This study investigates consumer visual attention to the fast food chain’s page on Instagram and its impact on purchase intentions. The study used an eye tracking device to examine the sequences of 11 participants (mean of age 24 years) when tracking information on the Instagram page of fast-food chain. The study focused on the main page and post page of a global and local brand. The data were analyzed descriptively, parametrically, and non-parametrically. The results showed that the sequences of participants did not differ in both types of brands. However, the results of the analysis showed that the duration of fixation differed significantly on the AOI on the main page(F(1.209,12.092)=59.006, p<.001) and on the post page(X2(2)=30.240, p<.001). Multiple linear regression tests were also used in this study to look at the contribution value of each AOI to buying interest. The results showed that the contribution value of AOI was stated as much as 31.2% variance in consumer buying interest, with regression equation; Buy interest (Y) = (-0.135*AOI1) + (-0.272*AOI2) + (-0.161*AOI3)+ (-0.60*AOI4)+(-0.128*AOI5)+ (-0.213*AOI6)plus; (0.063*AOI7)+5.00.

Topics
Tracking devices, Ecology, Regression analysis
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