基于眼动数据的导视系统跨文化认知实证

目的通过眼动实验,分析中西方乘客在观看地铁导视系统环境时的认知倾向差异,通过设计手段提高地铁导视系统的通用化设计水平,兼顾社会公正。方法以眼动数据为佐证,通过实证研究和T检验分析得出结论形成设计原则,并以设计手段干预认知走向。结果中国人样本的扫描路径长度、眼跳幅度这两个眼动指标,显著高于西方人样本。结论西方人样本主要是分析性的认知倾向,他们对导视环境中的导视信息有更多注意,并且倾向于将导视信息从场景中剥离出来;中国人则是包括性的认知倾向,更关注背景信息,对环境的编码是整体性的,将导视信息和背景捆绑在一起进行判断。由此可见,导视系统应用双方相近的文化取向作为符号,提高中西方乘客认知语境的重合度,以此产生共感,并建立起双方都可以进入识别、释义、推理的认知接口,以致力于消解由文化差异带来的认知障碍与交流失真。

An Empirical Study on the Cross-culture Cognition of Sign System Based on Eye Tracking Data

The purpose is to analyze cognitive differences between Chinese and western passengers when looking at the subway guide system through eye movement experiment and to improve the general design of the subway guide system by means of design, which also gives consideration of social justice. The method is to draw conclusion through empirical research and T-test analysis based on the data of eye movement experiment. The result is that the scanning path length and saccade amplitude in the samples of Chinese passengers are statistically higher than those in the samples of western passengers. The conclusion is that samples of western passengers are mainly analytical cognitive tendencies. They pay more attention to the guiding information in the guiding environment and tend to separate the guiding information from the scene. The Chinese passengers, on the other hand, have rather conclusive cognitive tendencies. They pay more attention to the background information and tend to get guide information holistically. Therefore, subway guide system should adopt symbols that suits passengers with difference cognitive tendencies. This helps improve contact ratio of cognitive context of both Chinese and western passengers, establish a cognitive interface that both sides can recognize, interpret and analyze and eliminate the distortion of cognitive impairment caused by cultural differences and communication.