The Study for the Effects of Recommendation in Menus

• Main Authors: Li, Yimin, 李倚旻
• Other Authors: Wu, Henghui
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/55966188104717176934

碩士 === 靜宜大學 === 企業管理學系 === 101 === Reviewing the past researches about menu design, most emphasize on the effect of layouts of text and figure, word research on purchase intention and sales outcomes. However, the impact of recommendation in menus was ignored. According to the Word-of-Mouth theory, the Word-of-Mouth recommendation affects more significantly than Word-of-Mouth product detailing on customers’ decision. Regarding to the design of menu, will customers be influenced by the recommendation in menus? What kinds of people will be impacted more than others? Therefore, this research aims to investigate the effect of recommendation and detailing in menus on purchase intention and examine the factors of customer characteristics including product involvement and Brand awareness. In this research, 2 (menu design: recommendation vs. product detail) × 2 (product involvement: high vs. low) × 2 (Brand awareness: new vs. old) three factor experimental design was conducted to examine the impact of menu design on purchase intention, using the customer characteristics as moderating effect. The result shows that (1) recommendation truly increases customers’ purchase intention than product detailing. (2) when the Brand awareness of restaurant is higher, the recommendation enhance purchase intention more than product detailing. (3) when the product involvement of customer is low, the recommendation increase purchase intention more than product detailing. This research views from the marketing perspective to compare the impact on recommendation and product detailing in menus and discuss the product involvement and interference of Brand awareness, reminding practical field the importance of marking 「recommendation」 in menu designing.