Evaluating Food Image Menu Impact Consumers’ Food Choices

• Main Authors: Tsai Pei-Ju, 蔡沛汝
• Other Authors: Chang Jing-Wen
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/6p9mn8

碩士 === 玄奘大學 === 企業管理學系碩士班 === 106 === The purpose of this study is to explore whether graphic menus have a positive effect on consumers’ purchase intentions. How the menu presents while making orders is most likely affect the consumer’s willingness to make an order even a repeat one, and the frequency of purchase is reflected in the number of meals order. Taking a local five-star chain hotel restaurant in the Taoyuan area as the research object. Access the historical statistics data in the Golden Up System and analyze the data of consumer’s ordering intentions in the period of replacement of plain text menus for graphic menus to investigate whether a graphic menu can stimulate and enhance consumer purchase intention and compare the graphic menu with original one (no design and no image) to see if there is any effect upon the single probability of ordering main dishes or not. Take advantage of the narrative statistical analysis, including frequency allocation and descriptive statistics, paired sample verification, so on for statistical verification. According to the results of the study based on paired sample tests, the use of graphic menus does increase the number of customers’ orders. However, the regression analysis based on the number of people and tables, there is indeed positive effect on sales amount to be with graphic menu but the effect is not huge.