| Summary: | 碩士 === 東吳大學 === 心理學系 === 103 === Previous studies of restaurant menus focused on the nature of the effects of price labels, text description, background and layout design. Few studies examined how menu presentation influenced the mental processes of costumers. Based on the construal level theory (Trope & Liberman, 2003, 2010), the current study expects that the difference in presentation format between pictures and texts results in higher (for texts) and lower (for picture) construal level processing (Burgoon, Henderson, & Markman, 2013). Perceived quality mediates the effect of price on consumer evaluation for processing of higher construal level while perceived monetary sacrifice mediates the effect for processing at low construal level (Bornemann & Homburg, 2011). It is thus expected that menu presentation format moderates the effect of price on restaurant evaluation (through the mediation by perceived monetary sacrifice and perceived quality). Menu presentation format (text vs. picture) and price (high vs. low) were manipulated using a two by two between-subject experimental design. Participants were requested to simulate the reading and ordering from online menus. Restaurant menus of varying types of dishes were presented and participants’ evaluative responses of the restaurants were recorded. The results showed that restaurants of lower price menus were more positively evaluated when dishes were presented in pictures while the effect of price was in the opposite direction but not significant if dishes were presented in texts. The mediation analysis found, for text menu presentation, the relationship between price and restaurant evaluation was mediated by perceived quality. For picture menu presentation, the relationship between price and restaurant evaluation was mediated by perceived monetary sacrifice. Findings of current study are consistent with the theoretical expectation that construal level underlies the effect of menu presentation format, supporting the important role of construal level in consumer judgments. Practical implications can also be directly derived from these findings. Suggestions on restaurant menu format were made based on the price position of the restaurant.
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