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인공지능 기반 시선 추적 기법을 활용한 모바일 커머스 사용자 시선 데이터 분석
김서영(Seoyeong Kim),장지인(Jiin Jang),박태정(Taejung Park) 한국디지털콘텐츠학회 2023 한국디지털콘텐츠학회논문지 Vol.24 No.5
In this study, we implemented a system where the user gaze data were collected while they engaged in mobile commerce, and these data were analyzed based on the area of interest. The system is based on a technology that enables gaze tracking with general mobile devices and artificial intelligence without dedicated hardware for eye tracking. We conducted experiments to prove that the results can be expressed as quantitative indicators for consumer analysis and intuitive information visualization. The proposed method involves pre-processing of gaze data, classification according to the gaze characteristics, processing of interest-specific regions of gazed points, and information dimension. In addition, the proposed method is accessible at a low cost compared with existing methods, which require purchasing, installation, and use of expensive hardware. The proposed method allows a large number of users with general smartphones or tablets to use the mobile commerce environment naturally without time and space limitations in gathering target information. In conclusion, our method can collect and analyze more specific gaze information-based data for large-scale purchasing processes that are previously impossible.
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