This study was performed to examine consumers' visual attention and attitude to screen layout in home shopping, and directly measured using eye-tracking. we divided screen layout into two types: subtitle area and video area, and established variables affecting visual attention: involvement, sex, and screen contents. In result, first, interaction between screen layout and involvement was significant on dwell times. High involvement consumers' dwell time increased in video area, but low involvement increased in subtitle area relatively. Secondly, two interaction between screen layout and sex, and screen contents and sex was significant on dwell times. In addition, three-way interaction among screen layout, screen contents, and sex was significant, while interaction was opposite to sex. In men, dwell times increased at video area when explanation screen and at subtitle area when demonstration screen. In contrast, women's dwell times increased at video area when demonstration screen and at subtitle area when explanation screen. Moreover, interaction between subtitle area and sex was significant on fixation times. Thirdly, visual attention of screen layout affected consumers' memory and attitude differently depending on each area. This study identified the useful area to increase consumers' memory and positive attitude in home shopping screen, and provided implication for screen layout strategy.