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.
Skip Nav Destination
Article navigation
9 October 2023
THE 3RD INTERNATIONAL CONFERENCE ON COMPUTER, SCIENCE, ENGINEERING AND TECHNOLOGY (ICComSET 2020)
22 December 2020
Tasikmalaya, Indonesia
Research Article|
October 09 2023
An eye tracking study of customers’ visual attention to the fast-food chain’s page on instagram
R. Novia;
R. Novia
a)
1
Departement of System Engineering, Universitas Gadjah Mada
, Indonesia
a)Corresponding author: Novia.royani@mail.ugm.ac.id
Search for other works by this author on:
W. Titis;
W. Titis
2
Departement of Machine and Industrial Engineering Department, Universitas Gadjah Mada
, Indonesia
Search for other works by this author on:
U. Mirwan
U. Mirwan
3
Departement of Agro Industrial Technology, Universitas Gadjah Mada
, Indonesia
Search for other works by this author on:
a)Corresponding author: Novia.royani@mail.ugm.ac.id
AIP Conf. Proc. 2510, 030042 (2023)
Citation
R. Novia, W. Titis, U. Mirwan; An eye tracking study of customers’ visual attention to the fast-food chain’s page on instagram. AIP Conf. Proc. 9 October 2023; 2510 (1): 030042. https://doi.org/10.1063/5.0129351
Download citation file:
Sign in
Don't already have an account? Register
Sign In
You could not be signed in. Please check your credentials and make sure you have an active account and try again.
Pay-Per-View Access
$40.00
24
Views
Citing articles via
Design of a 100 MW solar power plant on wetland in Bangladesh
Apu Kowsar, Sumon Chandra Debnath, et al.
Inkjet- and flextrail-printing of silicon polymer-based inks for local passivating contacts
Zohreh Kiaee, Andreas Lösel, et al.
Production and characterization of corncob biochar for agricultural use
Praphatsorn Rattanaphaiboon, Nigran Homdoung, et al.