The effect of short-form video content, speed, and proportion on visual attention and subjective perception in online food delivery menu interfaces

Abstract

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.