Pearl M.C. Lin, Kang-Lin Peng, Wai Ching Wilson Au, Hanqin Qiu and Cheng Dan Deng
This study aims to investigate how different menu types trigger diners’ behavioral intentions in restaurants’ innovation diffusion from paper to digital menus.
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。
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Keywords
Pearl M.C. Lin, Kang-Lin Peng, Wai Ching Wilson Au and Tom Baum
The COVID-19 pandemic has caused the food delivery sector to boom as people continue to rely on services provided by online catering platforms (OCPs). However, because of the…
Abstract
Purpose
The COVID-19 pandemic has caused the food delivery sector to boom as people continue to rely on services provided by online catering platforms (OCPs). However, because of the nature of sharing economy employment, gig workers’ contributions went largely ignored until intervention from institutional governance. This study aims to explore the impacts of labor market transformation after the Chinese Government issued guidance to promote gig workers’ welfare as a focal case.
Design/methodology/approach
Focus groups and the Delphi technique were used to explore associated impacts on OCPs and gig workers based on governance theory.
Findings
Results show that institutional governance negatively affected OCPs’ operating cost structure but sustained gig workers’ welfare. The dual effects of market mechanism and institutional governance in the sharing economy are needed to be balanced for labor market transformation.
Research limitations/implications
Long-term equilibrium can be fulfilled, given the growing food-related demand for the market mechanism. Social reciprocity is expected to be realized through institutional governance for gig workers’ welfare.
Originality/value
This study suggests that moving from market governance to stakeholder governance, as mediated by state governance, could transform gig workers’ labor structure in the gig economy. This study presents an integrated governance theory to enhance the epistemology of institutional governance.
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Pearl M.C. Lin, Wai Ching Wilson Au and Thomas Baum
Drawing on the mSERVQUAL model and spillover theory, this study aims to examine the mechanism through which food-ordering mobile app service quality influences users’ mobile app…
Abstract
Purpose
Drawing on the mSERVQUAL model and spillover theory, this study aims to examine the mechanism through which food-ordering mobile app service quality influences users’ mobile app satisfaction, food satisfaction and repurchase intentions.
Design/methodology/approach
Online surveys were completed by 1,000 customers who used a food-ordering mobile app to order fast food on the day they completed the online survey. Structural equation modelling was then used to examine the proposed mechanism.
Findings
Results showed that the effects of food-ordering mobile app service quality on customer satisfaction (i.e. mobile app satisfaction and food satisfaction) and repurchase intention varied widely across service quality dimensions. Mobile app service quality had significant spillover effects on food satisfaction and repurchase intention.
Practical implications
Online food-delivery platforms should find the results insightful to better design their food-ordering mobile app. The findings can also assist restaurateurs and mobile payment companies with supporting the whole online food delivery process.
Originality/value
Rather than examining online food delivery service quality based on the service delivery process in the during-consumption stage or the service outcomes in the post-consumption stage, this study focused on the service quality in the pre-consumption stage to highlight the important role of online food delivery mobile apps. From a longitudinal perspective, this study drew on the associate network theory to explain the spillover effect of mobile app satisfaction in the pre-consumption stage on food satisfaction in the during-consumption stage and repurchase intention in the post-consumption stage.
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Wai Ching Wilson Au and Nelson K.F. Tsang
Given the illegal nature of the gig economy in some cities, this study aims to draw on protection motivation theory to examine the formation of Uber drivers’ self-protective…
Abstract
Purpose
Given the illegal nature of the gig economy in some cities, this study aims to draw on protection motivation theory to examine the formation of Uber drivers’ self-protective behaviour against legal risks.
Design/methodology/approach
In-depth interviews with 10 Uber drivers in Hong Kong were conducted to yield eight maladaptive perceptions, which were then validated using online surveys completed by 232 Uber drivers. These results were then used to examine a mechanism through which threat appraisal, coping appraisal and maladaptive perceptions influence drivers’ unwillingness to work and weekly working hours.
Findings
Eight maladaptive perceptions were found to empirically fit a bidimensional conceptualization of cognitive and affective components that significantly reduce workers’ unwillingness to work illegally in the gig economy. The effects on Uber drivers’ unwillingness to work and weekly working hours varied across threat appraisal, coping appraisal and maladaptive perceptions.
Practical implications
Platform companies should find the results insightful because they demonstrate ways of negotiating with governments about its legality of the gig economy. The findings can also assist governments with policy development to make sense of illegal gig work or to legalize the gig economy.
Originality/value
This study complements the overoptimistic discussion of the gig economy to investigate why people engage in illegal work in this context. Protection motivation theory is applied to a new domain to explore gig workers’ maladaptive perceptions of illegal working.
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Wai Ching Alice Chu, Man Hin Eve Chan, Jenny Cheung and Hong-Oanh Nguyen
Since its development by Tinbergen (1962), the gravity model of international trade has widely been applied to analyse the effect of various factors on trade relationships between…
Abstract
Since its development by Tinbergen (1962), the gravity model of international trade has widely been applied to analyse the effect of various factors on trade relationships between countries. Past studies on trade gravity vary not only in the mix of model variables but also in how they have come into the analysis. This study reviews existing literature on bilateral trade with an aim to identify influential predictors such as changes of trade policy and national development strategy and highlight important yet understudied factors such as transport and logistics infrastructure, and sustainable development. To demonstrate the needs to examine these critical factors across industry sectors, the study presents the case of textiles and clothing (T&C) production and trade between China and its trading partners as an illustration. Through the literature review, it shows how the gravity model can be applied to address current issues in international trade arena such as the potential trade war between the US and China, China’s Belt and Road Initiative (BRI), and other important factors shaping global T&C trade. This study offers future research directions for analysis of global trade in the T&C industry and contributes to the wider literature of international business and trade.