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Combining Virtual Reality Advertising and Eye Tracking to Understand Visual Attention: A Pilot Study

机译：结合虚拟现实广告和眼睛跟踪来了解视觉关注：试点研究

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This paper aims to design a virtual reality eye tracker for the analysis of dynamic behavior of viewers when watching a virtual reality (VR) commercial advertising. Seven experimental participants were recruited for the pilot study. Experiment contents included a one-minute VR commercial advertising designed with Unity 3D development tool and through integration into eye tracking device of a head-mounted display (HMD), eye movements of participants were recorded. The finding results of the paper showed that: 1) when watching the VR commercial advertising, participants did not put the first sequence of gaze in each dynamic regions of interest (ROIs) in the commercial object; 2) in terms for concentration span sequence of gaze in each dynamic ROIs, if participant gazed the commercial object, more concerns were put and there was longer time for gazing; on the contrary, there was no eye movement information about gazing at the commercial object; 3) when watching the VR commercial advertising, the commercial object did not receive longer total gazing time and numbers of relative concentration gazing of participants spending on all dynamic ROIs. According to experimental results, we concluded that the VR 360-degree VR film affects the expected outcome in the operation of eye tracking technology.
机译：本文旨在为观看虚拟现实（VR）商业广告时，设计虚拟现实眼跟踪器，用于分析观众的动态行为。招募了七个实验参与者为试点研究。实验内容包括一分钟的VR商业广告，设计了统一3D开发工具，并通过集成到头戴式显示器（HMD）的眼睛跟踪装置中，记录了参与者的眼睛运动。论文的发现结果表明：1）观看VR商业广告时，参与者在商业物体中没有将来自每个感兴趣区域（ROI）的动态区域（ROI）的第一个凝视序列。 2）在每个动态ROI中凝视的集中跨度序列，如果参与者凝视着商业物体，更有疑虑被放置，并且凝视着更长的时间;相反，没有关于凝视商业物体的眼球运动信息; 3）观看VR商业广告时，商业物体没有收到所有动态ROI上的参与者的总凝视时间和相对集中凝视的数量。根据实验结果，我们得出结论，VR 360度VR薄膜影响眼跟踪技术操作中的预期结果。

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