,traditional design methods are limited in lack of predictability,objectivity and pertinence.For this reason,this study starts from the perspective of gender difference,combines virtual reality and eye-movement knowledge technology,and constructs a set of more scientific and accurate spatial visual feature perception detection method,which provides technical and methodological preparation for the research in this field.The basic research of this paper mainly discusses the necessity and feasibility of introducing gender difference perspective,virtual reality and eye movement knowledge detection into commercial space design.The main content of the core research is the construction of methods and the research and analysis of comparative experiments.The spatial visual feature perception detection method is divided into three steps: virtual scene building,data acquisition and storage,and data processing and analysis.Specifically,it can be divided into six modules: basic model building module,virtual environment building module,eye movement data module,experimental process data module,visualization module and statistics module.The experiment consists of a comprehensive comparison experiment and two single comparison experiments,mainly through the analysis of objective eye movement data and subjective questionnaire data,centering on three research questions.Through the establishment of test hypothesis and statistical analysis,it is verified that in the commercial complex space,there is a significant gender difference in visual attention and visual attraction.In addition,visual attention will have a significant impact on visual attraction,and there is a significant gender difference in the influence relationship.In this process,some laws of difference and universality in spatial visual perception of different genders are summarized: for example,men are more selective in visual information processing,and their visual attention to functional elements will affect their visual attraction to the overall commercial space.Female visual information processing is more comprehensive and detailed,and their visual attention to the identification system elements,functional elements and landscape elements will have an impact on visual attraction.In addition,some general rules can be obtained from the experimental study: for example,whether male or female,atrium with curved horizontal interface and vertical interface with vertical penetration will get more visual attention and higher visual attraction,and shops with warm colors will be considered more visually attractive.In addition,based on the above summarized laws of difference and universality,this paper puts forward some guiding suggestions for the space design of commercial complex from the perspective of gender difference,aiming at the different gender composition of space users.The relevant results have important guiding value for the construction of commercial space attraction,and it is of great significance to carry out empirical research on the promotion of gender equality,crowd differentiation and humanized design in urban space development.