Abstract: The paper aims to clarify the relationship between product involvement level and consumer tendency toward online review. It proposes the products in two classes and examines the level of user attention and significant difference between attribute-based areas and experience-based areas in each category. It uses an eye-tracking experiment to simulate the experience of online shopping behavior in order to view the consumers' shopping behavior. Thus, a scenario was designed, and 23 participants were asked step by step to purchase some products and add them to their shopping cart. The fixation durations are used to examine the amount of visual attention of the user in each area of interest (AOI) determined considering two classes of high involvement and low involvement products, and paired sample T-test was used to examine the effect of the product’s types on the online review content. The study results explained that users of high involvement products consider the attribute-based points more highly than the experience-based points.
Abstract: In an era when everything is increasingly digital, consumers are always looking for new options in solutions to their everyday needs. In this context, mobile apps are developing at an exponential pace. One of the fastest growing segments of mobile technologies is, obviously, e-commerce. It can be predicted that mobile commerce will record nearly three times the global growth of e-commerce across all platforms, which indicates its importance in the given segment. The current coronavirus pandemic is also changing many of the existing paradigms both socially, economically, and technologically, which has a major impact on changing consumer behavior and the emphasis on simplification and clarity of mobile solutions. This is the area that User Experience (UX) and User Interface (UI) designers deal with. Their task is to design a sufficiently attractive and interesting solution that will be available on all mobile devices and at the same time will be easy enough for the customer/visitor to get to the destination or to get the necessary information in a few clicks. The basis for changes in UX design can now be obtained not only through online analytical tools, but also through neuromarketing, especially in the case of mobile devices. The paper highlights possibilities for testing UX design applications on mobile devices using a special platform that combines a stationary eye camera (eye tracking) and facial analysis (facial coding).
Abstract: Expert sight readers rely on their ability to recognize patterns in scores, their inner hearing and prediction skills in order to perform complex sight reading exercises. They also have the ability to observe deviations from expected patterns in musical scores. This increases the “Eye-hand span” (reading ahead of the point of playing) in order to process the elements in the score. The study aims to investigate the gaze patterns of expert and non-expert sight readers focusing on key and time signatures. 20 musicians were tasked with playing 12 sight reading examples composed for one hand and five examples composed for two hands to be performed on a piano keyboard. These examples were composed in different keys and time signatures and included accidentals and changes of time signature to test this theory. Results showed that the experts fixate more and for longer on key and time signatures as well as deviations in examples for two hands than the non-expert group. The inverse was true for the examples for one hand, where expert sight readers showed fewer and shorter fixations on key and time signatures as well as deviations. This seems to suggest that experts focus more on the key and time signatures as well as deviations in complex scores to facilitate sight reading. The examples written for one appeared to be too easy for the expert sight readers, compromising gaze patterns.
Abstract: Eye tracking is a great way to triangulate multiple data sources for deeper, more complete knowledge of how instructional materials are really being used and emotional connections made. Using sensor based biometrics provides a detailed local analysis in real time expanding our ability to collect science based data for a more comprehensive level of understanding, not previously possible, for teaching and learning. The knowledge gained will be used to make future improvements to instructional materials, tools, and interactions. The literature has been examined and a preliminary pilot test was implemented to develop a methodology for research in Instructional Design and Technology. Eye tracking now offers the addition of objective metrics obtained from eye tracking and other biometric data collection with analysis for a fresh perspective.
Abstract: Usability is one of the most important quality attributes for web-based information systems. Specifically, for e-commerce applications, usability becomes more prominent. In this study, we aimed to explore the features that experienced users seek in e-commerce applications. We used eye tracking method in evaluations. Eye movement data are obtained from the eye-tracking method and analyzed based on task completion time, number of fixations, as well as heat map and gaze plot measures. The results of the analysis show that the eye movements of participants' are too static in certain areas and their areas of interest are scattered in many different places. It has been determined that this causes users to fail to complete their transactions. According to the findings, we outlined the issues to improve the usability of e-commerce websites. Then we propose solutions to identify the issues. In this way, it is expected that e-commerce sites will be developed which will make experienced users more satisfied.
Abstract: The late detection and subjectivity of the assessment of Autism Spectrum Disorder (ASD) imposed a difficulty for the children’s clinical and familiar environment. The results showed in this paper, are part of a research project about the assessment and training of social skills in children with ASD, whose overall goal is the use of virtual environments together with physiological measures in order to find a new model of objective ASD assessment based on implicit brain processes measures. In particular, this work tries to contribute by studying the differences and changes in the Skin Conductance Response (SCR) and Eye Tracking (ET) between a typical development group (TD group) and an ASD group (ASD group) after several combined stimuli using a low cost Immersive Virtual Environment (IVE). Subjects were exposed to a virtual environment that showed natural scenes that stimulated visual, auditory and olfactory perceptual system. By exposing them to the IVE, subjects showed natural behaviors while measuring SCR and ET. This study compared measures of subjects diagnosed with ASD (N = 18) with a control group of subjects with typical development (N=10) when exposed to three different conditions: only visual (V), visual and auditory (VA) and visual, auditory and olfactory (VAO) stimulation. Correlations between SCR and ET measures were also correlated with the Autism Diagnostic Observation Schedule (ADOS) test. SCR measures showed significant differences among the experimental condition between groups. The ASD group presented higher level of SCR while we did not find significant differences between groups regarding DF. We found high significant correlations among all the experimental conditions in SCR measures and the subscale of ADOS test of imagination and symbolic thinking. Regarding the correlation between ET measures and ADOS test, the results showed significant relationship between VA condition and communication scores.
Abstract: An online performance management system was evaluated, and recommendations were made to improve the system. The study shows the effects of not adhering to the established web design principles and conventions. Furthermore, the study indicates that if the online performance management system is not well designed, it may have negative effects on the overall usability of the system and these negative effects will have consequences for both the employer and employees. The evaluation was done in terms of the usability metrics of effectiveness, efficiency and user satisfaction. Effectiveness was measured in terms of the success rate with which users could execute prescribed tasks in a sandbox system. Efficiency was expressed in terms of the time it took participants to understand what is expected of them and to execute the tasks. Post-test questionnaires were used in order to determine the satisfaction of the participants. Recommendations were made to improve the usability of the online performance management system.
Abstract: Main goal of the research project is Scaffold Use Risk Assessment Model (SURAM) formulation, developed for the assessment of risk levels as a various construction process stages with various work trades. Finally, in 2016, the project received financing by the National Center for Research and development according to PBS3/A2/19/2015–Research Grant. The presented data, calculations and analyzes discussed in this paper were created as a result of the completion on the first and second phase of the PBS3/A2/19/2015 project. Method: One of the arms of the research project is the assessment of worker visual concentration on the sight zones as well as risky visual point inadequate observation. In this part of research, the mobile eye-tracker was used to monitor the worker observation zones. SMI Eye Tracking Glasses is a tool, which allows us to analyze in real time and place where our eyesight is concentrated on and consequently build the map of worker's eyesight concentration during a shift. While the project is still running, currently 64 construction sites have been examined, and more than 600 workers took part in the experiment including monitoring of typical parameters of the work regimen, workload, microclimate, sound vibration, etc. Full equipment can also be useful in more advanced analyses. Because of that technology we have verified not only main focus of workers eyes during work on or next to scaffolding, but we have also examined which changes in the surrounding environment during their shift influenced their concentration. In the result of this study it has been proven that only up to 45.75% of the shift time, workers’ eye concentration was on one of three work-related areas. Workers seem to be distracted by noisy vehicles or people nearby. In opposite to our initial assumptions and other authors’ findings, we observed that the reflective parts of the scaffoldings were not more recognized by workers in their direct workplaces. We have noticed that the red curbs were the only well recognized part on a very few scaffoldings. Surprisingly on numbers of samples, we have not recognized any significant number of concentrations on those curbs. Conclusion: We have found the eye-tracking method useful for the construction of the SURAM model in the risk perception and worker’s behavior sub-modules. We also have found that the initial worker's stress and work visual conditions seem to be more predictive for assessment of the risky developing situation or an accident than other parameters relating to a work environment.
Abstract: This paper presents the ‘Eye Ball Motion Controlled
Wheelchair using IR Sensors’ for the elderly and differently abled
people. In this eye tracking based technology, three Proximity
Infrared (IR) sensor modules are mounted on an eye frame to trace
the movement of the iris. Since, IR sensors detect only white objects;
a unique sequence of digital bits is generated corresponding to each
eye movement. These signals are then processed via a micro
controller IC (PIC18F452) to control the motors of the wheelchair.
The potential and efficiency of previously developed rehabilitation
systems that use head motion, chin control, sip-n-puff control, voice
recognition, and EEG signals variedly have also been explored in
detail. They were found to be inconvenient as they served either
limited usability or non-affordability. After multiple regression
analyses, the proposed design was developed as a cost-effective,
flexible and stream-lined alternative for people who have trouble
adopting conventional assistive technologies.
Abstract: Driver fatigue is an important factor in the increasing
number of road accidents. Dynamic template matching method was
proposed to address the problem of real-time driver fatigue detection
system based on eye-tracking. An effective vision based approach
was used to analyze the driver’s eye state to detect fatigue. The driver
fatigue system consists of Face detection, Eye detection, Eye
tracking, and Fatigue detection. Initially frames are captured from a
color video in a car dashboard and transformed from RGB into YCbCr
color space to detect the driver’s face. Canny edge operator was used
to estimating the eye region and the locations of eyes are extracted.
The extracted eyes were considered as a template matching for eye
tracking. Edge Map Overlapping (EMO) and Edge Pixel Count
(EPC) matching function were used for eye tracking which is used to
improve the matching accuracy. The pixel of eyeball was tracked
from the eye regions which are used to determine the fatigue state of
the driver.
Abstract: The purpose of this study was to investigate graduate
students’ visual attention and perceptions of a Prezi presentation. Ten
postgraduate master students were presented with a Prezi presentation
at the Centre for Instructional Technology and Multimedia, Universiti
Sains Malaysia (USM). The eye movement indicators such as dwell
time, average fixation on the areas of interests, heat maps and focus
maps were abstracted to indicate the students’ visual attention.
Descriptive statistics was employed to analyze the students’
perception of the Prezi presentation in terms of text, slide design,
images, layout and overall presentation. The result revealed that the
students paid more attention to the text followed by the images and
sub heading presented through the Prezi presentation.
Abstract: Because road traffic accidents are a major source of death worldwide, attempts have been made to create Advanced Driver Assistance Systems (ADAS) able to detect vehicle, driver and
environmental conditions that are cues for possible potential accidents. This paper presents continued work on a novel Nonintrusive
Intelligent Driver Assistance and Safety System (Ni-DASS)
for assessing driver attention and hazard awareness. It uses two onboard
CCD cameras – one observing the road and the other observing
the driver-s face. The windscreen is divided into cells and analysis of
the driver-s eye-gaze patterns allows Ni-DASS to determine the windscreen cell the driver is focusing on using eye-gesture templates.
Intersecting the driver-s field of view through the observed
windscreen cell with subsections of the camera-s field of view containing a potential hazard allows Ni-DASS to estimate the
probability that the driver has actually observed the hazard. Results
have shown that the proposed technique is an accurate enough
measure of driver observation to be useful in ADAS systems.
Abstract: In this paper as showed a non-invasive 3D eye tracker
for optometry clinical applications. Measurements of biomechanical
variables in clinical practice have many font of errors associated with
traditional procedments such cover test (CT), near point of
accommodation (NPC), eye ductions (ED), eye vergences (EG) and,
eye versions (ES). Ocular motility should always be tested but all
evaluations have a subjective interpretations by practitioners, the
results is based in clinical experiences, repeatability and accuracy
don-t exist. Optometric-lab is a tool with 3 (tree) analogical video
cameras triggered and synchronized in one acquisition board AD.
The variables globe rotation angle and velocity can be quantified.
Data record frequency was performed with 27Hz, camera calibration
was performed in a know volume and image radial distortion
adjustments.
Abstract: Visual attention allows user to select the most relevant
information to ongoing behaviour. This paper presents a study on; i)
the performance of people measurements, ii) accurateness of people
measurement of the peaks that correspond to chemical quantities
from the Magnetic Resonance Spectroscopy (MRS) graphs and iii)
affects of people measurements to the algorithm-based diagnosis.
Participant-s eye-movement was recorded using eye-tracker tool
(Eyelink II). This experiment involves three participants for
examining 20 MRS graphs to estimate the peaks of chemical
quantities which indicate the abnormalities associated with
Cerebellar Tumours (CT). The status of each MRS is verified by
using decision algorithm. Analysis involves determination of
humans-s eye movement pattern in measuring the peak of
spectrograms, scan path and determining the relationship of
distributions of fixation durations with the accuracy of measurement.
In particular, the eye-tracking data revealed which aspects of the
spectrogram received more visual attention and in what order they
were viewed. This preliminary investigation provides a proof of
concept for use of the eye tracking technology as the basis for
expanded CT diagnosis.
Abstract: This paper addresses the development of an intelligent vision system for human-robot interaction. The two novel contributions of this paper are 1) Detection of human faces and 2) Localizing the eye. The method is based on visual attributes of human skin colors and geometrical analysis of face skeleton. This paper introduces a spatial domain filtering method named ?Fuzzily skewed filter' which incorporates Fuzzy rules for deciding the gray level of pixels in the image in their neighborhoods and takes advantages of both the median and averaging filters. The effectiveness of the method has been justified over implementing the eye tracking commands to an entertainment robot, named ''AIBO''.
Abstract: This study examined the role of driving experience in hazard perception and categorization using traffic scene pictures. Specifically, young-inexperienced, moderately experienced and very experienced (taxi) drivers observed traffic scene pictures while connected to an eye tracking system and were asked to rate the level of hazardousness of each picture and to mention the three most prominent hazards in it. Target pictures included nine, nearly identical, pairs of pictures where one picture in each pair included an actual hazard as an additional element. Altogether, 22 areas of interest (AOIs) were predefined and included 13 potential hazards and 9 actual hazards. Data analysis included both verbal reports and eye scanning patterns of these AOIs. Generally, both experienced and taxi drivers noted a relatively larger number of potential hazards than young inexperienced drivers Thus, by relating to less salient potential hazards, experienced drivers have demonstrated a better situation model of the traffic environment.
Abstract: Brand name plays a vital role for in-shop buying
behavior of consumers and mutated brand name may affect the
selling of leading branded products. In Indian market, there are many
products with mutated brand names which are either orthographically
or phonologically similar. Due to presence of such products, Indian
consumers very often fall under confusion when buying some
regularly used stuff. Authors of the present paper have attempted to
demonstrate relationship between less attention and false recognition
of mutated brand names during a product selection process. To
achieve this goal, visual attention study was conducted on 15 male
college students using eye-tracker against a mutated brand name and
errors in recognition were noted using questionnaire. Statistical
analysis of the acquired data revealed that there was more false
recognition of mutated brand name when less attention was paid
during selection of favorite product. Moreover, it was perceived that
eye tracking is an effective tool for analyzing false recognition of
brand name mutation.