This paper investigates the cognitive processes involved in English word recognition among young EFL learners using eye-tracking methodology. A quasi-experimental mixed method design was used to investigate how young L2 learners engage with basic words, with or without pictorial cues. A total of seventeen 6th-grade pupils from two schools participated in the experiment. The participants were presented with a list of 20 words and were asked to read them aloud while their eye movements were tracked to discern their viewing patterns. Immediately after the reading task, stimulated-recall interviews were conducted to triangulate and validate the participants’ viewing behaviors. Results indicate that participants focused significantly more on the text than the accompanying pictures yet demonstrated better performance in recognizing and reading the words presented in a picture-based mode. Some participants reported that the pictures were not viewed because the words were easy to read. In contrast, others struggled to read certain words due to an over-reliance on their background knowledge, which sometimes led to misinterpretation. These results emphasize the importance of integrating visual cues with word recognition instruction in early language learning contexts, highlighting when and how these cues should be utilized effectively.

There has been almost 26 years since science of marketing has developed in Mongolia and there has been significant progress in acquiring and using its findings. Business companies’ leadership have become aware of the importance of this science and see marketing as business philosophy and understand that analyzing the market, business environment and conditions by consumers is the key to success. Today’s society demands from marketing professionals’ delicacy and taking into account consumers’ needs and creating new needs and new means of consumption. Main purpose of business entities is to be aware of consumer needs, to establish its position on the market and to be successful. In order to provide consumers with the best products and keep them at the center of their attention it is important to establish optimal ratio of marketing factors that would most efficiently influence consumers with different behaviors.

목적 : 본 연구는 시선추적 분야에 사용되는 적외선 동공 검출 기법을 기반으로 동공 크기 변화와 동공 간 거리 변화 분석을 통해 양안시기능을 타각적으로 측정하는 방법에 관해서 연구하고자 한다. 방법 : 남녀 23명(평균연령 27.27±8.84세)을 대상으로 원거리(3 m) 및 근거리(0.4 m)에서 적외선 필터를 사 용하여 만든 차폐렌즈(이하 차폐렌즈)로 커버테스트를 실시하여 편위량을 측정하였다. 또한, 근거리에서 눈앞에 각각 ±1.00 D의 렌즈를 부가한 상태에서 커버테스트를 실시하여 AC/A 비 측정을 하였다. 적외선 카메라를 사용 하여 위의 과정들을 모두 촬영하였고, OpenCV(Open Source Computer Vision)를 사용하여 영상 프레임별 동 공 간 거리와 동공 면적을 계산하였다. 결과 : 원거리 및 근거리 커버테스트 측정값의 T-검정 결과 원거리 및 근거리 커버테스트 모두 통계적으로 유 의한 차이(p<0.050)가 없는 것으로 나타났고, Bland-Altman 일치도 평가에서도 대부분의 값이 두 측정법 사이 95% 신뢰구간 내에 존재하였다. 경사 AC/A 비는 -1.00 D를 가입했을 때 p=0.015, +1.00 D를 가입했을 때 p=0.823으로 –1.00 D 렌즈를 가입했을 때 유의미한 차이가 발생하였고, 계산 AC/A 비는 유의한 차이가 나타나 지 않았다. AC/A 비의 일치도 평가 역시 두 검사법 간 평균 차이가 0.9 △로 나타났고, 산점도 역시 평균 차이 선 에 균일하게 배열하여 비교적 높은 일치도를 보였다. 결론 : 본 연구에서는 시선추적 기술에 활용되는 적외선 동공 검출 기법을 기반으로 양안시기능의 타각적 검사 법을 개발하였다. 동공 크기 변화와 동공 간 거리 변화 양상 분석을 통한 타각적 양안시기능 검사 방법이 실제 임 상에 적용된다면, 자각적 검사 방법의 한계를 극복할 수 있을 것으로 생각된다.

Online consumer reviews have become a substantial part of consumers’ decision-making process as they provide consumers abundant information on products and services. Some individuals will pay attention to certain components (e.g. price), whereas some will focus on other components such as images.

In the case of experiments through survey methods, accurate measurements were difficult because they were influenced by the feelings of participants in the experimentation. Thus, in this paper, using eye-tracking technology, the shortcomings of existing survey methods were supplemented and quantitative assessments were made possible. A new method was presented to analyze the player's eye tracking based on the specific points on the mobile screen. The player's eye contact information is accurate because it appears immediately. A more accurate and reliable measurement is possible by comparing and analyzing the eye-tracking data and survey methods proposed in this paper.

감성공학이라는 개념이 대두된 이래로 게임 산업에서도 감성적 성향에 기반한 게임을 개발하려는 움직임이 나타났다. 기존의 경쟁과 승리를 갈구하는 게임 방식에서 인간의 감성을 자극해 몰입을 유도하는 방식으로 전환된 것이다. 따라서 게임을 출시하기 전 개발단계에서 감성평가라는 시스템이 적용되었다. 감성 평가 시스템은 게임 인터페이스, 시스템 등의 사용성과 플레이어의 감성 욕구를 검증할 수 있는 평가 방법이다. 하지만 문항 선택 방식의 평가 방식으로는 평가자의 주관에 의존해야 한다는 단점이 있으며, 게임에 충분히 몰입을 했는지의 여부에 의해 평가자의 답변이 바뀔 수 있다는 문제가 있다. 특히 게임은 다른 미디어 콘텐츠에 비해 몰입성에 대한 영향을 크게 받는 편이며 몰입성은 수치를 통한 계량화가 힘들기 때문에 평가 대상으로 삼기 힘든 면이 있다. 이에 본 연구에서는 시선 추적 기술을 이용해 플레이어의 몰입도를 측정한 뒤 감성 평가를 실시하여 감성 평가의 신뢰성을 높이는 방법을 제안하고자 한다.

As visual marketing gains a more critical role in marketing communications, consumer eye-tracking data has been utilized to assess the effectiveness of those marketing efforts (Croll, 2016; Glazer, 2012). With eye-tracking data, researchers can capture consumers’ visual attention effectively and may predict their behavior better than with traditional memory measures (Wedel & Pieters, 2008). However, due to the complexity of data: its volume, velocity and variety, known as 3Vs of Big Data, marketing scholars have been slow in fully utilizing eye-tracking data. These data properties may pose a challenge for researchers to analyze eye-tracking data, especially gaze sequence data, with traditional statistical approaches. Commonly, researchers may analyze gaze sequences by computing average probabilities of gaze transitions from a particular area of interest to another area of interest. When the variance of gaze sequence data in the sample is small, this method would uncover a meaningful “global” trend, a trend consistent across all the individuals. However, when the variance is large, this method may not enable researchers to understand the nature of the variance, or the “messiness” of data. In this paper, first, to overcome this challenge, we propose an innovative method of analyzing gaze sequence data. Utilizing the singular value decomposition, our proposed method enables researchers to reveal a “local” trend, a trend shared by only some individuals in the sample. Second, we illustrate the benefits of our method through analyzing gaze sequence data collected in an advertising study. Finally, we discuss the implications of our proposed method, including its capability of uncovering a hidden “local” trend in “messy” gaze sequence data.

Aircraft landing is a complex and challenging flight phase in which pilots are required to allocate attention efficiently to the surrounding environment. A comprehensive understanding of pilot situation awareness (SA) is needed for successful landing. This study was to predict pilot SA during landing using eye tracking data. The experiments were carried out with 5 repetitive simulated landings for four expert and four novice pilots using eye tracking equipment. Three eye tracking features (visit frequency, dwell time ratio, scan path entropy) were developed for reflecting three level of SA model (perception, comprehension, projection). Prediction of SA was performed by developing multiple regression model. Visit frequency of expert pilots was 138%, 47%, 85%, 67%, 117%, and 91% higher than novice pilots in RPM, VVI, altimeter, heading, airspeed, and attitude areas of interest (AOIs) respectively; while 50% and 33% lower in runway and outside AOIs respectively. Dwell time ratio of expert pilots was 38% and 42% higher than novice pilots in runway and outside AOIs respectively; while 62%, 62%, and 65% lower in altimeter, airspeed, and attitude AOIs respectively. Scan path entropy of expert pilots was 33% higher than novice pilots in outside AOI; while 29% lower in attitude AOI. Coefficient of determination for the prediction model for SA was 80.6%. The results of this study can be used as objective data of strategy establishment or training feedback for novice pilots.

목적 : 본 연구의 목적은 안구운동이 동반된 주의력 훈련이 인지장애가 있는 뇌손상 환자의 주의력 및 인지능력 회복에 긍정적인 영향을 미치는 효과를 알아보기 위한 예비연구이다. 연구방법 : 인지장애가 있는 뇌손상 환자 7명에게 16주 동안 총 48회 안구운동이 동반된 주의력 훈련을 집중적으로 실시하였다. 중재 도구는 안구추적 연동형 주의력 훈련시스템인 컴퓨터 기반 인지재활 프로그램(Eye-tracking & ear system based Attention training System; EYAS)을 적용하였다. 중재 전후 인지능력의 변화를 알아보기 위하여 한국형 간이 정신상태검사(Mini-Mental State Examination for Korean; MMSE-K), 전산화 신경인지기능검사(Computerized Neuro-cognitive function Test; CNT), 운동시지각검사(Motor-free Visual Perception Test; MVPT)를 실시하였다. 결과 : 안구추적 연동형 주의력 훈련시스템으로 안구운동이 동반된 주의력 훈련을 참가자에게 중재 프로그램으로 적용한 후 주의력, 정보처리속도, 기억력 및 시지각이 향상되었다. 아이어스 중재 전보다 중재 후 MVPT 평균점수가 높았다(p<.01). MMSE-K 역시 평균 점수가 향상 되었다. 시각 주의력과 정보처리 속도에서 효과를 알아본 결과 CNT의 VCPT(Visual Continuous Performance Test)(p<.05)와 VCCPT(Visual Controlled Continuous Performance Test)(p<.01)에서 중재후가 중재전보다 평균점수가 높았다. 아이어스가 기억력에 긍정적인 영향을 미친다는 것을 CNT 평가를 통해 알 수 있었는데 CNT의 VST(Visual Span Test)(p<.01)와 DST(Digit Span Test)(p<.05)에서 평균점수가 향상되었다. 중재 후 VST 역순 검사에서는 평균값 상승이 있었고, DST 역순 검사에서는 중재 전후 평균값에서 유의한 차이를 보였다(p<.05). 결론 : 안구운동이 동반된 주의력 훈련은 인지저하가 있는 뇌손상 환자의 주의력, 정보처리 속도, 시지각, 기억력 향상에 긍정적인 영향을 준다는 가능성을 알 수 있었다. 안구운동은 주의력과 관련성이 있고, 주의력의 향상은 다른 인지능력에 긍정적인 영향을 줄 수 있다. 향후 연구에서는 구조화된 실험설계로 효과검증을 실시할 필요가 있다.

Tour application have a lot of information to offer. Because smart phones’ screen is small, it is necessary to efficiently organize user interface(UI). To have a quantity analysis on human's' attention affected by layout position in tour application UI design, an experiment was proposed and then the data analysis was done. Thirty subjects took part in our experiment and 20 tour application layout images divided into four area of interest (AOI) were taken as the stimulus randomly. Data was recorded by the Tobi Pro X2-30 eye tracker system. The heat maps and gaze plot results were analyzed. And then One-way ANOVA (analysis of variance) statistical method was applied to finding out the significant difference in factor levels. Results show that the active area and eye movements tracking roads within statistic meaning. Moreover, ANOVA (F = 24.28, p = 2.21267e􎂡15 < 0.01) shows that the different positions have significance difference effect on subjects' attention and mean of AOI (4) is a significant difference from other three area. And then the influence degree of AOI (4) (F = 13.90, p = 0.098 > 0.05) is weaker than other regions through the simple test. In conclusion, the tour applications should be considered the layout position effects on improving the attraction for corresponding users.

As well as all other branches of trade, so retail trade itself undergoes various changes and trends with regard to the development of information and communication technologies which affect not only traders themselves but also their customers. It is the retail store environment itself which is one of the decisive aspects of purchase because more than 70% of consumer decisions take place directly at the point of sale. It is the last place which can reverse the purchasing decision. A final customers´ decision is influenced not only by price, quality but also by in-store communication and visual aspects of each store. That is the reason for continuous gathering of feedback on the effectiveness and efficiency of these means of communication in real environment. Besides traditional research techniques there are situations which require the involvement of relatively new research methods. Thanks to the innovative interdisciplinary approach with the use of neuromarketing, it is possible to create effective marketing strategies and thus stimulate the customer attention and emotions. By these emotions, it is possible to achieve better motivation toward purchase and an increase in the number of sales and subsequent raise in income. The paper deals with a complex, interdisciplinary examination of the in-store communication impact on customer visual attention, emotions and related spatial behaviour of customers in grocery stores. Research integrates measurements of mobile eye camera (Eye tracker), mobile electroencephalograph (EEG), face reading technology (FA) and internal position system in real conditions of retail store. The purpose of this research is to recognise the attention, emotional response and spatial customer preferences by means of selected in-store communication tools. At the end of the paper we explain how the neuromarketing methods can be used for better understanding of consumer behaviour at the point of sale.

The objective is to explore how fashion websites affect consumers’ perception and evaluation of footwear. Mixed methodologies including eye-tracking experiments, field note and semi-structured interviews were conducted. According to our results, the relationship between pupil dilation and fixation count is related. Many participants were more concerned about the style and comfort of the product.

최근 국내 의류 시장에서 SPA 브랜드의 급격한 성장을 기반으로 관련 업체들이 기존 의류 이외에 다른 종류의 다양한 제품(SPA 브랜드 확장)을 출시하는 추세이다. 이와 같은 추세 이면의 심리적 기제를 알아보기 위해서 본 연구는 SPA 브랜드 확장에 대한 소비자 정보 처리 과정을 개념적으로 (1) SPA 브랜드 확장과 원 SPA 브랜드 간의 유사성 지각과 (2) 평가(태도와 구입의향)로 구분하였다. 이후 가상의 3종류 SPA 브랜드 확장(저, 중, 고 유사성 조건)에 대한 소비자의 유사성 지각 과정과 평가를 각각 아이트래커와 자기 보고식 설문지를 이용해 측정하였다. 통계 분석 결과, SPA 브랜드 확장의 유사성 지각 과정에서 외적 정보 탐색량과 정보 처리 수준은 ‘중>저>고 유사성 조건’ 순으로 차이를 보였다. 또한 SPA 브랜드 확장에 대한 태도와 구입의향은 ‘고=중>저 유사성 조건’ 순으로 높은 것으로 나타났다. 이와 같은 결과는 SPA 브랜드 확장에 대한 평가가 유사성 지각 정도와 유사성 지각 과정에서 투입된 인지적 노력량에 영향을 받는다는 점을 제안한다.

This study has performed a comparative analysis between groups based on Time To First Fixation, Fixation Duration, Fixation Count and Total Visit Duration, which are eye-tracking analysis indicators on what visual attention is shown compared to the e-magazine produced as regular images related to e-magazines in which experiment subjects have applied cinemagraph images as eye tracking research on the e-magazine produced with cinemagraph images and e-magazines produced with regular images. The experiment sample used e-magazines composed of nine pages while AOI (area of interest) has been set up on each page by classifying image and text regions. A combined 30 people took part in the experiment, which was performed by randomly assigning 15 to the experiment group and 15 to the control group. According to the results of the analysis, the experiment group recorded a shorter time than the control group on the e-magazine produced with cinemagraph images through Time To First Fixation. Though no significant difference was found between the experiment and control groups in Fixation Duration, a substantial difference did appear between Fixation Duration and Total Visit Duration.

Many researches have been performed on eye tracking technology and its major researches include mobile UI measurement, navigation, internet web measurement, measurement of TV concentration. However, a research on evaluating concentration of mobile gamer has not been performed so far. In this study, a possibility of being able to provide mobile game designer with data for concentration measurement was verified by measuring concentration of mobile gamer based on GazePlot, HeatMap, Cluster by utilizing eye tracking technology. In addition, based on the result of measuring eye tracking experiment, several advantages for objectivity, differentiation and complementarities of eye tracking technology were suggested. In order to measure suggested experiment result, an experiment was performed by using eye tracking system software (Tobii Mobile Device Stand for 2x2) and data, graph that could be utilized as reference data at the time of game development in the future were presented by identifying concentrated part and not concentrated part in playing a game after measuring concentration by each age group.

목 적: 간접적 안구 운동 검사 방법인 New York State Optometric Association King-Devick (NYSOAK-D) 및 Developmental Eye Movement (DEM) 검사를 수행하는 동안 직접적 안구 운동 검사 방법인 안구운동 추적 장치(Eye Movement Tracking Device, SMI, Co.)를 사용하여 측정된 안구 운동 변수가 두 검사수행에 미치는 영향력을 비교하고자 하였다. 방 법: 대학생 86명(22.60±1.68세)을 대상으로 NYSOA K-D 및 DEM 검사를 수행하는 동안 안구 운동추적 장치를 이용하여 주시, 홱보기 및 눈 깜박임 안구 운동 변수의 횟수 그리고 지속 시간을 측정하였다. 결 과: 안구 운동 추적 장치로 측정한 검사 수행 시간은 NYSOA K-D 하위 검사 1, 2 및 3에서 각각15.85±3.46 sec, 15.45±3.32 sec 및 15.69±3.16 sec로 서로 유의한 차이가 없었다. DEM 하위 검사 A, B 및 C에서 16.03±2.82 sec, 16.45±2.96 sec 및 15.69±3.19 sec로 시표가 수직 방향으로 배열된 하위 검사SA 및 SB에서는 유의한 차이가 없었다. NYSOA K-D 및 DEM 검사에서 주시 수행 시간이 홱보기 수행 시간보다 더 많았고, DEM 검사에서 수평 방향보다 수직 방향으로 배열된 시표에서 홱보기 수행 시간이 더 감소하였다. 결 론: NYSOA K-D 및 DEM 검사에서 주시운동의 수행시간이 홱보기보다 더 크고, 수직방향보다 수평방향의 시표에서 홱보기의 수행시간 비율이 상대적으로 증가하였다. 주시 및 홱보기 안구 운동 능력을 명확하게 평가하기 위해서는 다양한 연령과 안구운동이상자를 대상으로 수직 및 수평 배열 시표가 모두 포함된NYSOA K-D나 DEM 검사와 안구운동추적검사를 병행한 후속 연구가 필요하고 생각된다.

Recently, the technology for smart phones has shown a quantum leap so the market share of mobile games is gradually increasing. User Interface(UI) is a crucial factor in the success of a mobile game. Thus, the mobile game UI evaluation is undoubtedly important. Currently, survey and heuristic evaluation methods are widely used in terms of evaluation. However, these methods have not been proven to show the user experiences. This study suggests a new method using ‘eye tracking’ technology which focuses on where on the mobile screen the user concentrates the most, where the user shows the most interest and how the user’s eyes move on the screen. Experiments have been conducted to verify the availability of eye tracking technology along with the differences between the traditional methods and the eye tracking method.

This study employed the eye-tracking method to investigate the nature of game players' visual attention on the game's GUI(graphic user interface) elements during game play. The genre of the game (shooting and driving games), the points of view of the game (1st person vs. 3rd person POV), and the game player's proficiency were taken into account to examine their effects on the game player's visual attention. A within-between subject experimental study was conducted (N=26). The results illustrate that the game genre was not a meaningful predictor for neither the frequency or the total duration of visual element per interface element. The point of view had a significant main effect on the game player's frequent change of their eye movement across different elements. The proficiency of game player's gaming skill significantly altered the game player's frequency and duration of visual attention. Proficient gamers were more efficient in distributing their visual attention across various elements of the GUI.