Does the Visual Background Matter for East Asians?: The Study of Cross-Cultural Differences in Consumer’s Visual Perception and Recognition of Merchandise with Contextual Display between Americans and Taiwanese

Tseng Ping Chiu

doi:10.1007/978-3-031-35936-1_34

Does the Visual Background Matter for East Asians? The Study of Cross-Cultural Differences in Consumer’s Visual Perception and Recognition of Merchandise with Contextual Display between Americans and Taiwanese

Tseng Ping Chiu

Department of Industrial Design

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

Past research has shown visual perception differs based on cultural variation. However, there is little research investigating merchandising displays on the E-commerce platform. In this research, we tend to investigate the cultural differences in consumers’ visual perception and attention interest between Western (e.g., the United States) and Eastern countries (e.g., Taiwan) by applying Signal Detection Theory (SDT) to analyze their recognition memory of the focal product displayed on the online platform of cross-border e-commerce. This research uses qualitative and quantitative methods to analyze consumers’ visual perception and cognitive responses cross-culturally. We expect to organize and establish precise online merchandise visual presentation and marketing strategy design cross-culturally.

Original language	English
Title of host publication	Cross-Cultural Design - 15th International Conference, CCD 2023, Held as Part of the 25th International Conference, HCII 2023, Proceedings
Editors	Pei-Luen Patrick Rau
Publisher	Springer Science and Business Media Deutschland GmbH
Pages	464-478
Number of pages	15
ISBN (Print)	9783031359354
DOIs	https://doi.org/10.1007/978-3-031-35936-1_34
Publication status	Published - 2023
Event	15th International Conference on Cross-Cultural Design, CCD 2023, held as part of the 25th International Conference on Human-Computer Interaction, HCII 2023 - Copenhagen, Denmark Duration: 2023 Jul 23 → 2023 Jul 28

Publication series

Name	Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume	14022 LNCS
ISSN (Print)	0302-9743
ISSN (Electronic)	1611-3349

Conference

Conference	15th International Conference on Cross-Cultural Design, CCD 2023, held as part of the 25th International Conference on Human-Computer Interaction, HCII 2023
Country/Territory	Denmark
City	Copenhagen
Period	23-07-23 → 23-07-28

All Science Journal Classification (ASJC) codes

Theoretical Computer Science
General Computer Science

Access to Document

10.1007/978-3-031-35936-1_34

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Chiu, T. P. (2023). Does the Visual Background Matter for East Asians? The Study of Cross-Cultural Differences in Consumer’s Visual Perception and Recognition of Merchandise with Contextual Display between Americans and Taiwanese. In P.-L. Patrick Rau (Ed.), Cross-Cultural Design - 15th International Conference, CCD 2023, Held as Part of the 25th International Conference, HCII 2023, Proceedings (pp. 464-478). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 14022 LNCS). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-3-031-35936-1_34

Chiu, Tseng Ping. / Does the Visual Background Matter for East Asians? The Study of Cross-Cultural Differences in Consumer’s Visual Perception and Recognition of Merchandise with Contextual Display between Americans and Taiwanese. Cross-Cultural Design - 15th International Conference, CCD 2023, Held as Part of the 25th International Conference, HCII 2023, Proceedings. editor / Pei-Luen Patrick Rau. Springer Science and Business Media Deutschland GmbH, 2023. pp. 464-478 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)).

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abstract = "Past research has shown visual perception differs based on cultural variation. However, there is little research investigating merchandising displays on the E-commerce platform. In this research, we tend to investigate the cultural differences in consumers{\textquoteright} visual perception and attention interest between Western (e.g., the United States) and Eastern countries (e.g., Taiwan) by applying Signal Detection Theory (SDT) to analyze their recognition memory of the focal product displayed on the online platform of cross-border e-commerce. This research uses qualitative and quantitative methods to analyze consumers{\textquoteright} visual perception and cognitive responses cross-culturally. We expect to organize and establish precise online merchandise visual presentation and marketing strategy design cross-culturally.",

author = "Chiu, {Tseng Ping}",

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Chiu, TP 2023, Does the Visual Background Matter for East Asians? The Study of Cross-Cultural Differences in Consumer’s Visual Perception and Recognition of Merchandise with Contextual Display between Americans and Taiwanese. in P-L Patrick Rau (ed.), Cross-Cultural Design - 15th International Conference, CCD 2023, Held as Part of the 25th International Conference, HCII 2023, Proceedings. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 14022 LNCS, Springer Science and Business Media Deutschland GmbH, pp. 464-478, 15th International Conference on Cross-Cultural Design, CCD 2023, held as part of the 25th International Conference on Human-Computer Interaction, HCII 2023, Copenhagen, Denmark, 23-07-23. https://doi.org/10.1007/978-3-031-35936-1_34

Does the Visual Background Matter for East Asians? The Study of Cross-Cultural Differences in Consumer’s Visual Perception and Recognition of Merchandise with Contextual Display between Americans and Taiwanese. / Chiu, Tseng Ping.
Cross-Cultural Design - 15th International Conference, CCD 2023, Held as Part of the 25th International Conference, HCII 2023, Proceedings. ed. / Pei-Luen Patrick Rau. Springer Science and Business Media Deutschland GmbH, 2023. p. 464-478 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 14022 LNCS).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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AB - Past research has shown visual perception differs based on cultural variation. However, there is little research investigating merchandising displays on the E-commerce platform. In this research, we tend to investigate the cultural differences in consumers’ visual perception and attention interest between Western (e.g., the United States) and Eastern countries (e.g., Taiwan) by applying Signal Detection Theory (SDT) to analyze their recognition memory of the focal product displayed on the online platform of cross-border e-commerce. This research uses qualitative and quantitative methods to analyze consumers’ visual perception and cognitive responses cross-culturally. We expect to organize and establish precise online merchandise visual presentation and marketing strategy design cross-culturally.

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ER -

Chiu TP. Does the Visual Background Matter for East Asians? The Study of Cross-Cultural Differences in Consumer’s Visual Perception and Recognition of Merchandise with Contextual Display between Americans and Taiwanese. In Patrick Rau PL, editor, Cross-Cultural Design - 15th International Conference, CCD 2023, Held as Part of the 25th International Conference, HCII 2023, Proceedings. Springer Science and Business Media Deutschland GmbH. 2023. p. 464-478. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)). doi: 10.1007/978-3-031-35936-1_34