• Korean Institute of Interior Design Journal
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• v.22 no.6
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• pp.212-219
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• 2013

This study uses a fashion shop facade design to track human gaze, find gaze frequency for gaze time for the gaze points along the path of sight, and expose the importance of facade design and figure out the value through theoretical systematization. Thus, this study employed the measurement method in physiological psychology which is sight-tracking device with eye-tracking to perform effective data evaluation. To find gaze frequency and study the contents to reflect on the facade, precedent study review, and case study of facade design to collect stimulants to be used in eye-tracking experiment were executed. And the eye-tracking experiment which traces the movement of eye[pupil] was performed. As the result of analyzing gaze frequency, The characteristics of such gaze path formation made the characteristics for gaze frequency even clearer. What was characteristic in the analysis result according to 'average value for gaze time' was that only 8 out of 2000 areas showed over 1 second of frequency and, and all other shoed less than 1 second of gaze time. This indicates that human sight endlessly jumps around, and that it 'Stay' where it has interest. This study found the average of the frequency of this 'Stay' in facade design. This study well presents the major points to add value to the design of the space of facade based on scientific measurement/analysis data obtained through visual understanding. Through such, this study is thought to be able to have a positive interaction with marketing by forming a theoretical background bringing utility to purchase environment and assisting in sales increase.

• Journal of Korean Elementary Science Education
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• v.33 no.1
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• pp.181-194
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• 2014

The purpose of this study was to analyze the difference between eye movements according to science achievement of elementary school students on measuring tasks. Science achievement was graded by the results of Korea national achievement test conducted in 2012. As an assessment tool to check measuring task, two measuring measure problems from TSPS(Test of Science Process Skill; developed in 1994) which were suitable for eye tracking system were adopted. The subjects of this study were 3 underachievers and 3 overachievers from 6th grade who agreed to participate in the research. SMI was used to collect EMD (eye movement data). Experiment 3.2 and BeGaze 3.2 programs were used to plan experiment and analyze EMD. As a result, eye movements of participants in measuring task did not show the path to the common gaze by groups. To solve the problem of using specific measuring strategies related to the correct answer. Underachiever who failed in measuring tasks don't have enough measurement capabilities and lack eye movement through the area of interest for cognitive thinking. These results show that elementary school science curriculum dealing with measuring have to reflect a lot of step-by-step learning requires.

• 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.

• Korean Institute of Interior Design Journal
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• v.27 no.2
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• pp.3-11
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• 2018

This study aims to investigate whether there is intensionally changing eye - gaze on the cafe space images with floor finishing materials. In the Yarbus' experiment, he argued that changing information that an observer is asked to obtain from an image changes pattern of eye movements. Based on the scan path evidence, this research have questions as (1) the difference of visual attention on finishing floor material stimulus, (2) visual attention of initial activity time and type of movement paths on AOIs, and (3) visual relation floor area with another AOIs. Eye movements were recorded with the SMI REDn Scientific, which sampled eye position at 30Hz and lasted 2 minutes(120s). Although viewing was binocular, only the right eye was tracked. Of the 66 observers(mean age 22 years, standard deviation: ${\pm}1.82$) who participated in the experiment done by the four point calibration and validation procedures at the beginning tasks. Analyzing qualitative data from the number of fixation and duration on AOIs divided into four parts (AOI I-Floor, AOI II-Wall, AOI III-Ceiling, and AOI IV-Counter) in the stimulus. The results from this experiment analyzed as follows. First, it was significant in the difference of the average number of AOIs fixation times observed for the spatial image using the wood tile flooring material and the polishing tile. The wood tile flooring of stimulus had higher fixation number on AOI-II, AOI-III, and AOI-IV than the polishing tile. On seeing AOI-I was higher attention in the polishing tile stimulus. Second, the observers examined AOI-II intensively in both stimuli. However, the visual intensity was also followed by on the AOI-IV and AOI-I in the wood tile flooring stimulus, and on AOI-I, AO-IV in the polishing tile. Third, visual attention data on each AOIs have divided into the time range of "5 sec" for both images. In the wood tile stimulus, the horizontal movement path followed by AOI-II, AOI-IV, and AOI-II. In the polished tile stimulus, the movement path followed by moving vertically to AOI-II, AOI-I, and AOI-II. This study approached meaningfully and found out the characteristics of visual attention, according to the different intentions of visual attention, the relationship pathways of visual mechanism appeared and also activated by eye-tracking experiments.

• Journal of Korea Multimedia Society
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• v.23 no.9
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• pp.1210-1218
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• 2020

This study selected brand logos of six South Korean and Chinese banks including KB, IBK, SH, ICBC, ABC, and SISB, conducted Eye Tracking experiment among 36 South Korean and Chinese university students(Nine male and female students, respectively), and analyzed the difference of visual attention of consumers on bank brand logo, symbol, Korean/Chinese character logo types as well as the difference of visual attention of these consumers on English logo types. Results were represented by using statistics and visualization including GAZEPLOT, HEATMAP, and visual expression. Results showed that most generally gazed logo types more often and longer than symbols when they watched bank brand logos. A slight difference was observed between both groups in terms of gazing English logo types. This study has a implication that it proposed the possibility of drawing quantitative and reliable outcomes by utilizing eye tracking device and approaching in an objective standpoint beyond a methodological aspect on bank brand logo primarily leaning over the analysis of case research or design development. Moreover, findings are expected to serve as basic data for proposing the direction of special bank brand logo design and marketing strategies.

• Journal of The Korean Association For Science Education
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• v.33 no.7
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• pp.1471-1485
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• 2013

The purpose of this study was to develop a HAM (Heuristic Attention Model) by analyzing the difference between eye movements according to the science achievement of elementary school students on discrimination task. Science achievement was graded by the results of the Korea national achievement test conducted in 2012 for a random sampling of classes. As an assessment tool to check discrimination task, two discrimination measure problems from TSPS (Test of Science Process Skill, developed in 1994) which were suitable for an eye tracking system were adopted. The subjects of this study were 20 students from the sixth grade who agreed to participate in the research. SMI was used to collect EMD (eye movement data). Experiment 3.2 and BeGaze 3.2 programs were used to plan experiments and analyze EMD. As a result, eye movements of participants in discrimination tasks varied greatly in counts and duration of fixation, first fixation duration, and dwell time, according to students' science achievement and difficulty of the problems. By the analysis of EMD, strategies of the students' problem-solving could be found. During problem solving, subjects' eye movements were affected by visual attention; bottom-up attention, top-down attention and convert attention, and aflunter attention. In conclusion, HAM was developed, and it is believed to help in the development of a science learning program for underachievers.

• Korean Institute of Interior Design Journal
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• v.26 no.5
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• pp.83-92
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• 2017

This research is about the characteristics of the saccades that occurring in the process of observing the spatial. The size of the saccades is the visual activity for acquiring the information, and the search trace that left by the spatial visitor. Reviewed over the saccade through the analysis of observation process that appeared in the eye-tracking experiment of sports store from the department store, the saccade is defined as the sight movement in the process of finding a component to view in the spatial. If some spatial component induces saccade, and able to know which specific component acquired through the saccade, then the designer will have a clue which able to provide the spatial desired by the consumer. The results of analyzing the process in the deriving the spatial component and saccade characteristic from industrial space, can be summarised as follows. The first, the average fixed number of [IN].[OUT] zone appeared similarly, and it leads to knowing that the time used for attention with one frequency is about 0.3 seconds. Second, there were more saccades toward [$IN{\rightarrow}OUT$] (13 persons, 76.5%) than [$OUT{\rightarrow}IN$] (4 persons, 23.5%). The Los Angeles area has lots of interesting things to watch, so it able to thinks to begins with small saccade and then occur to bigger saccade activity to find new interests shortly after [OUT] saccade. Third, according to time range changes, keep eyes on the characteristics of saccade, [IN].[OUT] frequency has slightly decreased the changes of viewing time, but there was no significant change in an average number of observations. This means that the frequency and the number of observations are decreased together. Therefore, it can be seen that the amount of information to be acquired (frequency) is decreased (count) as the observation time elapses.