The effects of online restaurant menus on consumer purchase intention
Evidence from an emerging economy
Bibliographic Data
| ID | 21295839 |
|---|---|
| Authors | Thanh Tiep Le (0000-0002-2509-5910, University of Economics Ho Chi Minh City), Nhu Bui Thi Tuyet (0000-0002-1164-2290, University of Economics Ho Chi Minh City), Thu Le Anh (University of Economics Ho Chi Minh City), Ngan Dang Thi Kim (University of Economics Ho Chi Minh City), Ninh Trinh Thi Thai (University of Economics Ho Chi Minh City), Anh Nguyen Lan (University of Economics Ho Chi Minh City) |
| Year | 2023 |
| Volume | 125 |
| Issue | 7 |
| Pages | 2663-2679 |
| Publication date | 2023-05-30 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-10-2022-0916 |
| OpenAlex | W4318184015 |
| Language | EN |
| Citations received | 3 |
| References cited | 54 |
Purpose This study evaluates the impact of online menus and perceived convenience of online food ordering on consumer purchase intention and shows how a desire for food creates a relationship between an online menu and a customer's purchase intention. Suggestions for management are proposed to design an effective menu to improve business performance in the competitive market in Vietnam. Design/methodology/approach The paper follows a quantitative method. Quantitative research aims to analyze and critically evaluate the research question(s) to discover new factors. Findings Findings indicate a positive relationship between menu visual appeal (MV), menu informativeness (MI), desire for food (DF), the perceived convenience (PC) of ordering food online and intention to purchase (PI). The attractiveness of images and information is a significant factor affecting diners’ desire to eat, while the demand for food and the convenience of ordering food online are also factors affecting purchase intention. Practical implications The study confirms the importance of online menus to purchase intention. Economically, when supply and demand are reasonable, the market is stable and technology develops. In terms of social, hygiene, attractiveness and price factors, it is helpful to have an overview. Research is the premise for further studies with factors from menu to customer trust. Originality/value The study provides a solid foundation for further studies on restaurant menu elements as well as a new perspective on how restaurants improve their dishes
Advertising · Attractiveness · Business · Consumer behaviour · Originality · Premise · Social media · Value (mathematics) · Computer Science · Consumer Retail Behavior Studies · Digital Marketing and Social Media · Marketing · Psychology · Technology Adoption and User Behaviour
Liking vs. wanting food
Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services
Differences in perceptions about food delivery apps between single-person and multi-person households
‘Liking’ and ‘wanting’ food rewards
The Technology Acceptance Model
Making Healthful Food Choices
The theory of planned behavior
User Acceptance of Computer Technology
The effects of environmental consciousness and menu information on the perception of restaurant image
Antecedents and consequences of fast-food restaurant customers' perception of price fairness
Innovation within the food companies
The benefits of simply observing
Everyday temptations
Positive Mood and Resistance to Temptation
| Citations per year | 1.5 |
|---|---|
| Citation span | 2024 - 2025 (2) |
| Highly cited | No |