| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 102 === When you going out for a meal in a restaurant and looking at the menu, have you ever think about that we might be affected by the information of the menu and have an influence on our decision? There are lots of set meals and the dish often matches with another dish in a menu label. In the past research, it showed that consumers think the matching products, for example, two products which are in the same brand and selling together, will have a good experience. But the past research didn’t talk about whether it would have the same effect on the catering industry or not. Therefore, we will discuss this part in our research. In addition, except for being affected by the information of the menu, have you ever consulted the information which you get from blogs on the internet, or consulted the chef recommendation on the menu when making a decision? Our research will talk about this part, too.
The purpose of this research is to investigate that in a set meal, how the matching menu labels and non-matching menu labels affect to customers’ menu items selection and acceptance. And also, this research will investigate how customers’ menu items selection and acceptance will be affected when influencing by the recommendation. Day division university students will be our sample in this research and we will use is 2 x 3 between-subjects experimental design to find out how the information of menu and recommendation will affect to customers’ choices of menu items.
And we found out that without receiving the recommendation, comparing with the menu items which are non-matching menu labels, the experimental subjects will follow the information matching perceptions which is deep-rooted in their mind and choose the menu items which have matching menu labels. But if the experimental subjects are receiving the recommendation, they will believe the recommendation and change their mind to choose the set meal which is recommended. Further, we also found out that the effect of word of mouth from the internet will influence experimental subjects more than the recommendation from the restaurant. This academic contribution of this research is to apply the information matching perceptions in catering industry. And the business practice contribution is to provide restaurant business owner a reference when drafting a marketing plan in the future.
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