• Science of Emotion and Sensibility
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• v.20 no.1
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• pp.31-40
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• 2017

The present study used one of research techniques which is eye gaze tracking for neuromarketing. When pupil's size of men dilated over than three sigma (0.135%), the interest and eye movement in observation were measured. According to statistical analysis of previous studies, three sigma range is meaningful therefore sigma range was used as operational definition because 'pupil dilatation' is difficult to be define in eye gaze tracking data. Pictures of basketball games were selected as visual stimuli and 90% effective ratio of total 7,200 data were calculated. Thus, 29 of 34 participants were used for test. Pupil's size was calculated by applying pupil's width and height into a formular; [Pupil's size = Pupil width/2${\times}$Pupil height/$2{\times}{\pi}$]. In conclusion, billboard utilized for sports marketing had meaningless effects because gaze frequency to basketball player and surrounding environment was higher than that to billboard when participantsas game spectators diltaed their pupil's size over than three sigma. Thus, it was required using new marketing strategies like neuromarketing to increase utility through the present study.

• Journal of the HCI Society of Korea
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• v.12 no.4
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• pp.37-44
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• 2017

Eye-typing is one kind of human-computer interactive input system which is implemented by location data of gaze. It is widely used as an input system for paralytics because it does not require physical motions other than the eye movement. However, eye-typing interface based on Korean character has not been suggested yet. Thus, this research aims to implement the eye-typing interface optimized for Korean. To begin with, design objectives were established based on the features of eye-typing: significant noise and Midas touch problem. Multilevel input system was introduced to deal with noise, and an area free from input button was applied to solve Midas touch problem. Then, two types of eye-typing interfaces were suggested on phonological consideration of Korean where each syllable is generated from combination of several phonemes. Named as consonant-vowel integrated interface and separated interface, the two interfaces are designed to input Korean in phases through grouped phonemes. Finally, evaluation procedures composed of comparative experiments against the conventional Double-Korean keyboard interface, and analysis on flow of gaze were conducted. As a result, newly designed interfaces showed potential to be applied as practical tools for eye-typing.

• Korean Institute of Interior Design Journal
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• v.26 no.2
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• pp.22-32
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• 2017

This research is to analyze the spatial information search features which shown by Eye fixation and movement and conducted eye tracking experiment for targeting sports shop spatial images which it are same but looks different. This is able to find out the eye movement feature according to placement of goods from the eye movement and movement distance of spatial visitor, and the result can be defined as following. First, the whole original-reverse left / right images have a higher number of observations in the [IN] area than in the [OUT] area. This is because after eye taking high observations in LA area of [IN] have been jump-over [OUT], performed search activities in low eye fixation without high eye fixation. Second, there was a difference in the frequency of the observation data as the composition of the images changed. The original image has been often fixed the eyes in LA area, and the one that has been observed for a long time is reverse left / right image. Also, fixation point was shown higher at the reverse left / right image as jump-over from [OUT] area to [IN] area. If LA area seen as reverse left / right image, it is located in right-hand side. The case where the dominant area is on the right side has a characteristic that the eye fixation is longer. This can be understand that the arrangement of products for attract the customer's attention in the commercial space might be more effective when it is on the right side. Third, the moving distance(IN ${\rightarrow}$ OUT) of the sight pointed to external from LA area was long in the both original-reverse left / right images, but it is no relation with search direction([IN${\rightarrow}$OUT] [IN${\rightarrow}$OUT]) of the sight. In other words, the sight that entered in LA area can be seen as visual perception activity for re-searching after big jump-over, in the case go in to outward (OUT area) after searching for more than certain time. The fact that the moving distance of eye is relatively short in the [IN ${\rightarrow}$ OUT] process considered as that the gaze that stays outside the LA area naturally enters in to LA area.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.14 no.2
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• pp.793-803
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• 2013

This study was performed to determine the usefulness of scanpath similarity analysis as one of new web usability testing. The 5 websites of public institutions were used and 15 students participated. First of all, eye movements were tracked and visual appeal ratings were measured as participants freely viewed each website for 3 seconds. Subsequently in continuously tracking the eye movements we asked the participants to perform 17 missions. Finally, in interview the participants rated on satisfaction, awareness, and mission difficulty. Results of this study showed that scanpath similarity had a significant relationship with both the visual appeal ratings(first impression) and the satisfaction. In other words, higher the visual appeal ratings were related to higher scanpath similarity. This result showed that measurement such as scanpath similarity of eye movements could become an objective index for usability testing instead of subjective evaluation such as the satisfaction. We discussed possibility that the usability testing by using the scanpath similarity with both fixation and duration on eye movements will find more appropriately inference on observers' experiences in websites.

• Education of Primary School Mathematics
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• v.20 no.4
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• pp.305-319
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• 2017

In the process of finding the triangle height, 26 students in the 6th grade were surveyed to understand the students' triangle height through the eye movement data and to investigate the cognitive load of the students. As a result, the correctness rate of the pre-test was significantly increased in the post-test, and the frequency and retention of gaze data were smaller in the post-test than in the AOI of each question. The Participants's subjective cognitive load indicated that it was more difficult to understand the concept of rotated triangles compared with upright triangles that were parallel to the ground. More frequent and more retentions in the eye-tracking data were detected in the right triangles and acute triangles by rotating configuration. Eye movement data show that eye tracking technology can provide an objective measure of students' cognitive load for feedback on instructional design.

• Journal of the Ergonomics Society of Korea
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• v.30 no.1
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• pp.229-235
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• 2011

Objective: Making a new ergonomic interface system based on camera vision system, which helps the handicapped in home environment. Background: Enabling the handicapped to manipulate the consumer electronics by the proposed interface system. Method: A wearable device for capturing the eye image using a near-infrared(NIR) camera and illuminators is proposed for tracking eye gaze position(Heo et al., 2011). A frontal viewing camera is attached to the wearable device, which can recognize the consumer electronics to be controlled(Heo et al., 2011). And the amount of user's eye fatigue can be measured based on eye blink rate, and in case that the user's fatigue exceeds in the predetermined level, the proposed system can automatically change the mode of gaze based interface into that of manual selection. Results: The experimental results showed that the gaze estimation error of the proposed method was 1.98 degrees with the successful recognition of the object by the frontal viewing camera(Heo et al., 2011). Conclusion: We made a new ergonomic interface system based on gaze tracking and object recognition Application: The proposed system can be used for helping the handicapped in home environment.

• Journal of Digital Convergence
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• v.17 no.11
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• pp.97-104
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• 2019

Consumers possess their own psychological distance towards products. Based on the construal-level theory, this study aims to analyze which type of advertising appeal is more effective according to psychological distance. Also this study conducts neurophysiology experiment through eye-tracker. By using eye-tracking methods, participants' responses to products was measured and analyzed accordingly. Results revealed that consumers prefer rational appeals when the psychological distance is perceived near, while emotional appeals are preferred when the psychological distance is perceived far. In addition, eye movements measured in Visit Count(VC), Fixation Count(FC), and Total Fixation Duration(TFD) showed significant difference when participants are viewing preferred and non-preferred appeals.

• Korean Journal of Cognitive Science
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• v.15 no.4
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• pp.49-59
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• 2004

An eye-tracking experiment was conducted to examine resolving processes of grammatical marking ambiguities of Korean. and to evaluate predictions from the garden-path model and the constraint-based models on the processing of Korean morphological information. The complex NP clause structure that can be parsed according to the minimal attachment principle was compared to the embedded relative clause structures that have one of the nominative marker (-ka), the delimiter (-man, which roughly corresponds to the English word 'only'), or the topic marker (-nun) on the first NPs. The results clearly showed that Korean marking ambiguities are resolved by the minimal attachment principle, and the topic marker affects reparsing procedures. The pattern of eye fixation times was more compatible with the garden-path model, and was not consistent with the predictions of the constraint-based accounts. Suggestions for further studies were made.

• Journal of Digital Contents Society
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• v.17 no.5
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• pp.367-373
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• 2016

In this paper, we propose a novel method to improve the accuracy of eye trackers and how to analyze them. The proposed method extracts a user profile information created by extracting gaze coordinates and color information based on the exact pupil information, and then, it maintains a high accuracy in the display. In case that extract the user profile information, the changes of the accuracy for the gaze time also is estimated and the optimum parameter value is extracted. In the experimental results for the accuracy of the gaze detection, the accuracy was low if a user took a short time in a specific point. On the other hand, when taking more than two seconds, the accuracy was measured more than 80 %.

• Proceedings of the Korean Institute of Building Construction Conference
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• 2023.05a
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• pp.357-358
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• 2023

Due to recent enhance of safety law and regulations in construction sites, safety inspectors have been more required in construction sites. However, most of them are novice for safety inspection which have not enough experience and skill. Therefore, the novice safety inspector's performance on hazard recognition needs to be improved for effective safety management. The performance of safety inspection is influenced by the inspector's experience and background because the inspection is usually conducted by the inspector's eyes. Therefore, there is a difference in safety inspection performance between novice and experienced safety managers. This study aims to analyze the gap of risk perception between novice and experienced safety managers using quantitative visual data. For this objective, this study conducted eye tracking experiments for novice and experienced group to evaluate cognitive performance of safety risk factors. The results provides the level of safety awareness based on their experience in construction safety. The limitation of this study is a lack of the number of samples used in this study and did not consider the various characteristics of the participants. If these limitations are supplemented in future research, it can be used to develop safety education contents for novice safety managers.