The increasing popularity of neuromarketing has led to the emergence of various measurement methods, such as webcam-based eye-tracking technology. Webcam-based eye-tracking technology is noteworthy not only for its use in laboratories but also for its ability to be applied to participants online in their natural environments through a link. However, the complexity of e-commerce interfaces necessitates high performance in eye-tracking methods. This complexity and the applicability of webcam-based eye-tracking technology in various environments have raised research questions about how its performance changes depending on the type and location of lighting. To answer these questions, experiments were conducted with 30 users in two different experimental environments illuminated by artificial and natural methods, with the lighting from the left, right, and front. Participants were asked to focus on targets located in specially prepared graphics for the experiment. In the heatmaps obtained in the eye-tracking tests, the distance and angular difference between the focal point and the target point were measured using the polar coordinate system. The findings indicate that measurements taken with lighting coming from the center were more efficient in both natural and artificial lighting types and measurements taken under natural lighting performed 24% better than artificial ones. Web camera-based eye-tracking technology is a promising method. However, detailed statistical analyses have demonstrated that for complex interfaces like e-commerce, the position and type of lighting are crucial parameters.

中文翻译：

---

神经营销中不同照明条件下基于网络的眼球追踪系统性能的研究

神经营销学的日益普及导致了各种测量方法的出现，例如基于网络摄像头的眼球追踪技术。基于网络摄像头的眼球追踪技术值得注意，不仅因为它在实验室中的使用，而且还因为它能够通过链接应用于自然环境中的在线参与者。然而，电子商务界面的复杂性要求眼动追踪方法具有高性能。基于网络摄像头的眼动追踪技术在各种环境中的复杂性和适用性引发了研究问题，即其性能如何根据照明的类型和位置而变化。为了回答这些问题，我们对 30 名用户在两种不同的实验环境中进行了实验，分别采用人工和自然方法照明，照明来自左侧、右侧和前方。参与者被要求关注位于为实验专门准备的图形中的目标。在眼动追踪测试中获得的热图中，使用极坐标系测量焦点与目标点之间的距离和角度差。研究结果表明，使用来自中心的照明进行的测量在自然照明和人工照明类型中都更有效，并且在自然照明下进行的测量比人工照明下的测量效果好 24%。基于网络摄像头的眼球追踪技术是一种很有前途的方法。然而，详细的统计分析表明，对于电子商务等复杂界面，照明的位置和类型是至关重要的参数。