• 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 the Korea Convergence Society
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• v.13 no.2
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• pp.177-183
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• 2022

This study investigated through eye tracking what gaze path the audience searches through portal sites (Naver, Daum, Zoom, and Nate). As a result of the layout analysis according to the gaze path of the search engine, the four main pages, which can be called to be the gateway to information search, appeared in the form of a Z-shaped layout. The news and search pages of each site use an F-shape, which means that when people's eyes move from top to right in an F-shape, they read while moving their eyes from left to right(LTR), which sequentially moves to the bottom. As a result of analyzing through the heat map, gaze plot, and cluster, which are the visual analysis indicators of eye tracking, the concentration of eyes on the photo and head copy was found the most in the heat map, and it can be said to be of high interest in the information. The flow of gaze flows downward from the top left to the right, and it can be seen that the cluster is most concentrated at the top of the portal site. The website designer should focus on improving the accessibility and readability of the information desired by the user in the layout design, and periodic interface changes are required by investigating and analyzing the tendencies and behavioral patterns of the main users.

• Korean Institute of Interior Design Journal
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• v.25 no.5
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• pp.130-139
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• 2016

To determine "how humans move in space, what they want, and through which visual information they act and choose," this study aims to define in which sense space is preferred in gaze. The ultimate goal is to extract data of human visual awareness and preference in space. This study analyzed the observation characteristics perceived through observation frequency and time depending on the purpose cafe customers to understand what intension of visiting the space has on the observation characteristics which are the results obtained as information through visual perception. This research methods are as follows. First, the areas of preference in $caf{\acute{e}}$ space gazed by visual concentration are analyzed by divided into 12 by 12 grid A and B images separated depends on existence of people. Second, eye-tracking visual path in conscious gaze is analyzed to examine. Third, though the higher section frequency is likely to have more observation time, the interest area of I(3sec/180), II(6sec/360) and III(9sec/540) had higher frequency of Intention. The followings are the results of this study. First, the time range for searching or wandering and the observation characteristics could be estimated by the meaning of observation time by grade with the time-range out of the distribution of sections. Second, at the time distribution by section, when there was intention, the observation time was found to have higher occupation. In conclusion, this study is to determine the correlation of human concentration gazing at space images. It is an exploratory research on research methodologies, and aims to develop methodologies and provide basic data to plan attractive spaces in light of the subconscious of consumers in the future by interpreting gaze data related to concentration.

• 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.

• 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 Ergonomics Society of Korea
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• v.29 no.4
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• pp.647-654
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• 2010

In a service environment, the spatial layout is an important factor that has a great impact on customers' behavioral characteristics including wayfinding and purchasing. Previous studies have shown a gap between marketing, focusing solely on profitability and satisfaction, and architecture, looking only into efficiency of pedestrian flow. To balance such disparity, this study suggests an integrated approach for assessing behavioral patterns in complex service environments. With the objective that complex service environments should aim to increase its profitability and efficiency while guaranteeing customer satisfaction, quantitative metrics was developed for evaluation. The metrics was defined to use data from behavior observation including path tracking, population counting, and gaze analysis, while previous studies have relied on abstract survey methods that were prone to sampling errors and loss of data. For validation of the metrics in a real world setting, a case study was conducted at 4 train stations in Korea. In the case study, experiments were conducted to gather the required data in all 4 train stations, while their physical layouts were also analyzed. With the results from the case study, comparative evaluation of the 4 train stations in terms of behavioral efficiency was possible, together with a discussion on the effect of their physical settings.

• 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 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.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.

• 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.