Relationship between consumer behavior, perception of nutritional information, and menu factors on fast food using eye-tracking: A study on university students in Jeonju

Abstract

This study analyzed the factors that influence menu choices through eye-tracking and questionnaires in menu design. Demographic data of subjects coincided with choosing a menu and eye-tracking data. Hot Crispy Chicken Burger is the most popular menu. The study found that regardless of the selected menu, the menu name (35.5 seconds), price (21.6 seconds), and image (16.0 seconds) were viewed the longest, followed by country of origin (8.81 seconds), calories (4.6 seconds), and special indications (p<0.05). The menu name and image were checked more frequently, while calorie information was checked less often. As a result of analyzing various factors that influence menu selection through, Consumer experience and image greatly influenced menu choices. Therefore, if you want to receive a menu selection, it is considered effective to make good use of the menu name and image. In results of principal component analysis (PCA) by gender showed. Men had the longest price in the fixation duration. But, for females, there was a significant difference in gaze fixation when they took the exam, with menu names and special indications being important selection criteria. Since the results show that selection criteria and information acquisition methods differ depending on gender, this research is thought to be able to suggest directions for menu design.