Jamsri, Pornsuree

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Jamsri, Pornsuree
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pornsuree.ja@kmitl.ac.th

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    Item type:Publication,
    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.