廣告想要有好的廣告效果，其廣告就必須要先被消費者所注意到，了解其訴求，進而引起購買慾望。本研究將以文字訊息的多寡與推薦方式的不同做為自變項，試著透過菜單觀看者本身的資訊處理過程，來評估廣告效果。研究者透過眼動儀來捕捉受測者視覺的注意時間，進而測試受測者對廣告的記憶程度、廣告後感覺涉入以及購買意願，以瞭解文字訊息多寡與推薦方式型態對於廣告溝通效果之影響。本實驗設計採用「二因子實驗設計」，進行「文字訊息多寡」與「推薦方式型態」兩個自變項的操控，來驗證研究之假設，正式實驗之有效樣本共123份，並以變異數分析做為對應變數之考驗方法。最後得到以下結果：
一、餐點資訊對餐點的注意力、廣告回憶、購買意願有顯著差異。
二、主廚推薦與人氣商品對餐點注意力、廣告回憶有顯著差異。

In order to achieve better advertising effects, a viewer needs to notice the advertisement first, then comprehend its advertising appeal, and finally make the purchase decision if he/she likes the message. This study evaluated advertising effects, taking menu information(many vs. little) and Recommendation method (Top-N approach vs. collaborative filtering approach) as independent variables, and an Eye-link 2000 eye-tracking device as the apparatus. The examining time on different visual spots, the recall of the advertisement message, felt involvement and the purchase intention were dependent variables. Subjects participated in the experiment, and only valid cases were available for the final analysis. The results are as follows.
1. More verbal information in menu will increase purchase intentions, visual spots and the recall of the advertisement message.
2. Collaborative filtering approach in menu will increase visual spots and the recall of the advertisement message.

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