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Illustration of how the midline and AOI bounds were corrected based on the estimated gaze during the fixation cross
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The many benefits of online research and the recent emergence of open-source eye-tracking libraries have sparked an interest in transferring time-consuming and expensive eye-tracking studies from the lab to the web. In the current study, we validate online webcam-based eye-tracking by conceptually replicating three robust eye-tracking studies (the...
Context in source publication
Context 1
... participants who had a too large offset. We extracted gaze position during the tailing 80% of each central fixation period at the beginning of each trial and estimated the measurement bias for that given trial. To account for the offset, the estimated bias was then added to the midline and area of interest (AOI) bounds of that trial (see Fig. 2). For instance, if we found an offset of 50 px to the right of the fixation cross, we would shift the midline and bounds of the AOIs 50 px to the right. As this experiment was limited to a left-right distinction, we applied this correction only for x-values. On average, the midline was corrected for 119 px to either direction (median = ...
Citations
... Even though these advantages come with limited temporo-spatial resolution and reduced experimental control, online eye tracking bears huge potential for (scientific) research. In line with this claim, several studies successfully replicated findings from inlaboratory eye tracking in such an online setup (Gouret & Pfeuffer, 2023;Semmelmann & Weigelt, 2018;Van der Cruyssen et al., 2023;Yang & Krajbich, 2021). ...
... Previous research indicates reduced statistical power for online compared to inlaboratory eye tracking (Van der Cruyssen et al., 2023). Thus, we decided on recruiting a more than three times larger sample than previous research on irrelevance processing and creativity (n = 100; cf. ...
... Furthermore, we did neither find a significant relation of irrelevance processing with openness nor with creative achievement. As other in-laboratory studies also did not find a relation of openness and irrelevance processing in a similar setup (Mastria et al., 2023), it might be that the underlying effect is not robust enough to be detected in such an online (and thus noisy) setting (see also Van der Cruyssen et al., 2023). ...
Processing apparently irrelevant information has been linked to successful creative ideation, especially in open-minded individuals. To investigate attentional processing, prior studies in this field relied on in-laboratory eye tracking. Despite several advantages, this method also comes with downsides like high costs and slow data collection. To address these issues, online, webcam-based eye tracking might be a promising solution. In three preregistered experiments, we transferred an established paradigm from in-laboratory research to the online context. Participants (N = 100 for each study) had to come up with possible uses for visually presented items, which were surrounded by apparently irrelevant distractor objects. Between experiments, we manipulated the kind of these distractor items (study 1: real objects; study 2: real objects for half of the trials and random geometric figures for the other half; study 3: random geometric figures). In line with prior in-laboratory research, in study 1 and in the real objects condition in study 2, we found a positive relation of the time processing this apparently irrelevant information and the originality of the produced uses. For the random geometric figures condition of study 2 and in study 3, no such relation was found. We conclude that irrelevance processing only promotes creativity if the additional information is somehow related to the given task and can thus stimulate novel ideas. In contrast, simply shifting the visual focus away from a task might not be sufficient to facilitate creative thinking. We discuss the potential and limitations of online webcam-based eye tracking for creativity research.
... Cruyssen et al. [17] emphasized that online eye-tracking studies, focusing on relatively significant effects and did not demand exceedingly high precision (such as studies comprising four or fewer major AOI), could be conducted using respondents' webcams. Schröter et al. [12] investigated the suitability of webcam eye-tracking in understanding the impact of external factors on the visual attention of customers visiting online clothing shops. ...
Online developments encourage various store businesses to set up online stores or e-commerce, including buying and selling batik products. Batik as one of the masterpieces as world-recognized Indonesian cultural heritage, is still being done by Small-Medium Industry (SMIs). Currently, batik SMI still has technological limitations, even though there are quite a lot of enthusiasts. There has been no testing with the Eye-Tracking method and usability testing for batik e-commerce. Therefore, the batik e-commerce website was chosen to be the subject of this study. Techniques used to usability conducted by users, evaluators, or software used Webcam Eye-tracking. There are two batik e-commerce that provide ready-to-sell products used in this research, one is an established, and the other is a newcomer. Based on usability testing with the performance metrics, the results show that both Danar Hadi and Butimo have values that aren’t much different for the aspects of time-on-task, efficiency, and errors. While in the test satisfaction, both are in the Acceptable category. Based on statistical tests, there were no significant differences based on gender for the usability aspect tested. Proposed improvements based on the performance analysis, heatmap, and gaze replay include the main menu section and the payment platform icon section. It’s proposed to improve the placement of advertisements on the batik e-commerce with an area of interest analysis.
