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

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.

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