Effects of Visual Design Elements on Consumer Attention and Purchase Intention in Café App

Abstract

With the number of coffee shops in South Korea now exceeding 100,000 and mobile ordering continuing to expand, café applications have become vital platforms for engaging consumers. This study examines how variations in app design, one featuring a model alongside seasonal products and another displaying only the products, affect visual attention, consumer attitude, and purchase intention. Using the Tobii Pro Spectrum eye tracker, fixation duration and attention patterns were recorded, followed by a survey of 35 participants. Paired t-test results indicated that Advertisement 1 generated significantly longer fixation durations than Advertisement 2 (p = 0.024), and the seasonal menu drew more attention than the regular menu (p = 0.035). Regression analysis further revealed that attention to the seasonal menu (β = 0.761, p < 0.001) and Advertisement 1 (β = 0.595, p = 0.028) significantly enhanced consumer attitude, which in turn strongly predicted purchase intention (β = 0.760, p < 0.001). Overall, the findings underscore the importance of visually appealing, seasonally themed content and the inclusion of human imagery in boosting consumer attention and encouraging app-based purchase behavior.