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Author: search.filters.author.Jamsri, PornsureeSubject: search.filters.subject.Eye Tracking

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    Behavior Analysis with Eye Tracking Technology in Fashion Industry Training
    (2026-03-01)
    Jamsri, Pornsuree
    ;
    Sutipitakwong, Sutipong
    As the fashion industry grows, there is a critical need for effective digital marketing training for new employees. This pilot study aims to enhance novice training by analyzing expert's behavior and judgments. Particularly, it aims to identify challenges faced by novices and examines the strategies professionals employ to overcome them. By utilizing job-task analytics, this study revealed expert decision-making and revealed judgment process. Semi-structured interviews and observation from eye tracking technology are used in data collection from fashion industry practitioners as a target group. The results showed that novices have a different area of attention pattern than experts due to lack of experience. These insights provide insights a useful guide for novices to become experts in digital marketing field.
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    Novice Behavior Analysis in Business Training by Using Tobii Eye Tracking Technology
    (2023-01-01)
    Sutipitakwong, Sutipong
    ;
    Jamsri, Pornsuree
    Advanced technology exists in various business sectors. It is important to identify fundamental skills that are required in each business. This research aims to understand the situation or obstacles confronted by a novice staff individual while they perform required business tasks. This can provide an initial understanding of newly employed staff’s behavior and tailor meaningful training for them. Each employee performs required job tasks based on their previous background knowledge and experiences. To succeed in new job tasks, a proposed training guideline can assist novices get started and cooperate successfully with others throughout the new business environment. With the use of Tobii Eye Tracking Technology, the researcher can gather a novice’s behavior through eye tracking hardware—Tobii Glasses 3. This method discloses hidden thinking and level of task performance. Tobii Pro Lab is a software for doing analysis with 4 features: 1) gaze plots; 2) heat maps; 3) times of interest; 4) areas of interest to achieve the goal of providing information in training new employees.