Factors contributing to the characteristics of driver’s attention on conspicuity level during visual cluttered environment

Safety on the road has been one of the major concerns as the number of road users increase. Vehicle task demand and the surrounding environment are important aspects in maintaining the attention and manoeuvring decisions of the drivers. Visual distraction while driving, whether intended or not, can interfere with recognition, perception and other cognitive behaviours. Visual driving distractions refer to any activity that takes your visual field away from the direction you are driving including looking at a map while driving or looking the road advertisements while driving. This research was conducted to identify and measure the level of attention towards guiding and include six phases of this research which are comprehensive literature review, a preliminary study, data collection, data classification, data analysis, and a conclusion. Research also gathered 61 students from the first year at National Defence University Malaysia and used EEG devices running inside a virtual reality laboratory. Prior to the study, a preliminary study with five drivers was conducted to determine the main factors that can effect the level of respondents’ attention. Following that, survey method was given to the respondents in order to analyse the activities that affect the respondents’ attention level. This study underwent the preliminary study that involved 5 respondents in real time condition of driving on the road. In this study, the ANOVA method, F-test two samples for variances, and correlation coefficient were chosen because they meet the requirement of analysing the results with 95% accuracy. According to the findings of the study, the analysis showed that road advertisement has the highest effect on the attention level of respondent while driving but still less than α which is 0.05, thus H null is rejected.