• Journal of Korea Multimedia Society
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• v.23 no.2
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• pp.368-375
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• 2020

In this study, the area of interest(AOI) of Soju ad poster was tracked for analysis the time to frist fixation, the average of fixation duration and count by the study indexes. As a result of the analysis, Visual attention was higher the face than the body shape of the ad model. This means "when we look at printed ads, we see picture elements first, not language one" but language elements can't be overlooked either. Also, the importance of the model role could be verified by measuring the visual attention on the Soju ad poster. Based on the results of this study, if further research on ad posters is carried out and scientific and quantitative interpretation methods are presented, it can be used as product marketing data that can be reflected in ad model selection and poster design.

• Science of Emotion and Sensibility
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• v.18 no.4
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• pp.87-98
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• 2015

As SPA brands are growing in Korean apparel markets, they are extending their well-established brands into new markets (i.e., SPA brand extensions). To investigate psychological mechanism underlying SPA brand extensions, this study conceptually proposed such consumer information processing of SPA brand extensions as (1) perception of similarity between SPA brand extensions and their original brands and (2) evaluations on the SPA brand extensions (i.e., attitude and purchase intent). For hypothetical SPA brand extensions (high, moderate and low similarity conditions), perceived similarity was measured by using a eye-tracker and evaluations were assessed by using a self-reported questionnaire. The results reveal that the amount of external information searching for SPA brand extensions was larger in the following order: moderate, low and high similarity conditions. The depth of SPA brand information processing was also deeper in the same order. Evaluations on SPA brand extensions were higher in high and moderate similarity conditions than in low similarity condition. The findings suggest that the evaluations are affected by perceived similarity and the amount of cognitive efforts in processing SPA brand extensions.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.10
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• pp.6917-6924
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• 2015

The universal nature of humans is formed by the view angle and the visibility range. However, the majority of theories on spatial structure analysis based on the visual perception do neither reflect the view angle nor consider only the flat view angle. Some theories that reflect them is a theory where the part included in the view angle and the part excluded in the view angle have been separated in a dichotomous way, excluding the universal characteristics of humans. This study applied an observing probability to a 3-D visibility analysis theory by conducting a eye-tracking experiment, empirically determining the limits of the field of view, and deriving the observing probability by view angle. In addition, it attempted to identify the probability by manufacturing an application of spacial, visual perception analysis and applying the concept of multiple frustum culling. For the characteristics of observation, the data were measured and collected regarding the walking course for 3 minutes for an optional space, aimed for 33 people as subjects. Subsequently, the data were prepared by analyzing the observation fixation frequency probability.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.30 no.4
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• pp.545-558
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• 2020

The gaze-based input provides feedback to confirm that the typing is correct when the user types the text. Many studies have already demonstrated that feedback can increase the usability of gaze-based inputs. However, because the information of the typed text is revealed through feedback, it can be a target for shoulder-surfing attacks. Appropriate feedback needs to be used to improve security without compromising the usability of the gaze-based input using the original feedback. In this paper, we propose a new gaze-based input method, FFI(Fake Flickering Interface), to resist shoulder-surfing attacks. Through experiments and questionnaires, we evaluated the usability and security of the FFI compared to the gaze-based input using the original feedback.

• Korean Institute of Interior Design Journal
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• v.24 no.2
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• pp.134-141
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• 2015

Brand space is one of the important elements of urban cultural space and can stimulate the urban culture as a significant landmark. Thus, it is necessary to develop factors for evaluating the communication with users in brand spaces. In particular, factors for evaluating the psychological, emotional aspects of users is essential. This study is aimed at developing evaluation factors with a space marketing perspective through an user behavioral analysis. As for research method, the emotional responses of users will be examined and analyzed through an eye-tracking device. First, The researcher will visit brand spaces and take photos of them to collect data and analyze the status. Second, we filled out the questionnaire based on analytical framework and selected 20 architectural students for survey. Third, Eye-tracking experiment will be conducted. Forth, Space design marketing evaluation factors will be established based on the results. Final, suggestions for future research based on the analysis results. When the 30 images of premium supermarkets were used for the survey, men were more sensitive to the store design. But women were more sensitive to the quality or store accessibility. Also, the furniture factor was most important for women, and spatial factor was most important for men. When the eye-tracking experiment was done as to the 5 selected brand spaces, both men and women looked at the furniture factor that includes the showcases more than anything else. It shows the same result as the previous survey.

• Journal of Digital Convergence
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• v.14 no.1
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• pp.399-405
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• 2016

Head-Up Display, an information-providing display, is a device that provides necessary information through a vehicle window for a driver when driving, with which the driver secures the visibility and acquires information necessary for driving. Head-up displays in early days were mostly installed in imported vehicles but increasingly, being installed in medium and large-sized domestic vehicles, they secures convenience of driving and information acquirement. The information display element of each of currently released brand cars not only has limits in consistency and in displaying interface but also reveals the limitation of a way to apply GUI, being applied to dot reflective form in terms of the technology type. Accordingly, this study draws real time information element described as necessary during driving through case survey and analysis, and aims to provide a user with new GUI guideline through transparent display technology recently developed based on results analyzed with priority of POI(Point of Interest) information.

• Korean Institute of Interior Design Journal
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• v.23 no.1
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• pp.122-131
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• 2014

This study aimed to conduct an eye-tracking experiment carried with facade images as a medium and to do research on 'the interest of the eyes' resulted from people's gazing phenomena. This study secured gazing data which appeared according to visual response and analyzed gazing phenomena to find the basic theory of 'the interest of the eyes' as a methodological role, which consumer interest and attention could be grafted when a plan and a design for space design was made. Data terms used in eye-tracking backgrounds and the movement of the eyes were investigated in literature review. Twenty (20) facade images were selected through a case study to get experimental stimuli for the related experiment. Thirty (30) subjects (men and women) suitable for the experiment were recruited to conduct an eye-tracking experiment. After the experiment, five (5) areas were set up in the facade image to identify the focus level of interest and attention. The level of interest and focus was connected to the interest of the eyes. The analysis to study the interest of the eyes was based on nine (9) items such as sequence, entry time, dwell time, hit ratio, revisits, revisitors, average fixation, first fixation and fixation count. Through gaze analysis, the following conclusion was drawn about the 'interest level of sight' for gaze frequency. The interest level can be interpreted to be higher for faster sequence, shorter entry time, longer all fixation(ms) for dwell time, faster all saccade(%), higher hit ratio, more revisits, more revisitors, longer average fixation, faster and longer first fixation, and more fixation count, and the person can be said to have felt interest faster and/or more.

• Journal of Digital Convergence
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• v.17 no.4
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• pp.261-266
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• 2019

The purpose of this study is to assess usage of floating action button, a component of Google's Material Design. Case studies were conducted to overview the component's current usage and qualities, followed by eye-tracking experiments and in-depth interviews conducted to 12 subjects. Results have shown that while floating button can promote an action by catching viewers' attention with its striking visual, users tend to look at top more, thus preferring top placement for interfaces. To give positive user experience, designers should consider factors such as the amount of content covered by the button, the way users interact with the application, etc. This study aims to provide proper guidelines for the component's application.

• Journal of the Institute of Convergence Signal Processing
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• v.23 no.2
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• pp.70-75
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• 2022

With the spread of various digital devices, devices have become commonplace in modern society. Moreover, due to the increase in device usage and online learning while staying indoors during the COVID-19 pandemic, symptoms such as an increase in myopia in children due to eye fatigue, an increase in young presbyopia, and dry eye syndrome are increasing, and now people are paying attention to eye health. This is different from before. There are various prescriptions for eye health, but in this paper, we would like to propose a training method for enhancing visual function using VR contents. The analog methods of the existing teaching aids for visual function reinforcement training were planned and produced as digital contents, and VR-based training contents were selected from among the various methods carried out with teaching aids at the visual function training center, which can be made into contents. was developed with In the training process for each content, it was proposed to apply eye tracking to the VR device in order to give the user feedback on their participation in the training so that the management and concentration of the training process could be analyzed.

• Journal of Intelligence and Information Systems
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• v.29 no.4
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• pp.271-286
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• 2023

The global COVID-19 pandemic has transformed face masks from situational accessories to indispensable items in daily life, prompting a shift in public perception and behavior. While the relaxation of mandatory mask-wearing regulations is underway, a significant number of individuals continue to embrace face masks, turning them into a form of personal expression and identity. This phenomenon has given rise to the Fashion Mask industry, characterized by unique designs and colors, experiencing rapid growth in the market. However, existing research on masks is predominantly focused on their efficacy in preventing infection or exploring attitudes during the pandemic, leaving a gap in understanding consumer preferences for mask design. We address this gap by investigating consumer perceptions and preferences for two prevalent mask designs-horizontal fold flat masks and vertical fold flat masks. Through a comprehensive approach involving surveys and eye-tracking experiments, we aim to unravel the subtle differences in how consumers perceive these designs. Our research questions focus on determining which design is more appealing and exploring the reasons behind any observed differences. The study's findings reveal a clear preference for vertical fold flat masks, which are not only preferred but also perceived as unique, sophisticated, three-dimensional, and lively. The eye-tracking analysis provides insights into the visual attention patterns associated with mask designs, highlighting the pivotal role of the fold line in influencing these patterns. This research contributes to the evolving understanding of masks as a fashion statement and provides valuable insights for manufacturers and marketers in the Fashion Mask industry. The results have implications beyond the pandemic, emphasizing the importance of design elements in sustaining consumer interest in face masks.