Are Digital Menus Really Better than Traditional Menus? The Mediating Role of Consumption Visions and Menu Enjoyment

Mark Yi-Cheon Yim and Chan Yun Yoo

Journal of Interactive Marketing, 2020, vol. 50, issue C, 65-80

Abstract: This study examined consumers’ responses to interactive media in a restaurant setting (i.e., digital menus). Study 1 tested a conceptual model, which examined the underlying process shaping customers’ evaluations of a Web-based digital menu. The results demonstrated that consumption visions and menu enjoyment mediated the effects of perceived interactivity on attitudes toward the digital menus. Study 1 also identified direct product experience as an important moderator of the relationship. Study 2 extended and replicated Study 1 in an offline setting by conducting a lab experiment that compared the use of digital and traditional menus in ordering foods that participants have experienced versus those they have not. In general, tablet-based digital menus generated greater enjoyment, increased intentions to adopt, and encouraged participants to order more within a shorter time. But they were preferred only for less-experienced foods. Furthermore, consumption visions were important mediators of interactivity effects in the digital menu condition, but not in the traditional paper menu condition, while menu enjoyment played a mediating role in both conditions.

Keywords: Digital menus; Consumption visions; Enjoyment; Technology adoption (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:50:y:2020:i:c:p:65-80

DOI: 10.1016/j.intmar.2020.01.001

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