Abstract
This research has been carried out with the objects of sporting goods shops to find out what structure of those shops raises more interest from customers. The tracking eyes on the objects which are the same but seen to have different structures has revealed the followings. Customers' visual appreciation of Reverse left/right Images (11.1) was found to be higher than that of Original Images (10.6). Furthermore, the reverse left/right image of the space also was found to attract more interest from customers, which led them to have longer observation. The below is about the interpretation of the spatial exploration by observation time and the appreciation of its visual content in line with the experiment objects of selling spaces. The longer the space was observed, (1)the higher the expansive searching of space was, (2)the more spots were observed as if they did not know what to see after they first observed at early hours, (3)later (in the time range of 64~73 seconds) they came to look at the spots in which they got interested, (4)and then again they suddenly got lost what to see. When the change of observation characteristics by time range is reviewed, it can be seen that the searching of original images is changed from Divergent Feature to Convergent Feature when the observation time increases from the early stage of observation to the later. On the contrary, the reverse left/right images were found to have the opposite searching features, that is, from convergent exploration to divergent exploration. These findings show that the reverse left/right images of the sporting goods shops, which were the experiment objects, have more factors attracting customers' attention and interest and that it is the very shop-structure which makes customers have better visual appreciation of those shops.