Given the rising popularity of utilizing short-form videos as visual cues, employing short-form videos to showcase food visual information in online food delivery menu interfaces could be a promising approach. However, it remains unclear about the effect of short-form video attributes on visual attention and perception of online food delivery consumers. In an experimental study with 36 participants, we combined eye-tracking technology and a perceived quality scale to assess consumers’ visual attention and subjective perception while they performed simulated ordering tasks on designed menu interfaces featuring different video contents, speeds, and proportions. Our results indicated that videos showcasing food tasting and food plating garnered more frequent visual attention and better ordering experience, respectively. Conversely, videos showcasing food cooking led to higher cognitive effort and received worse assessment. Furthermore, we found no significant evidence linking faster video speeds to increased cognitive effort, despite a slightly longer fixation duration in fast-speed videos. Besides, large video formats attracted more visual attention and created better user experiences compared to small formats, with medium formats also performing well in terms of subjective perception. These insights shed light on the optimal strategies for implementing short-form video presentations on online food delivery platforms, thus contributing to the development of user-friendly online menu interfaces for consumers.

中文翻译：

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在线食品配送菜单界面中短视频内容、速度和比例对视觉注意力和主观感知的影响

鉴于利用短视频作为视觉提示的日益普及，利用短视频在在线食品配送菜单界面中展示食品视觉信息可能是一种有前途的方法。然而，短视频属性对在线食品配送消费者的视觉注意力和感知的影响仍不清楚。在一项有 36 名参与者参与的实验研究中，我们结合眼动追踪技术和感知质量量表来评估消费者在设计的具有不同视频内容、速度和比例的菜单界面上执行模拟点餐任务时的视觉注意力和主观感知。我们的结果表明，展示食品品尝和食品摆盘的视频分别获得了更频繁的视觉关注和更好的订购体验。相反，展示食物烹饪的视频会导致更高的认知努力并获得更差的评估。此外，我们没有发现任何重要证据表明更快的视频速度与增加的认知努力有关，尽管快速视频的注视时间稍长。此外，与小格式相比，大视频格式吸引了更多的视觉注意力，创造了更好的用户体验，而中格式在主观感知方面也表现良好。这些见解揭示了在线食品配送平台上实施短视频演示的最佳策略，从而有助于为消费者开发用户友好的在线菜单界面。