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: 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: Visual information is very important in human perception
of surrounding world. Video is one of the most common ways to
capture visual information. The video capability has many benefits
and can be used in various applications. For the most part, the
video information is used to bring entertainment and help to relax,
moreover, it can improve the quality of life of deaf people. Visual
information is crucial for hearing impaired people, it allows them to
communicate personally, using the sign language; some parts of the
person being spoken to, are more important than others (e.g. hands,
face). Therefore, the information about visually relevant parts of the
image, allows us to design objective metric for this specific case. In
this paper, we present an example of an objective metric based on
human visual attention and detection of salient object in the observed
scene.
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: An Advance Driver Assistance System (ADAS) is a computer system on board a vehicle which is used to reduce the risk of vehicular accidents by monitoring factors relating to the driver, vehicle and environment and taking some action when a risk is identified. Much work has been done on assessing vehicle and environmental state but there is still comparatively little published work that tackles the problem of driver state. Visual attention is one such driver state. In fact, some researchers claim that lack of attention is the main cause of accidents as factors such as fatigue, alcohol or drug use, distraction and speeding all impair the driver-s capacity to pay attention to the vehicle and road conditions [1]. This seems to imply that the main cause of accidents is inappropriate driver behaviour in cases where the driver is not giving full attention while driving. The work presented in this paper proposes an ADAS system which uses an image based template matching algorithm to detect if a driver is failing to observe particular windscreen cells. This is achieved by dividing the windscreen into 24 uniform cells (4 rows of 6 columns) and matching video images of the driver-s left eye with eye-gesture templates drawn from images of the driver looking at the centre of each windscreen cell. The main contribution of this paper is to assess the accuracy of this approach using Receiver Operating Characteristic analysis. The results of our evaluation give a sensitivity value of 84.3% and a specificity value of 85.0% for the eye-gesture template approach indicating that it may be useful for driver point of regard determinations.
Abstract: The Virtual Reality (VR) is becoming increasingly
important for business, education, and entertainment, therefore VR
technology have been applied for training purposes in the areas of
military, safety training and flying simulators. In particular, the
superior and high reliability VR training system is very important in
immersion. Manipulation training in immersive virtual environments
is difficult partly because users must do without the hap contact with
real objects they rely on in the real world to orient themselves and
their manipulated.
In this paper, we create a convincing questionnaire of immersion
and an experiment to assess the influence of immersion on
performance in VR training system. The Immersion Questionnaire
(IQ) included spatial immersion, Psychological immersion, and
Sensory immersion. We show that users with a training system
complete visual attention and detection of signals. Twenty subjects
were allocated to a factorial design consisting of two different VR
systems (Desktop VR and Projector VR). The results indicated that
different VR representation methods significantly affected the
participants- Immersion dimensions.
Abstract: In this paper, a new approach for quality assessment
tasks in lossy compressed digital video is proposed. The research
activity is based on the visual fixation data recorded by an eye
tracker. The method involved both a new paradigm for subjective
quality evaluation and the subsequent statistical analysis to match
subjective scores provided by the observer to the data obtained from
the eye tracker experiments. The study brings improvements to the
state of the art, as it solves some problems highlighted in literature.
The experiments prove that data obtained from an eye tracker can be
used to classify videos according to the level of impairment due to
compression. The paper presents the methodology, the experimental
results and their interpretation. Conclusions suggest that the eye
tracker can be useful in quality assessment, if data are collected and
analyzed in a proper way.
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.