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Hlávková Barbora. User experience focused on credibility in e-commerce. Brno: Mendel University in Brno, 2017. The thesis deals with User experience focused on credibility in e-commerce survey of the Y generation. To determine the perception of the credibility on e-shops was used eye tracking (n = 30) with in-depth interviews (n = 30) and questionnaire survey (n = 155). The aim of the thesis is to suggest general recommendations for e-commerce in terms of consumer trust.

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Subconcussions in sport is a growing field of interest and concern as deteriorative effects of these impacts have been shown in athletes without a diagnosed concussion. Detecting subconcussions is extremely difficult and there is no standardized method to recognize these injuries. A first step in identifying subconcussion is taking a closer look at concussions. The vestibular system has been shown to be negatively affected after concussive injuries which can be quantified via oculomotor function and pupillometry. Currently, King Devick (KD) style tests and Pupillary Light Reflex (PLR) are two popular tests that can be administered to athletes to gather clinical eye measures relating to oculomotor function and pupillometry. This study aimed to investigate how clinical eye measures change through serial in-season testing of Division 1 (D1) soccer athletes. Head impacts throughout a soccer season were recorded and we hypothesized that a greater number of head impacts would result in negative clinical changes even in the absence of a diagnosed concussion. No major trends were observed in soccer athletes that can be associated with trends seen in concussed populations. Soccer athletes were found to be slightly more likely to test abnormally than non-contact controls and soccer athletes with a greater number of head impacts were found to have slightly more abnormal tests than athletes with fewer head impacts. Overall, this study provides a dataset of pre and post-season measurements and uniquely includes multiple in-season measurements to provide a new perspective on oculomotor function and pupillary light reflex over the course of a sports season. / Master of Science / Subconcussions in sport is a growing field of interest and concern as deteriorative effects of these impacts have been shown in athletes without a diagnosed concussion. Detecting subconcussions is extremely difficult and there is no standardized method to recognize these injuries. The first step at identifying subconcussions is to more closely look at concussions. Eye movements and pupil response to stimuli can be affected after a concussive injury. Currently, King Devick (KD) style tests and Pupillary Light Reflex (PLR) are two popular tests that can be administered to athletes to gather clinical eye measures relating to eye motion and pupil response to stimuli. This study aimed to investigate how clinical eye measures change through repeated in-season testing of Division 1 (D1) soccer athletes. Head impacts throughout a soccer season were recorded and we hypothesized that a greater number of head impacts would result in negative clinical changes even in the absence of a diagnosed concussion. No major trends were observed in soccer athletes that can be associated with trends seen in concussed populations. Soccer athletes were found to be slightly more likely to test abnormally than non-contact controls and soccer athletes with a greater number of head impacts were found to have slightly more abnormal tests than athletes with fewer head impacts. Overall, this study provides a dataset of pre and post-season measurements and uniquely includes multiple in-season measurements to provide a new perspective on clinical eye measures over the course of a sports season.

Research on eye movement control during first language (L1) reading has long since established that (i) words are read most efficiently when the first saccade into the word lands near its center, (ii) words are refixated more often when landing positions deviate from the center of the word, and (iii) relatively proficient readers' saccades land closer to this center position. Eye-tracking studies of second language (L2) reading tend to compare participant groups based on their language background (L1 vs L2) rather than L2 proficiency. As of yet, there has been no comparison of these approaches. This study reports a comparative analysis of the Multilingual Eye-movement COrpus (MECO), which contains data on English text reading and its component skills from 543 participants representing 12 different L1s. Analyses of the distributions of initial landing positions and refixation probabilities establish that the gradient measure of proficiency in English (as L1 or L2) has a greater explanatory power than categorical contrasts between language backgrounds. We also found that English proficiency has a gradient effect on efficiency of saccadic targeting: more proficient readers landed their initial saccades closer to the word's center. However, more proficient readers of English were also less accurate in their saccadic targeting, showing greater dispersion of initial landing positions. We link this puzzling finding to the observation that landing in a suboptimal position comes with a much higher processing cost (refixation probability) for less proficient readers. This study discusses theoretical and methodological implications of the novel findings for reading research. / Thesis / Master of Science (MSc) / When we read text, we do not continuously move our eyes across it, but we make a series of rapid eye fixations on different parts of the text. Scientists know that if we fixate our eyes on a center of a word rather than on its beginning or end, we will understand that word the fastest. Highly skilled readers make the first fixation on any word in a more optimal place compared to less skilled readers. Making such optimal fixations allows highly skilled readers to understand each word they encounter faster, which makes them better readers and leads to more successful outcomes later in life. In this research project we were interested in how reader's proficiency in reading related skills affects the efficiency of their eye-movements during reading English as a first and second language. The results found that more proficient readers were found to have a lighter penalty to the speed of their reading when fixating their eyes farther away from the optimal position in words. Additionally, the results demonstrated that proficiency in reading related skills is a better indicator of the efficient eye-movement behavior than native language of the reader.

During reading, readers engage in comprehension and metacognitive processes. When problems in integrating the current information with the situation model occur, readers tend to make regressions—backward eye movements—to find information in prior text to resolve the problem (Schotter et al., 2014). Prior research suggests that cues related to regressions are used when making metacomprehension judgments. The usage of these cues may be influenced by a person’s ability to attend to comprehension processes during reading. The current study examined the relationship between comprehension and metacomprehension processes by using regressions as a measure of online monitoring. Experiment 1 examined how attention to end-of-sentence regressions affected the usage of cues related to regressions. During reading, participants heard tones when an end-of-sentence regression was made, random tones, or did not hear tones. Participants in the random tone condition were less likely to use cues related to regressions than participants that did not hear any tones. Experiment 2 examined how awareness of comprehension difficulties and working memory affected the usage of cues related to regressions when making metacomprehension judgments. During reading, participants performed a secondary task that influenced the ability to attend to comprehension processes. Participants also completed working memory tasks. Participants in the distracted condition were less likely to use cues related to regressions than participants in the control condition. In addition, participants with low attentional control were more likely to use cues related to regressions than participants with high attentional control. The findings suggest that attention to comprehension processes and working memory play an important role in the relationship between comprehension and metacomprehension.

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Older infants are good referential learners. That is, at around 14-months of age, they begin to learn the verbal labels of objects and events around them. However, referential learning can be made more challenging by increasing the lexical similarity between labels. The primary goal of this study was to examine whether an adult speaker's ostensive cues and eye gaze-object contingency could augment referential learning in 14-month-old infants under difficult conditions (i.e., minimal pair labels). In Experiment 1, infants were familiarized and tested on two word-object associations with minimal pairs (e.g., "bin" and "din"), presented on an eye-tracker. Importantly, each session began when infants made eye contact with a female speaker on the screen, and she continually looked at and verbally referenced each object in an infant-directed style. On test trials when the familiar object+label was switched, infants significantly increased their visual scanning of the speaker's mouth compared to control trials. In Experiment 2, the same procedure was followed with a new group of 14-month-olds, except that the speaker now looked in the opposite direction from the objects on the screen, but continued to label them with minimal pairs in an infant-directed style. In contrast to the results of Experiment 1, infants in this latter experiment did not differentially attend to any area of her face during the switch trials. This pattern of results shows that the ostensive nature of a social partner augments infants' referential learning under cognitive challenge, but it is the contingent nature of the speaker's regard to what is being labeled that is a necessary factor in promoting learning. / Ph. D.