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The effects of online restaurant menus on consumer purchase intention: evidence from an emerging economy

Thanh Tiep Le (Ho Chi Minh City University of Economics and Finance, Ho Chi Minh City, Vietnam)
Nhu Bui Thi Tuyet (School of Management, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)
Thu Le Anh (School of Management, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)
Ngan Dang Thi Kim (School of Management, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)
Ninh Trinh Thi Thai (School of Management, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)
Anh Nguyen Lan (School of Management, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)

British Food Journal

ISSN: 0007-070X

Article publication date: 27 January 2023

Issue publication date: 30 May 2023

1118

Abstract

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.

Keywords

Citation

Le, T.T., Bui Thi Tuyet, N., Le Anh, T., Dang Thi Kim, N., Trinh Thi Thai, N. and Nguyen Lan, A. (2023), "The effects of online restaurant menus on consumer purchase intention: evidence from an emerging economy", British Food Journal, Vol. 125 No. 7, pp. 2663-2679. https://doi.org/10.1108/BFJ-10-2022-0916

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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