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Safety training can effectively facilitate workers’ safety awareness and prevent injuries and fatalities on construction sites. Traditional training methods are time-consuming, low participation, and less interaction, which is not suitable for students who are born in Generation Z (Gen Z) and expect to be positively engaged in the learning process. With the characteristic of immersive, interaction, and imagination, virtual reality (VR) has become a promising training method. The purpose of this study is to explore Gen Z students’ learning differences under VR and traditional conditions and determine whether VR technology is more suitable for Gen Z students.

This paper designed a comparison experiment that includes three training conditions: VR-based, classroom lecturing, and on-site practice. 32 sophomore students were divided into four groups and received different training methods. The eye movement data and hazard-identification index (HII) scores from four groups were collected to measure their hazard-identification ability. The differences between the participants before and after the test were tested by paired sample t-test, and the differences between the groups after the test were analyzed by one-way Welch’s analysis of variance (ANOVA) test.

The statistical findings showed that participants under VR technology condition spent less time finding and arriving at the Areas of Interest (AOIs). Both the eye movement data and HII scores indicated that VR-based safety training is an alternative approach for Gen Z students to traditional safety training methods.

These findings contribute to the theoretical implications by proving the applicability of VR technology to Gen Z students and empirical implications by guiding colleges and universities to design attractive safety training lessons.

This study is an “Action-Research-based” bridge that connects sketching and photographic processes. The article’s objective encompasses designing, assessing and validating a perceived difference between sketching and photography through a structured task by ensuring the systematic creation and implementation of the assignments. This study is part of a larger research project exploring the differences between thinking about sketching and final photographic outcomes.

This experimental mixed-method methodology was collected in three phases: the creation phase, where participants were asked to sketch and photograph a balanced composition; the evaluation phase, where the sketches and photographs were evaluated by “Self, Peer, and Independent” reviewers for their perceived differences. An analysis of variance (ANOVA) was implemented to test the result. In the validation phase, eye-tracking technology is applied to understand the subconscious eye movements of individuals.

This study of 37 samples has helped develop a self-study model in photography, as students have learnt to evaluate themselves critically. This experience will help students be active and reflective learners, thus increasing attention and retention in their course, specifically “Photography Design Education”. A pedagogical approach by design instructors for practical, student-friendly, process-oriented assignments for their photography courses in higher education.

The trans-mediation process requires cognition amongst different mediums, such as pencil and paper for sketching and light for light painting. Photography courses in design education need knowledge of the photo/light medium, contrasting with the understanding of sketching/drawing. Exploring and addressing research gaps for transforming and designing assignments based on adaptive understanding presents an exciting opportunity.

Construction safety is heavily affected by using new technologies in this growing trend of technology adoption. Especially, safety performance is enhanced through the utilization of some effective technologies such as artificial intelligence, virtual reality, BIM and wearable devices. Therefore, the main purpose of this study is to investigate the influence of emerging technologies on construction safety performance and quantify the relationship between those. The proposed components of emerging technologies are BIM, GIS, VR, RFID, AI, ML, eye tracking and serious games and wearable devices, whereas the dimensions of construction safety performance are safety planning, safety training, safety inspection and monitoring, safety audits and reviews and safety leadership.

A structural model was composed consisting of emerging technologies and safety performance indicators. Then, a questionnaire was designed and administered to construction professionals, and data from 167 projects were analyzed using structural equation modeling. The data were analyzed by using software, called SPSS AMOS.

The analysis of the structural model proves that there is a positive and significant relationship between emerging technologies and construction safety performance. Moreover, the factor loadings for each factor were found to be high indicating a good representation of the construct by the components developed. Among the technologies, BIM, robotics and automation, AI and wearable devices were detected to be the most significant technologies in terms of impacting safety performance.

The study contributes to the body of knowledge in that it develops a conceptual framework consisting of specific technologies in terms of emerging technologies, reveals the impact of such technologies on safety performance and proposes several tools and strategies for enabling effective safety management along the project lifecycle. Industry practitioners may benefit from the framework developed by adopting such technologies to enhance their safety performance on construction projects.

Based on sensory marketing theory and cognitive appraisal theory, this study investigates whether and how the background visual complexity of live-streaming affects consumers' purchase intention and reveals the underlying mechanisms through which background visual complexity influences consumers' purchase decisions.

The experiment was conducted with 180 college students, using eye-tracking technology to explore the impact mechanism of live background visual complexity on consumers' purchase intention, considering three types of background visual complexity (high vs medium vs low) and two levels of need for cognitive closure (high vs low).

Firstly, the background visual complexity of live-streaming positively influences consumers' purchase intention by eliciting positive emotions (pleasure and arousal), and the relationship between consumer emotions and purchase intention is nonlinear. Secondly, need for cognitive closure to significantly moderate the influence of background visual complexity on purchase intention.

The limited sample size makes it difficult to generalize to other consumer groups. Also, the study only focuses on one visual factor, lacking comprehensive analysis from multiple perspectives.

It is recommended that live e-commerce companies optimize the visual design of live-streaming backgrounds and identify consumer traits to match the visual complexity with consumers' level of need for cognitive closure, thereby stimulating positive emotions and facilitating more satisfactory shopping decisions.

This paper addresses an interesting and practical issue related to the effects of live background visual complexity on consumers' purchase intention.

This study sought to understand which food allergen labeling systems (non-directive, semi-directive, and directive) were attended to and preferred by 34 participants with food hypersensitivity and their perceived corporate social responsibility (CSR) and behavioral intention towards a restaurant that identifies food allergens on menus.

This study used an online survey with open-ended and ranking questions, combined with eye-tracking technology, to explore participants' visual attention and design preferences regarding four menus. This study utilized one-way repeated measures analysis of variance (RM-ANOVA) and heat maps to analyze participants' menu-reading behaviors. A content analysis of survey responses and a ranking analysis of menus were conducted to understand the reasons behind consumers' preferred menu designs.

The advisory statement was not much attended to. Participants identified food allergen information significantly quicker with the directive labeling system (icons) than the other two systems, implying they were eye-catching. Semi-directive labeling system (red text) has lower visit count and was more preferred than two other systems; each labeling system has its strengths and limitations. Participants viewed restaurants that disclosed food allergen information on menus as socially responsible, and they would revisit those restaurants in the future.

This study was one of the first to explore, through use of eye-tracking technology, which food allergen labeling systems were attended to by consumers with food hypersensitivity. The use of triangulation methods strengthened the credibility of the results. The study provided empirical data to restauranteurs in the US on the values of food allergen identification on restaurant menus, although it is voluntary.

Targeting the common functions of the Zhejiang Library website, elderly individuals were invited to complete six experimental tasks on the improved website interfaces, and subjective data (PAD emotion scale and usability evaluation) and objective data (eye movement data) were recorded to verify the effects of graphic layout and navigation position on the information-seeking experience of elderly individuals.

This study analyzes the effect of the graphic layout and navigation position of the Zhejiang Library’s website interface on the emotional state, perceived usability and information-seeking time of elderly individuals, with the aim of providing guidance and suggestions for the elderly-oriented reform of the public library website.

The experimental results show that the graphic layout has a significant effect on the emotional state and perceived usability of elderly individuals, and the navigation position has a significant effect on the information-seeking time; the interaction between graphic layout and navigation position exerts a significant effect on the information-seeking time of elderly individuals. The eye movement data show that elderly individuals have a better information-seeking experience when the top navigation bar and image-text matched arrangement are used for the interface layout.

This study adopts a new approach combining subjective data and eye movement data to evaluate the effect of the public library website’s interface layout on the information-seeking experience for older people. The findings can provide a theoretical basis and methodological support for the elderly-oriented reform of public library websites. They can also provide scientific design suggestions for age-friendly interface layouts of other Internet products and service applications.

Fashion merchandising hold a paramount position within the realm of retail marketing. Currently, the purpose of this article is that the assessment of display effectiveness predominantly relies on the subjective judgment of merchandisers due to the absence of an effective evaluation method. Although eye-tracking devices have found extensive used in tracking the gaze trajectory of subject, they exhibit limitations in terms of stability when applied to the evaluation of various scenes. This underscores the need for a dependable, user-friendly and objective assessment method.

To develop a cost-effective and convenient evaluation method, the authors introduced an image processing framework for the assessment of variations in the impact of store furnishings. An optimized visual saliency methodology that leverages a multiscale pyramid model, incorporating color, brightness and orientation features, to construct a visual saliency heatmap. Additionally, the authors have established two pivotal evaluation indices aimed at quantifying attention coverage and dispersion. Specifically, bottom features are extract from 9 distinct scale images which are down sampled from merchandising photographs. Subsequently, these extracted features are amalgamated to form a heatmap, serving as the focal point of the evaluation process. The authors have proposed evaluation indices dedicated to measuring visual focus and dispersion, facilitating a precise quantification of attention distribution within the observed scenes.

In comparison to conventional saliency algorithm, the optimization method yields more intuitive feedback regarding scene contrast. Moreover, the optimized approach results in a more concentrated focus within the central region of the visual field, a pattern in alignment with physiological research findings. The results affirm that the two defined indicators prove highly effective in discerning variations in visual attention across diverse brand store displays.

The study introduces an intelligent and cost-effective objective evaluate method founded upon visual saliency. This pioneering approach not only effectively discerns the efficacy of merchandising efforts but also holds the potential for extension to the assessment of fashion advertisements, home design and website aesthetics.

The author examined effects of endorser type and message framing on visual attention and ad effectiveness in health ads, including the moderator of involvement. This paper aims to discuss this issue.

An experiment was conducted with a 2 (celebrity vs. expert) × 2 (positive vs. negative framing) between-subject factorial design. Eye-tracking measured visual attention and a questionnaire measured ad effectiveness and product involvement.

Experimental data from 78 responses showed no vampire effect in the health advertisements. Celebrity endorsement with negative message framing received more attention and had less ad recall than that with positive message framing. Negative and positive message framing attracted the same amount of attention and ad recall in the expert endorsement condition. High involvement participants paid more attention to the ad message with the expert than that with the celebrity, but ad recall was not significantly increased. Low involvement participants exhibited the same attention to the ad message with the expert and with the celebrity, but had greater recall of the ad message with the expert. Visual attention to the endorser was associated with ad attitude but not with ad recall. Ad attitude impacted behavioral intention.

Studies examining influences of celebrity and message framing on ad effectiveness have focused on the response to advertising stimuli, not the information process. The author provides empirical evidence of the viewers' information processing of endorsers and health messages, and its relationship with ad effectiveness. The study contributes to the literature by combining endorser and message framing in health ads to promote public health communication from the information processing perspective.

Data-driven marketing is replacing conventional marketing strategies. The modern marketing strategy is based on insights derived from customer behavior information gathered from their facial expressions and neuro-signals. This study explores the potential for face recognition and neuro-marketing in modern-day marketing.

The study conducts an in-depth examination of the extant literature on neuro-marketing and facial recognition marketing. The articles for review are downloaded from the Scopus database, and PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) is then used to screen and choose the relevant papers. The systematic literature review method is applied to conduct the study.

An extensive review of the literature reveals that the domains of neuro-marketing and face recognition marketing remain understudied. The authors’ review of selected papers delivers five neuro-marketing and facial recognition marketing themes that are essential to modern marketing concepts.

Neuro-marketing and facial recognition marketing are artificial intelligence (AI)-enabled marketing techniques that assist in gaining cognitive insights into human behavior. The findings would be of use to managers in designing marketing strategies to enhance their marketing approach and boost conversion rates.

The uniqueness of this study lies in that it provides an updated review on neuro-marketing and face recognition marketing.

With increasing complexity of construction projects and new construction processes and methods are adopted, more safety hazards are emerging at construction sites, requiring the application of the modern risk management methods. As an emerging technology, digital twin has already made valuable contributions to safety risk management in many fields. Therefore, exploring the application of digital twin technology in construction safety risk management is of great significance. The purpose of this study is to explore the current research status and application potential of digital twin technology in construction safety risk management.

This study followed a four-stage literature processing approach as outlined in the systematic literature review procedure guidelines. It then combined the quantitative analysis tools and qualitative analysis methods to organize and summarize the current research status of digital twin technology in the field of construction safety risk management, analyze the application of digital twin technology in construction safety risk management and identify future research trends.

The research findings indicate that the application of digital twin technology in the field of construction safety risk management is still in its early stages. Based on the results of the literature analysis, this paper summarizes five aspects of digital twin technology's application in construction safety risk management: real-time monitoring and early warning, safety risk prediction and assessment, accident simulation and emergency response, safety risk management decision support and safety training and education. It also proposes future research trends based on the current research challenges.

This study provides valuable references for the extended application of digital twin technology and offers a new perspective and approach for modern construction safety risk management. It contributes to the enhancement of the theoretical framework for construction safety risk management and the improvement of on-site construction safety.