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This study intends to utilize eye tracking for the appearance of a robot, which is one of the trends in social robot design research. We suggest a research model with the entire stage from the consumer gaze response to the perceived consumer beliefs and further their attitudes toward social robots. Specifically, the eye tracking indicators used in this study are Fixation, First Visit, Total Viewed Stay Time, and Number of Revisits. Also, Areas of Interest are selected to the face, eyes, lips, and full-body of a social robot. In the first relationship, we check which element of the social robot design the consumer’s gaze stays on, and how the gaze on each element affects consumer beliefs. The consumer beliefs are considered as the social robot’s emotional expression, humanness, and facial prominence. Second, we explore whether the formation of consumer attitudes is possible through two major channels. One is the path that the consumer beliefs formed through the gaze influence their attitude, and the other is the path that the consumer gaze response directly influences the attitude. This study made a theoretical contribution in that it finally analysed the path of consumer attitude formation from various angles by linking the gaze tracking reaction and consumer perception. In addition, it is expected to make practical contributions in the suggestion of specific design insights that can be used as a reference for designing social robots.

A Study on the Mechanism of Social Robot Attitude Formation through Consumer Gaze Analysis: Focusing on the Robot Face