Eye-tracking technology in Vietnam: A comprehensive review of its application and acceptance across various fields

This paper presents a literature review of the application and acceptance of eye tracking technology in Vietnam across various fields, including education, consumer behavior, and medical research. Eye tracking has gained prominence due to its ability to provide objective insights into visual attention, cognitive processes, and decision-making. The study aims to evaluate the scope of existing research, assess the technology's effectiveness in Vietnamese contexts, and highlight areas for future development. The review focuses on research published up to 2023, specifically on studies that utilized eye tracking technology to explore various research areas. A systematic search using relevant keywords in both English and Vietnamese was conducted across academic databases. Initially, nine relevant articles were identified, with four selected for detailed examination. These studies applied eye tracking technology to different domains, such as consumer behavior, gender differences, environmental influences on children, and brand awareness. For instance, research in consumer behavior used eye-tracking to investigate Vietnamese preferences in food and beverage choices. Meanwhile, studies focusing on dioxin exposure in children explored gender-specific visual patterns and cognitive effects. These findings suggest that eye tracking is a valuable method for examining consumer preferences and environmental impacts on cognitive behavior, especially in Vietnam. However, this review also identifies limitations in the existing research, particularly regarding sample representation and diversity. To advance the field, future research should focus on including more diverse populations and integrating additional physiological measures. This would provide a more comprehensive understanding of human behavior in Vietnam, thereby enhancing the applicability and relevance of eye tracking studies across various disciplines. Addressing these limitations could significantly contribute to the growth and development of research using eye tracking technology in Vietnam.