*3.4. Data Processing*

The data obtained from the experiment was exported in a CSV file format and checked whether it is properly measured. Since the device used in the experiment measures 150 hz per second, about 1500 gaze data were secured for 10 s per photo. However, as a result of the review, there were participants whose data were collected less than 1500. As a result of checking the recorded eye-tracking gaze video, there was a case where the participant's posture was excessively disturbed and changed from the initial viewpoint adjustment and the eye-tracker missed the participant's pupil due to the nature of the fixed eye-tracker. In addition, when wearing thick plastic glasses or earrings, the eye tracker recognized the part as a pupil due to the reflection and was measured incorrectly. 33 of the 41 participants' data of the experiment were finally used in the analysis, except for those samples whose eyes were incorrectly measured or did not respond to further surveys.

Eye-tracking collects data on eye movements. For each image, the "number of fixations," "fixation time," and "Saccade (eye movement distance)" were collected. In addition, by setting the signboard in the image as an area of interest (AOI), gaze data for each AOI was collected so that gaze data for the signboard were secured (Figure 3). The gaze movement and fixation time can be visually displayed as a heat map in Table 3, and red indicates a longer fixation time while blue indicates a short fixation time. The survey is a question of the streetscape, with each photo being measured from high to low (five-point scale) by aesthetic qualities of streetscape from interesting to dull and dynamic to still, with signboard satisfaction and complexity from high to low. Also, there were questions where when looking at the streetscape, the most important streetscape elements (signboards, green spaces, facades, street structure shapes, sky, ground floors, and other facilities) were checked. Information regarding participants' gender, age, major status, and offline consumption activities was collected. Questionnaire data were collected using a total of 561 samples by surveying 17 images from 33 people.


**Figure 3.** AOI Data.


**Table 3.** Heat map.
