Zusammenfassung
In this paper a Structural Equation Model drawing on current theories of salience is empirically tested using a large scale in-situ experiment (no = 366 objects and np = 119 participants). Using estimation methods based on partial least squares strong empirical evidence is found for the ability of the model to predict salience. 72% of the variance present in overall salience can be explained. ...
Zusammenfassung
In this paper a Structural Equation Model drawing on current theories of salience is empirically tested using a large scale in-situ experiment (no = 366 objects and np = 119 participants). Using estimation methods based on partial least squares strong empirical evidence is found for the ability of the model to predict salience. 72% of the variance present in overall salience can be explained. Formative measurement of visual salience is revealed to be an appropriate way to measure visual salience, as the convergent validity analysis yields a highly significant path coefficient of 0.810. Route related features and visual aspects turn out to be most and equally important to predict overall salience, whereas rather person-related dimensions turn out to be less important. Overall, the model presented provides a reasonable and empirically sound way of measuring salience of objects in a survey-based manner.
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