ABSTRACT

Research on consumer reading (i.e., visual patterns) of Asian restaurant menus is new territory for academic research. This study is the first attempt to scrutinize consumers’ visual patterns toward restaurant menus varied by the combination of page orientation (landscape vs. portrait) and menu script (horizontal vs. vertical). Based on existing menus, four distinct versions were created and tested on 54 participants, while collecting eye-tracking measures. After applying the two-way ANOVA, we found that page orientation, menu scripts, and their interaction do not cause a significant impact on the average total fixation time of the participants. Contingency table tests and the one-way ANOVA reveal that a sweet spot and sour spot exist on three of the four menus studied.

摘要

对亚洲餐厅菜单的消费者阅读（即视觉模式）的研究是学术研究的新领域。这项研究是首次尝试调查消费者对餐厅菜单的视觉模式，这些视觉菜单因页面方向（横向与纵向）和菜单脚本（横向与纵向）的组合而变化。根据现有菜单，在收集眼动追踪指标的同时，创建了四个不同的版本并在54位参与者上进行了测试。应用双向ANOVA后，我们发现页面方向，菜单脚本及其交互不会对参与者的平均总固定时间产生重大影响。列联表测试和单向方差分析显示，在所研究的四个菜单中的三个菜单上，存在一个甜点和一个酸点。