摘要
學校周邊早餐店業者因為其主要客戶（學生）在早餐時段為了趕課，因此對早餐店菜單的注意時間不似高檔餐廳一般的長。店家會為了銷售考量進行主打餐的設計，但卻僅能依照過往經驗來進行主打餐單純文字說明或口頭促銷，並無法確保消費者購買主打餐點的成效。為了吸引消費者注意力，部分餐飲業者在設計菜單時會在特定區域加上主打餐點的圖片或設計不同主打區外框形狀（框架）或排版等各式刺激視覺注意力的設計以吸引消費者的注意力。雖然主打區框架是菜單設計上的重要考量之一，但圖片或主打區框架是否能吸引到消費者，過往並未針對其對消費者注意力影響進行深入探討。本研究選取最常看到的主打區框架，藉由有無框架搭配有無餐點範例圖片來探討早餐店菜單設計對消費者的注意力以及購買意圖之影響。本研究以簡單隨機抽取擲骰子方式選取120名大學生作為實驗對象並以挑選過的食品樣本圖片進行眼動實驗。研究結果顯示，主打區的範例圖片與外框對消費者購買商品確實有影響，特別是圖片對消費者購買商品有調節效果。若廠商能善用主打餐圖片來進行主打區的推薦，應該比純文字或口頭說明更有效。相關管理意涵與應用建議亦提出以供後續研究者參考。
關鍵詞：眼動、早餐店、菜單、主打區設計、框架
Abstract
A menu is a useful tool for customers to order meals; it needs to be designed attractively. Because their main customers (students) are trying to catch up with their classes during the breakfast hours, breakfast restaurant owners do not pay as much attention to the menu as high-end restaurants do. The stores usually offer a main dish for sales consideration, but they can only follow past experience to sell the main meal with simple text descriptions or verbal promotions, which cannot ensure the effectiveness of consumers to purchase the main meal. In order to attract consumers' attention, some restaurant owners will design their menus with pictures of main meals in specific areas or design different main area frame shapes (frames) or typography and other kinds of designs to stimulate visual attention to attract consumers' attention. Although the option frame is one of the important considerations in menu design, whether the image or the frame can attract consumers' attention has not been thoroughly investigated in the past. In this study, the researcher selected the most commonly seen frames for the main area and examined the effect of menu design on consumers' attention and purchase intent by using images with or without frames with meal samples. The study selected 120 college students by random sampling and conducted an eye-movement experiment with selected food samples. The results of the study showed that the sample pictures and frames did have an effect on consumers' purchases, especially the pictures had a moderating effect. If store owners can make good use of the images of the main dish, it should be more effective than pure text or verbal descriptions. Related management implications and application suggestions are also proposed for subsequent researchers' reference.
Keywords: Eye Movement, Breakfast, Menu, Promote Meals, Option Framing