## 4 The User Eye-Tracking Experiment
### Experimental Results  
#### 4.5.1 Pupil Diameter Variation and Emotional Response  
Experiment 1 employed eye-tracking technology to measure the participants' fixation patterns while browsing the information panels on Zhengyangmen and Quanjude, focusing on five cultural dimensions: culture, history, architecture, art, and service (as shown in Tables 3 and 4). Variations in the diameters of their pupils were calculated to assess the emotional impact of different cultural information on users. Pupil diameter variations are a key physiological indicator for evaluating emotional arousal and cognitive load [30]. Generally, an increase in pupil diameter indicates higher emotional engagement or a greater cognitive load demand when processing specific information. To ensure the accuracy of the experimental data, the average pupil diameter for each participant was first calculated while they viewed different information panels. The data were then normalized to eliminate baseline differences between individuals. Next, by comparing the variations in the diameter of the pupils for different participants within the same cultural dimension and analyzing deviations from their overall \begin{table}
\begin{tabular}{l c c c c c} \hline \hline
**Different Information Modules** & **Culture** & **Service** & **Art** & **Construction** & **History** \\ \hline Pupil Diameter Difference (mm) & 0.627 & 0.462 & \(-\)0.030 & \(-\)0.403 & \(-\)0.655 \\ \hline \hline \end{tabular}
\end{table} 
Table 4: The sorting of information modules regarding the pupil diameter sizes of subjects for Quanjude. \begin{table}
\begin{tabular}{l c c c c c} \hline \hline
**Different Information Modules** & **Art** & **Construction** & **History** & **Culture** & **Service** \\ \hline Pupil Diameter Difference (mm) & 0.647 & 0.419 & \(-\)0.297 & \(-\)0.368 & \(-\)0.402 \\ \hline \hline \end{tabular}
\end{table} 
Table 3: The sorting of information modules regarding the size of the pupil diameters of the subjects for Zhengyang Gate. average across all dimensions, the relative emotional impact of each cultural dimension was assessed. As shown in Tables 2 and 3, larger variations in pupil diameter indicate stronger emotional engagement with the corresponding cultural dimension. However, this metric alone does not distinguish between positive and negative emotions. Conversely, smaller variations suggest lower attention levels or the absence of a significant emotional response to the information presented. A comparative analysis of the pupil diameter data from the VR eye-tracking experiment and the multidimensional sentiment model derived from affective computing revealed a high degree of consistency in certain dimensions. For instance, the pupil diameter variations in the artistic, architectural, and cultural dimensions closely aligned with users' emotional engagement levels. However, discrepancies were observed in the historical and service dimensions, highlighting the differing focal points of affective computing and eye-tracking in measuring emotional and cognitive processes. In the Zhengyangmen VR scene, users exhibited significant pupil diameter variations in the artistic (0.647 mm) and architectural (0.419 mm) dimensions, which corresponded to the high levels of attention and satisfaction found in the UGC data. This suggests that the personalized information presentation in VR effectively stimulated users' emotions. However, despite the historical dimension receiving the highest attention score (0.87) in the UGC data, the pupil diameter variations for this dimension were negative (\(-\)0.297 mm) in the VR eye-tracking experiment. This indicates that the static text-image presentation failed to effectively engage users emotionally, likely due to a lack of interactivity, leading to a decline in their attention.