• Journal of Fashion Business
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• v.14 no.5
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• pp.35-48
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• 2010

As measuring visual behavior by utilize eye-tracker, this study examines whether consumer concentrates on visual attention with certain object and measures visual behavior with fixation number, fixation duration, the first fixation, which are visual attention pattern of consumer about Mannequin, hanger, shelve as props of display advertising effect on clothing store. It has experimental purpose to recognize relationships in terms of regardless, appropriateness, purchase intention. During display of clothing store, first experimental consequence to measure visual behavior on consumer did appear to allocate more cautions than other props. Second, in terms of relationships with regardless, appropriateness, purchase intention from consumer, each fixation pattern about consumer's fixation number, fixation duration, the first fixation was confirmed that there is meaningful correlation with each other. Accordingly, as advertising effect of mannequin makes consumer to concentrate more visually cautious, it is translated that high favor about display product with mannequin has positive role on purchase intention. Also, there is a purpose that higher feasibility on study result provides practical point on clothing store's display marketing strategy of corporation.

• Proceedings of the KAIS Fall Conference
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• 2004.11a
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• pp.234-239
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• 2004

This paper describes preliminary results we have obtained in developing a computer vision system based on active IR illumination for real time gaze tracking for interactive graphic display. Unlike most of the existing gaze tracking techniques, which often require assuming a static head to work well and require a cumbersome calibration process fur each person, our gaze tracker can perform robust and accurate gaze estimation without calibration and under rather significant head movement. This is made possible by a new gaze calibration procedure that identifies the mapping from pupil parameters to screen coordinates using the Generalized Regression Neural Networks (GRNN). With GRNN, the mapping does not have to be an analytical function and head movement is explicitly accounted for by the gaze mapping function. Furthermore, the mapping function can generalize to other individuals not used in the training. The effectiveness of our gaze tracker is demonstrated by preliminary experiments that involve gaze-contingent interactive graphic display.

• Journal of the Korean Society of Surveying, Geodesy, Photogrammetry and Cartography
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• v.37 no.5
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• pp.343-350
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• 2019

Map labels are the most recognizable map elements using the human visual system because they are essentially a natural language. In this study, an experiment was conducted using an eye-tracker to objectively record and analyze the response of subjects regarding visual attention to map labels. A primary building object was identified by analyzing visit counts, average visit duration, fixation counts, and the average fixation duration of a subject's gaze for an area of interest acquired using the eye-tracker. The unmarked rate of map labels in Google map, Naver map, and Daum map was calculated. As a result, this rate exceeded fifty-one percent, with the lowest rate recorded for Google map. It is expected that the results of this study will contribute to an increase in the diversity of research in terms of the spatial cognition approach for map labels, which is more helpful to users than the existing body of work on methods of expression for labels.

• School Mathematics
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• v.17 no.3
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• pp.391-405
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• 2015

This study was aimed to investigate how students' relational thinking about equations could be formed by exploring web-based balance. The researchers developed 3 groups of 4 typed 12 equation problems of (a+b+c = d+ _ ) to test 24 4th graders. Pretest and post-test were conducted using Eye-tracker for investigating their eye movements. The researchers interviewed students who were not having distinct strategies to look into their cognitive process. As a result, we can conclude web-based balance helped students to get the concept of the equal sign and to form the relational thinking by the process of comparing both sides, right and left on the basis of fulcrum on balance.

• Journal of Korean Elementary Science Education
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• v.36 no.4
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• pp.428-438
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• 2017

The purpose of this study is to analyze the visual attention of elementary school students according to the editorial design of the 2007 2009 revised elementary science textbook 'Structure and function of our body'. For this purpose, eye movements were collected while elementary school students were watching real textbooks wearing mobile eye tracker. The BeGaze 3.7 program of SMI company was used analyzing eye movements. Twenty-six elementary school students participated voluntarily in mobile tracking research. Elementary students learned the contents of textbook related to 'digestive organ' and 'respiratory organ' by using double reading learning strategy. The results of this study are as follows. First, as a result of pre- and post-knowledge tests, there was no statistically significant difference in learning effect between 2007 revised and 2009 revised textbook editing design. Second, elementary school students tended to give more visual attention to text than textbook illustrations. Third, the selective attention and persistent attention of elementary students showed a very strong positive correlation (.940), but the selective attention and self-control showed a strong positive correlation (.499). Fourth, students with high level of attention and low level showed high visual occupancy in text than in illustrations. Fifth, elementary school students preferred the 2009 revised science textbook to the 2007 revised.

• Journal of The Korean Association For Science Education
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• v.36 no.4
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• pp.705-715
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• 2016

The purpose of this research is to analyze elementary students' attention characteristics through attention test and eye tracking on real science classes. The SMI's ETG(eye tracker glasses) mobile eye tracker was used to analyze the attention process of elementary students'. The sampling rate of the ETG is 30Hz. The participants of attention test were elementary 155 6th-grade elementary students and the participants for the eye-tracker were six 6th-grade male students. The eye movements were analyzed using the 'BeGaze Mobile Video Analysis Package' program. The results of this research are as follows. First, the attention test results of elementary students showed high correlation between selective attention and sustained attention (.85) and low correlation between selective attention and self-regulation (.32). Second, the attention types of elementary students were divided into four; attention, inattention, easygoing and hasty. Third, elementary students' attention were divided into top-down, bottom-up, default mode network through analysis of elementary students′ eye-movements during real science classes. Also their attention shift occurred frequently due to various reasons in real class situation. There were three reasons that made elementary students fail to handle knowledge-dependent top-down attention; 1) the cognitive failure of target caused by failing to focus attention, 2) the absence of prior knowledge on target object, 3) the analogical failure of prior knowledge. Finally, elementary students' attention process were schematized based on the analysis of students' eye movements and attention test. This research is expected to be utilized as basic data for developing effective teaching strategies, teaching-learning models and instructional materials.

• Journal of Information Technology Services
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• v.18 no.1
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• pp.1-12
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• 2019

The purpose of this study is to find out what type of skip button used in forced exposure advertising is the most positive to the users. The four types of skip buttons were produced for the experiment and tested by survey and eye tracker to reveal the effects of the skip buttons on perceived intrusion, advertising attention, attitude toward advertising, and memory consisting of recall and recognition. Out of 80 participants, 20 were randomly assigned to the specific type of skip button group. The results showed that there is no statistical difference in advertising attention, perceived intrusiveness and attitude toward advertising. However, the recall and recognition rate are the highest in the static text type and kinetic text, product image, and default follow statistically. This study has implications for using skip buttons as a major variable for inventory of TrueView advertising effects and suggests that the amount of information in the image is critical processed by users within very short time.

• Journal of the Ergonomics Society of Korea
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• v.31 no.5
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• pp.609-616
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• 2012

Objective: The aim of the study is to evaluate the difference of legibility between e-book and paper-book by using eye-tracker. Background: Despite of many researches on the e-book and paper-book, there are few researches on the difference between e-book and paper-book. In addition, the researches on the e-book were only dependent on the e-book reader. This study focused on the comparison of e-book and paper-book controlled with the same environments. Method: This study was conducted with $2{\times}3$ within-subject design. Independent variables include the types of book (e-book, paper-book) and font sizes (8pt, 10pt, 12pt). Dependent variables are four measures of fixation duration, saccade length, blink rate and subjective discomfort. Analysis of Variance (ANOVA) with repeated measured design was used to investigate the main and interaction effects of independent variables on each of the dependent variables. The multiple comparisons were performed by post hoc analysis and Bonferroni correction was applied. Results: Fixation duration at e-book was longer than paper-book (p<0.01). Saccade length at e-book was shorter than paper-book (p<0.05). Blink rate at e-book was higher than paper-book (p<0.1). Subjective discomfort at e-book was higher than paper-book (p<0.1). Legibility at 8pt was better than 10pt, 12pt (p<0.01) in fixation duration, saccade length and subjective discomfort. Conclusion: It was found that the legibility at e-book are worse than paper-book from this study. These results indicated that the legibility of e-book was needed to be validated and improved to replace the paper-book. Application: This study suggests improving something related to fixation duration, saccade length, blink rate and subjective discomfort for betterment of e-book.

• Journal of Korea Multimedia Society
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• v.24 no.8
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• pp.1171-1177
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• 2021

Measuring and evaluation of audience's visual message perception are crucial process for scientific production of visual content. This study tried to evaluate the difference of viewer's awareness of visual object depends on his or her inherent characteristics like conservatism using an eye tracker system. Especially, this experiment tested research questions about positive correlation between conservatism and peoples' eye movements following the sound visual messages. 57 subjects participated in the test. Two different groups were exposed to two visual elements representing 'the conservative' and 'the liberal'. The results showed that people tended to have different way of seeing visual objects according to their inherent characteristics. Also by comparing the gaze time at the object and area of interest(AOI) in visual, this study is able to verify the existence of 'positive way of seeing' and 'negative way of seeing'. The two different ways of seeing have their own trail of eye movement.

• Education of Primary School Mathematics
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• v.20 no.2
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• pp.163-175
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• 2017

The purpose of the study is to identify the effect of length and right angle indication on the understanding of the concept of the figure when presenting the task of classifying the plane figures. we recorded thirty three 4th grade students' performance with eye-tracking technologies and analyzed the correct answer rate and gaze duration. The findings from the study were as follows. First, correctness rate increased and Gaze duration decreased by marking length in isosceles triangle and equilateral triangle. Second, correctness rate increased and Gaze duration decreased by marking right angle in acute angle triangle and obtuse triangle. Based on these results, it is necessary to focus on measuring the understanding of the concept of the figure rather than measuring the students' ability to measure by expressing the length and angle when presenting the task of classifying the plane figures.