The work aims to explore, based on the theoretical framework of "cognitive-emotion-behavior", how the spatial visual order and the tension of the environmental atmosphere trigger hierarchical emotional feedback and drive consumption behaviors through cognitive processing, so as to deal with the systematic deficiencies (weakened guidance, fragmented signs, and color conflicts) existing in the visual environment of community commercial spaces under the background of consumption upgrade. Based on field research, functional nodes were divided. Eye-tracking experiments were adopted to quantify visual behavior characteristics, and emotional experience was analyzed through emotional coding of interview texts to construct a visual-emotional mapping model that integrated subjective and objective data. Data showed that different functional nodes (wayfinding area/brand area/social area) triggered differentiated visual behaviors, and the efficiency of the wayfinding system significantly affected wayfinding decisions. Visual order (continuity of signs/color harmony) reduced cognitive load and enhanced the sense of belonging by 37%, while environmental tension (color contrast/gradation of light and shadow) stimulated the willingness to explore. Emotional feedback was hierarchical, namely the functional area triggered the "efficiency-pleasure" association, and the social area drove the "immersion-stay" behavior. In conclusion, a collaborative optimization strategy of "visual-emotion-behavior" is proposed to strengthen spatial order to reduce cognitive load, leverage environmental tension to enhance emotional appeal, and promote the transformation of community commercial spaces from functional supply to value-added visual experience services, so as to provide theoretical and practical paths for sustainable development.
Key words
eye-tracking /
community commercial space /
visual preferences
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