Earticle

초록

영어

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.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Conceptual Background
2.1. Fashion Industry
2.2. Human Behavior Analysis
2.3. Data Driven Organization
2.4. Eye Tracking Role in Business
2.5. Eye Tracking Technology
Ⅲ. Research Design
3.1. Participant Selection
3.2. Research Setup
3.3. Data Collection
Ⅳ. Result and Analysis
4.1. Result
4.2. User Behavior Mapping with Data Source
Ⅴ. Discussion and Conclusion
5.1. Discussion
5.2. Conclusion

저자

• Pornsuree Jamsri [ Assistant Professor, School of Information Technology, King Mongkut’s Institute of Technology Ladkrabang, Thailand ] Corresponding Author
• Sutipong Sutipitakwong [ Master's Student, School of Information Technology, King Mongkut's Institute of Technology Ladkrabang, Thailand ]

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