Digital menus innovation diffusion and transformation process of consumer behavior
Journal of Hospitality and Tourism Technology
ISSN: 1757-9880
Article publication date: 8 August 2023
Issue publication date: 22 November 2023
Abstract
Purpose
This study aims to investigate how different menu types trigger diners’ behavioral intentions in restaurants’ innovation diffusion from paper to digital menus.
Design/methodology/approach
Four menu types, namely, paper menus with text only, paper menus with text and images, digital menus that show text and images or text and video with self-service technological functionality, are designed to empirically examine a mental process through which perceived information quality, perceived food quality and perceived service quality influence diners’ behavioral intentions.
Findings
Based on the online survey data from 502 diners, results show that the menu design influences customers’ perceptions. The video-based digital menu is the most effective to generate diners’ behavioral intentions, followed by a paper menu with text and images.
Research limitations/implications
This study contributes to the innovation diffusion theory and stimulus-organism-responses theory to encourage the joint use of auditory and visual channels for digital menu design in restaurants.
Originality/value
The authors confirm the digital transformation in menu design in restaurants. Restaurant diners are also prepared and comfortable with digital menus, especially in the postpandemic world.
研究目的
本研究目的在于调查在餐厅从纸质菜单到数字菜单的创新扩散过程中, 不同菜单类型如何影响餐厅客人的行为意向。
研究设计/方法/途径
通过设计并使用四种菜单类型, 分别为只有文本的纸质菜单、具有文本和图片的纸质菜单、显示文本和图片或文本和视频的数字菜单以及具有自助技术功能的数字菜单, 本研究以实证方法考察了感知信息质量、感知食品质量和感知服务质量如何影响餐厅客人的行为意向的心理过程。
研究发现
根据对502名餐厅客人的在线调查数据显示, 菜单设计影响了客人的感知。基于视频的数字菜单是影响餐厅客人行为意向最有效的菜单类型, 其次是文本和图片的纸质菜单。
研究启示
本研究表明应鼓励在餐厅数字菜单设计中同时使用听觉和视觉元素。因此, 为研究促进了创新扩散理论和刺激-有机体-反应理论的发展。
研究价值
我们证实了数字菜单在餐厅菜单设计中的转型。餐厅客人, 尤其是在在后疫情时代, 已经准备好并愿意接受使用数字菜单。
Keywords
Acknowledgements
The work described in this paper was fully supported by a grant from Departmental General Research Fund, The Hong Kong Polytechnic University (Project Reference No.: UC92).
Citation
Lin, P.M.C., Peng, K.-L., Au, W.C.W., Qiu, H. and Deng, C.D. (2023), "Digital menus innovation diffusion and transformation process of consumer behavior", Journal of Hospitality and Tourism Technology, Vol. 14 No. 5, pp. 732-761. https://doi.org/10.1108/JHTT-07-2021-0217
Publisher
:Emerald Publishing Limited
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