Exploring Visual Attention, Consumption Vision, and Attitude Toward Café Menus Using Eye-Tracking Analysis

The global café industry has expanded rapidly, intensifying competition and underscoring the need to understand how menu design influences consumer behavior. This study investigates how different menu formats affect visual attention, consumption vision, and attitude toward menu items. A mixed-method approach was employed, combining quantitative eye-tracking experiments using the Tobii Pro Spectrum with a post-experiment survey of 35 participants from diverse national backgrounds. Regression analyses reveal that icon and photo fixations significantly predict consumption vision. ANOVA results indicate that text receives more attention in Basic and Description menus, while images dominate in Photo menus. Paired t-tests confirm that consumers focus more on text in Icon menus and more on images in Photo menus. Theoretically, this study demonstrates that visual stimuli are more effective than text in activating consumption vision and shaping consumer attitudes. Practically, it emphasizes the role of visual elements in menu design for enhancing customer engagement and decision-making.