A Study of the Characteristics of Perception According to Gender in the Image Evaluation of Cafe Facades

Abstract

Façade desi gn makes the customer to sel ect and remember of commerci al space. Therefore, i f i t can be i denti fi ed characteri sti cs of percepti on i n i mage eval uati on, i t wi l l be possi bl e to easy vi si ti ng space and re-sel ecti on wi th moti vati on through i denti ty and di fferenti ati on of commerci al space. For thi s study, cafes among commerci al faci l i ti es were sel ected for the appreci ati on of the di fferenti ated desi gn features attracti ng customer's eyes through space i mage eval uati on by gender. The fol l owi ngs are the concl usi ons drawn from the study. Fi rst, when the features of mean and devi ati on of [Factor 1] were empl oyed for the appreci ati on of the perceptual characteri sti cs of both men and women, i t was cl earl y found that customers regards the facade desi gn as a coarse one even though they are confused about whether the facade desi gn i s the strai ghtened-up one. Second, customers percei ve facade desi gn as the one whi ch i s bri ght but not uni que through [Factor 2] whi l e i n the process of sel ecti ng adj ecti ves to descri be i t men's percepti on as to "bei ng vi vi d but i nteresti ng" was di spersed and women's as to "Bei ng bri ght" was al so di spersed, too but the women percei ved i t as "bei ng opaque." Thi rd, i t was reveal ed that the perceptual characteri sti cs of [Factor 3] were percei ved as "warm but boori sh" and "warm but crude" by men and women respecti vel y. Fourth, most (80%) of the adj ecti ves empl oyed for vi vi d descri pti on of thei r percepti on by both genders were found to be consi stent.

A study of customer perception of visual information in food stands through eye-tracking

“…In other words, visual attention has become an optional mechanism, and only certain information can attract the attention of customers (Li et al , 2016; Kastner and Pinsk, 2004). As sight is the most used sensation in the purchasing process (Fenko et al , 2010), customers are influenced by their emotions, attitudes and behaviors by visual stimuli such as facades, the first appearance they encounter when making final decisions on a restaurant (Robson, 2009; Son and Choi, 2014; Whaley et al , 2019; Soriano et al , 2002). Therefore, it is important to understand how customers perceive the content of the exterior visual stimulus, the design of the display, the placement, etc.…”

“…However, it seems that a physical response toward the exterior of foodservice facilities has gained little attention from scholars. Only a handful of scholars have expressed interest in this topic (Goh et al , 2013; Robson, 2009; Santosa and Fauziah, 2017), and existing studies have focused solely on coffee shops (Choi, 2013; Kim and Lee, 2016; Okuda, 2016; Son and Choi, 2014).…”