Gopal, Shilpa; Gil, Ma hew Thomas; Salian, Beulyn Cydel; Baddaoui, Jalil
A icle
Op imizing digi al menus o enhanced pu chase
in en ions: insigh s om India’s es au an indus y in he
pos -COVID-19 e a
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Op imizing digi al menus o enhanced pu chase
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Shilpa Gopal, Ma hew Thomas Gil, Beulyn Cydel Salian & Jalil Baddaoui
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(2024) Op imizing digi al menus o enhanced pu chase in en ions: insigh s om India’s
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Op imizing digi al menus o enhanced pu chase in en ions: insigh s
om India’s es au an indus y in he pos -COVID-19 e a
shilpa gopala , Ma hew homas gila , Beulyn cydel saliana and Jalil Baddaouib
aDepa men o Comme ce, Manipal academy o Highe educa ion, Manipal, Ka na aka, india; bna ional school o Business
and Managemen o angie , uni e si y o abdelmalek essaadi, angie , Mo occo
ABSTRACT
in he pos -cOViD-19 e a, he indian es au an indus y inc easingly elies on digi al
menus o in luence consume beha io . his s udy explo es he impac o Pe cei ed
con enience (Pc), Menu in o ma i eness (Mi), and Menu Visual appeal (MVa) on
pu chase in en ions. his esea ch aims o ill gaps in unde s anding how digi al menu
ea u es shape consume pu chase in en ions by in eg a ing he s imulus-O ganism-
esponse (sO ) model, he echnology accep ance Model ( aM), and he heo y o
Planned Beha io ( PB). a quan i a i e app oach was used, collec ing da a ia an online
su ey o 280 esponden s, mainly uni e si y s uden s and acul y. Da a we e analyzed
using Pa ial leas squa es s uc u al. he indings indica e ha MVa signi ican ly
boos s ood desi e, which di ec ly enhances pu chase in en ions. Mi in luences pu chase
in en ions by o e ing clea and de ailed in o ma ion. Desi e o ood eme ges as a
po en p edic o o pu chase in en ions. Pc also plays a c ucial ole in de e mining
consume s’ pu chase in en ions. his s udy unde sco es he necessi y o isually
appealing and in o ma i e digi al menus and highligh s he impo ance o a seamless
o de ing p ocess o enhance cus ome engagemen and p o i abili y. hese insigh s a e
essen ial o en ep eneu s seeking o adap o changing consume beha io s in he
digi al age. Fu u e esea ch should explo e addi ional ac o s a ec ing online ood-o de ing
beha io s.
In oduc ion
he menu se es as he ini ial in e ace be ween a es au an and i s pa ons, o e ing essen ial insigh s
in o he a ailable culina y op ions. an e ec i ely c a ed menu no only cap u es he dine ’s a en ion
bu also s imula es he desi e o pu chase speci ic dishes (Beldona e al., 2014; Jackson e al., 2004;
Mazi i i e al., 2021). acco ding o om Fel ens ein, a highly ega ded Managing Di ec o a Fel ens ein
Pa ne s, he concep o he menu ex ends beyond a simple lis and se es as a undamen al elemen
in s a egic es au an ma ke ing. in he wake o he echnological e olu ion, compounded by he
endu ing challenges o he cOViD-19 pandemic, he ood se ice indus y has been compelled o adap
and inc easingly u n o digi al solu ions o mee consume demand. consequen ly, online menus ha e
eme ged as a pi o al elemen in luencing consume pe cep ions, wi h hei con enience, speed, and
p ecision d i ing p o i abili y o he mode n es au a eu (alam e al., 2022; Dixon e al., 2009).
Despi e a su ge in online ood o de ing, a disc epancy pe sis s be ween consume expec a ions and
eali y (handayani e al., 2022). common g ie ances include limi ed menu selec ions and a lack o isual
depic ions o o e ings. as no ed by s one (1986), he digi al p esen a ion o a menu p o oundly in lu-
ences cus ome sen imen and, by ex ension, pu chasing decisions. his s udy emba ks on an inqui y
in o he de e minan s shaping cus ome pu chase in en ions (Pi) in he digi al domain, add essing a
no able oid in exis ing esea ch ha has p edominan ly concen a ed on physical menus wi hin he
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Ma hew homas gil ma hew[email p o ec ed] Depa men o Comme ce, Manipal academy o Highe educa ion, Manipal,
Ka na aka, 576104, india
h ps://doi.o g/10.1080/23311975.2024.2432536
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 15 no embe
2023
e ised 13 no embe
2024
accep ed 15 no embe
2024
KEYWORDS
Online menu
op imiza ion; consume
pu chase in en ions;
digi al menu
p esen a ion; oodse ice
indus y ends;
pos -cOViD consume
beha io
SUBJECTS
Business, Managemen
and accoun ing;
hospi ali y; ou ism;
in e ne & Mul imedia
- compu ing & i
2 s. gOPal e al.
es au an se ing ( ema e al., 2022). Mo eo e , he implica ions o online menu u iliza ion du ing he
pandemic may no ully e lec i s long- e m impac on cus ome pu chasing beha io . his in es iga ion
endea o s o b idge his knowledge gap and con ibu e meaning ully o bo h academic inqui y and
p ac ical applica ions. g ounded in he s imulus-O ganism- esponse (sO ) model, he echnology
accep ance Model ( aM), and he heo y o Planned Beha io ( PB), his esea ch examines he nexus
be ween echnology adop ion, beha io al in en , and he psychology o consump ion.
he demand scena io o indian Online Food O de ing sou ce- s a is a, he online ood o de ing indus-
y in india, has g own exponen ially, especially due o he cOViD-19 pandemic impac ing consume
beha io . india has mo ed owa ds digi al and con ac less ansac ions, which has boos ed a g ea e
eliance on online o de ing o ood o he indian consume . Because o his shi , es au an s a e o ced
o e-en ision hei digi al image, which makes he digi al menu a powe ul asse o colo cus ome s’
minds be o e hey e en s ep in o a es au an . knowledge o hese dynamics in he indian con ex may
be highly bene icial o bo h na ional and in e na ional ood se ice s akeholde s. his esea ch is ocused
on he pos -pandemic pe iod, aiming o unea h consume beha io wi h a new no mal (digi al menu)
in he e e -changing es au an indus y in india. he signi icance o his s udy lies in i s comp ehensi e
app oach o unde s anding he ole o digi al menus in enhancing pu chase in en ions in he indian
es au an indus y, pa icula ly in he pos -cOViD-19 e a. While ample esea ch has been conduc ed on
physical menus, he shi o digi al pla o ms necessi a es a deepe unde s anding o how hese new
o ma s in luence consume beha io . he s udy add esses se e al c i ical gaps: p e ious esea ch has
p ima ily ocused on physical menus, wi h limi ed explo a ion o digi al menus’ impac on pu chase
in en ions. his s udy explo ed new dimensions o menu in o ma i eness and isual appeal in digi al
o ma s, con ibu ing o he b oade ield o senso y ma ke ing and digi al consume beha io . he e is
a lack o s udies examining he indian con ex , especially in he pos -pandemic scena io, whe e con-
sume beha io has e ol ed d as ically.
he objec i es o his s udy a e:
• o in es iga e he e ec o menu isual appeal on ood desi e and subsequen pu chase in en ion.
• o assess he impac o menu in o ma i eness on consume sa is ac ion and loyal y.
• o e alua e how pe cei ed con enience o digi al menus in luences cus ome pu chase in en ions.
o achie e hese objec i es, he s udy add esses he ollowing esea ch ques ions:
• Q1: Wha e ec does he isual appeal o a menu ha e on pu chase in en ion wi hin indian
es au an s?
• Q2: o wha ex en does menu in o ma i eness in luence pu chase in en ion in he indian dining
con ex ?
• Q3: how does he pe cei ed ease o online ood o de ing sway pu chase in en ions in indian
ea e s?
• Q4: in wha ways can indian es au an s augmen cus ome s’ pu chase in en ions?
he con ibu ion o his s udy is ha i se es as an in aluable e e ence o subsequen esea ch by
add essing gaps in he exis ing li e a u e and p o iding new insigh s in o he ole o digi al menu design
in shaping pu chase in en ions. i o e s ac ionable insigh s o es au an owne s and ma ke e s o op i-
mize digi al menu design, he eby enhancing consume engagemen and inc easing p o i abili y. hese
indings can in o m policymake s and indus y s akeholde s abou he impo ance o digi al inno a ion
in he hospi ali y sec o , especially in adap ing o pos -pandemic consume beha io s.
his s udy was di ided in o i e pa s. in oduc ion p esen s he opic and main goals o his s udy.
heo e ical ounda ion & hypo hesis De elopmen de ails he a iables, hypo heses, and heo ies ollowed
in his s udy. hese include ele an heo ies such as he echnology accep ance Model ( aM) on use
accep ance o echnology, he heo y o Planned Beha io ( PB) on human cogni i e p ocesses and
beha io , and he s imulus-o ganism- esponse (sO ) model on he ela ionship be ween en i onmen al
s imuli, in e nal s a es, and beha io . esea ch Me hodology speaks abou he applied me hods in his
s udy. esul analysis shows he esul s o his esea ch conduc ed, ollowed by Discussion highligh s
cOgen Business & ManageMen 3
con ibu ion and u u e esea ch di ec ions. Finally, conclusion concludes he pape . his s udy in ends o
ill hese gaps and ein o ce he es ablished heo e ical amewo ks o s udy he impac o ac o s on
pu chase in en ions in he con ex o digi al menus wi hin he indian es au an indus y.
Li e a u e e iew
While he e is an inc easing global end o go digi al when i comes o making menus and in eg a ing
online ood o de ing, his end akes a speci ic shape in each ma ke . sma phones and in e ne pene-
a ion ha e played signi ican oles in he expansion o ood deli e y companies in india. Fo example,
swiggy, which is a well-known ood esponsi e se ice in india, has changed he consume mindse o
o de ing online ood and has now become a common name in he hea o indian consume s (sen,
2018). compa ed o he Wes , which is s ill a e y ea ly ma ke gi en ha o de ing ood online has ound
i s place in he ou ine only o e he pas ew yea s (s a is a, 2023). his s udy ocuses on he indian
en i onmen wi h espec o unco e ing he ways in which digi al echnologies may enhance he
cus ome -b and ela ionship, which may, in u n, esul in aiding i ms o ex end hei business in an
eme ging ma ke . he e, we use india as a case s udy, a egion ha can se e as an accu a e ame o
many o he de eloping ma ke s and whe e he age o unde s anding digi al menus is in i s nascen s ages.
Theo e ical ounda ions
S imulus-O ganism-Response (SOR) model
he s imulus-O ganism- esponse (sO ) model (Meh abian & ussell, 1974) is an impo an in e p e i e
amewo k used in he ea ly s ages o en i onmen al psychology o explain how s imuli ela ed o he
en i onmen shape he beha io o a pe son by media ing in e nal s a es. as o digi al menus in es au-
an s, he aes he ics o he menu a e he s imuli, which, in u n, igge an in e nal esponse ( ha is,
desi e o ood) and hen inally a beha io al esponse (o he wise known as in en ion o pu chase). in
hei en i onmen al psychology, Meh abian and ussell (1974) main ained ha en i onmen al s imuli
a ouse eelings, which in u n in luence human beha io . his model has been widely applied in con-
sume beha io s udies o examine how en i onmen al cues, such as s o e design, packaging, and isual
me chandising, elici emo ional esponses and in luence consume beha io . By ansla ing his model o
digi al menus, a ac i e menus can e oke a ood- ela ed desi e and, he e o e, inc ease he in en ion o
buy (B ewe & sebby, 2021).
Technology Accep ance Model (TAM)
he echnology accep ance Model ( aM) is he mos in luen ial model o explaining use accep ance
and usage beha io o echnology (Da is, 1989). De eloped on he ounda ion o aM, he co e idea o
he use ’s beha io al in en ion o adop a echnology is in luenced di ec ly and p ima ily by he gene al
a i ude owa ds using he echnology, which is hea ily in luenced signi ican ly by pe cei ed use ulness
and pe cei ed ease o use. When i comes o digi al menus, i is impo an o di ec he pa h o pe -
cei ed use ulness and pe cei ed ease o use by c ea ing an in o ma i e and con enien one. in his case,
one o he h ee ood neophobia dimensions–in o ma i eness o he ood op ions a ailable on he menu
- can in luence cus ome sa is ac ion and pu chase in en ion (sillence e al., 2006; hou e al., 2017).
howe e , while ease o use in luence pe cei ed con enience pa ly how use can o de ood on hem on
he digi al menu, pe cei ed con enience, measu ed in e ms o he e o equi ed by he use o use
he digi al menu o o de o pu chase can di ec ly in luence hei in en ion o use o bo h use and pu -
chase h ough he menu (liech y, amaswamy, & cohen, 2001; Van de heijden e al., 2003).
Theo y o planned beha io (TPB)
Beha io is a unc ion o in en ion o beha io (in en ion p edic s beha io ), and in en ion is a unc ion
o a i ude, subjec i e no ms, and pe cei ed beha io al con ol heo y o planned beha io ( PB) (ajzen,
4 s. gOPal e al.
1991). his idea is pa icula ly use ul o unde s anding consume beha io in digi al spaces. speci ically,
ega ding digi al menus, he in o ma i eness o he menu can in luence a i udes conce ning menu use,
and pe cei ed con enience can in luence pe cei ed beha io al con ol o he ease o using he menu o
place an o de (B ewe & sebby, 2021). aken oge he , hese ac o s may ein o ce he in en o use he
digi al menu and make pu chases, which e lec s cons uc s o pe cei ed con enience and pu chase
in en ion (B ewe & sebby, 2021).
Hypo hesis de elopmen
Menu isual appeal on ood desi e
he way a menu appea s can make a huge di e ence in how much one wan s o ea . i is also suppo ed
by esea ch ha a ac i e and well- hough -ou menus can imp o e es au an expe ience, esul ing in
o e all sa is ac ion and highe pu chase in en ions (B ewe & sebby, 2021; hou e al., 2017). Visual appeal,
speci ically abou digi al menus, such as layou , colo , image y, and ypog aphy, can esul in a posi i e
emo ional esponse o s imula e appe i e (B ewe & sebby, 2021). Puppe ee ing he isual and senso y
appeal o a menu is consis en wi h senso y ma ke ing because isual cues can induce expe ien ial
c oss-modula ion (Mo oki e al., 2023). hese can hen ac i a e men al simula ions o consuming he same
i ems o ins ance high-quali y images o oods ypically ein o ce he desi e o ea hose i ems (Payne-Palacio
& heis, 2009; Papies e al., 2017). colo s ha e been shown o be an asse o bo h inc easing isual appeal
and loca ing in o ma ion quickly, and he ci ilianiza ion o any usDa menu could be made isually mo e
pleasing o he cus ome and easie o na iga e (liech y e al., 2001; ca di e al., 2015).
Fo his eason, le e al. (2023) es ablished ha no only do isually appealing digi al menus signi i-
can ly inc ease cus ome sa is ac ion, bu hey also help c ea e loyal y since cus ome s end o e u n o
only hose es au an s ha o e he s iking menu expe ience ha hey hope o achie e. Fo ins ance,
Jin e al. (2023) ound ha app op ia ely designed menus could ha e signi ican ly in luenced cus ome s’
pu chase in en ions in a es au an . he ela ionship be ween menu aes he ics and in insic needs has
also been jus i ied by he s imulus-O ganism- esponse (s-O- ) model, which highligh s he ole o en i-
onmen al s imuli, such as menu aes he ics, e oking emo ional eac ions ha d i e beha io al in en ion
(Meh abian & ussell, 1974). he isual appeal o a digi al menu design alone can ha e a o able ou -
comes on cus ome sa is ac ion and pu chase in en ion. B ewe and sebby (2021) es ablished ha he
isual appea ance o a digi al menu design can be a majo ac o in he dining expe ience o a cus ome .
simila ly, hou e al. (2017) ound ha he manne in which menus a e p esen ed on digi al displays
a ec s consume beha io by inc easing hei c a ings o i ems displayed. his s udy suppo s he sO
model, sugges ing ha aes he ically appealing s imuli would c ea e posi i e a ec i e esponses, which
hen inc ease pu chase in en ion. hence, i can be con i med ha :
h1: Food desi e is posi i ely a ec ed by how appe izing he menu looks.
Menu in o ma i eness and ood desi e
in he p esen s udy, we hypo hesized ha menu in o ma i eness plays an impo an ole in consume
beha io and in modula ing ood desi abili y. high-quali y in o ma ion on menus p o ides in o ma ion
on ood i ems in e ms o ing edien s, nu i ional de ails, and me hods o p epa a ion, as well as dining
decisions and he o e all sa is ac ion o cus ome s (B ewe & sebby, 2021; hou e al., 2017). he de ailed
o m o in o ma ion in menu design a ec s Wha consume s’ pe cep ions o desi able o ea (sape
e al., 2002). B ewe and sebby (2021) ag ee ha he abdomen is mos dependen on w i en desc ip-
ions ound on digi al menus, and wi h he mo e de ailed in o ma ion consume s ecei e om a menu,
he be e in o med hey will be when making a selec ion, leading o mo e sa is ac ion and a be e
chance ha cus ome s will o de mo e. his is especially key in he pos -cOViD-19 wo ld, whe e consum-
e s a e mo e heal h-conscious and a e keen o know abou he con en and nu i ion in he oods hey
ea . a ypical example is one o hou e al. (2017) indings ha explained digi al menus ha inco po a ed
de ailed in o ma ion abou he dishes can p omo e us and pe cei ed quali y, which ul ima ely inc eases
cOgen Business & ManageMen 5
pu chase in en ions. his is consis en wi h B ewe and sebby (2021), who showed ha desc ip i e menu
labels inc ease consume s’ pu chase in en ions, bu educe unce ain y and p oduc alue pe cep ions.
le e al. (2023) examined he ole o in o ma i eness in digi al menu design in ela ion o cus ome
sa is ac ion and loyal y and ound ha es au an s ha mo e clea ly disclose in o ma ion abou hei
menu o e ings end o bene i om highe a es o e u ning cus ome s. his indica es ha in o ma i e-
ness no only s imula es a mo e immedia e u ge bu also es ablishes longe - e m cus ome loyal y.
liech y e al. (2001) in oduced how pe sonalized and in o ma i e digi al menus would enhance he
dining expe ience, ul ima ely seeking cus ome in imacy. e en by being e y speci ic wi hin he choices,
he desc ip ions abou each ood i em and digi al menus can ca e o pe sonalized and die a y p e e -
ences by adding appeal o each ood. acco ding o c anage e al. (2004), his includes nu i ional in o -
ma ion, cus ome sa is ac ion, and pu chase in en ion. his s udy indica es ha o e ing mo e anspa en
and easie o ind nu i ional in o ma ion on menus will acili a e heal hie choices by cus ome s, making
hem mo e likely o be sa is ied and e u n o a es au an . he heo e ical backg ound is consis en wi h
he p inciple o g ounded cogni ion heo y, which sugges s ha ex e nal cues (e.g. de ailed menu in o -
ma ion) can p omp men al simula ions and ampli y ood desi e (Papies e al., 2017).
in addi ion, he impo ance o ypog aphy and isual p esen a ion on menu in o ma i eness should
no be igno ed. Menu ex can signi ican ly in luence consume beha io : indings om ip and cha k
(2023) in e s ha p ope ypog aphy choice is no only going o imp o e menu comp ehension and
design a ac i eness, bu also make i mo e in o ma i e and delicious o he cus ome s. acco ding o
he s imulus-O ganism- esponse (sO ) model, ex e nal ac o s such as he en i onmen can p o oke
emo ional and cogni i e esponses ha induce beha io al in en ions, such as suzi’s desi e o ea he dish
(Meh abian & ussell, 1974). in his case, de ailed and in o ma i e menus can wo k as a s imulus o boos
cogni i e esponses ha gi e way o be e ood comp ehension, and hence, highe a es o willingness
o consume hem (Papies e al., 2017). acco dingly, how in o ma i e a menu is… his helps in in luencing
cus ome s on wha o ea , as i gi es hem all he necessa y in o ma ion ha plays owa ds dine s expe-
iencing be e dining pleasu e and sa is ac ion. hus, he heo y migh be as ollows:
h2: he in o ma i eness o a menu will posi i ely a ec ood desi e.
Desi e o ood on pu chase in en ion
Desi e is a powe ul way o in luence consume beha io , and nowhe e is mo e e iden han digi al
menus. he associa ion be ween ood desi e and pu chase in en ion is impo an in ha i goes s aigh
o consume decision-making. Many s udies ha e in es iga ed he ela ionship be ween ood desi e and
pu chase in en ion. B ewe and sebby (2021) showed ha high-quali y digi al menus ha adequa ely
igge ood desi e la gely inc ease cus ome sa is ac ion and pu chase in en ion. hese indings will spe-
ci ically shape he digi al menu design o e oke ood c a ings and enhance pu chase in en ions in u u e
s udies. acco ding o hou e al. (2017), he impac o digi al menu p esen a ion on consume beha io
is also an a ea unde examina ion. hei s udies showed ha isually appealing and in o ma i e menu
desc ip ions a e e ec i e in enhancing consume s’ desi e o ood, which in u n posi i ely a ec s pu -
chase in en ion. his is consis en wi h he idea ha isual cues and de ailed desc ip ions can elici
men al simula ions o consump ion and he e o e ampli y ood c a ings (Papies, 2015).
Fu he mo e, le e al. (2023) ound a posi i e e ec o he isual a ac i eness o digi al menus and
he alue o in o ma ion p o ided on digi al menus on cus ome sa is ac ion and loyal y. cus ome s
who desi e menu i ems o b eak he decision/sa is ac ion link a e less likely o o m s ong pu chase
in en ions o epea hem as cus ome s. B ewe and sebby (2021) esea ched he e ec o menu
design on consume pu chase in en ion, in which a ac i e and in elligen ly s uc u ed menus d i e
people o desi e ood and hink posi i ely abou pu chasing i . his p o ides a esh insigh ha he
g aphical appea ance and some design componen s o a menu hold a epu a ion o d i ing consume
beha io and decisions. a s udy by Jin e al. (2023) examined he in luence o menu design, ligh , and
colo and se ice bluep in ing on he pu chase in en ion in es au an s. impo an ly, his esea ch
demons a ed ha consume s’ eage ness o o de is enhanced by he ex en o which menus o e-
g ound appe i i e dishes, u he subs an ia ing he ela ionship be ween ood desi e and pu chase
6 s. gOPal e al.
in en ion. heo e ically, his ela ionship can also be explained by heo e ical amewo ks such as
g ounded cogni ion heo y.
as sugges ed by a s udy conduc ed by Papies e al. (2017), ex e nal cues, such as he sigh o beau-
i ul ood images on a menu, can igge men al simula ions o ea ing expe iences, he eby inc easing
ood c a ings and pu chase in en ions. simila ly, ho mann e al. (2012) no ed ha e e yday emp a ions,
including ood c a ings, a e s ong p edic o s o ood choice and pu chasing beha io . Wang and Yang’s
s udy on he e ec s o menu design on consume pe cep ions and dining expe iences suppo s his
hypo hesis. clea and appe izing ood in o ma ion in menus na u ally e lec s he dining expe ience and
imp o es ood desi e and pu chase in en ion. simila ly, c anage e al. (2004) b oadened hese ca ego ies
o include s udies on he impac o nu i ional in o ma ion on cus ome sa is ac ion and pu chase in en-
ions, and ound ha when nu i ional in o ma ion was p o ided ha was comp ehensi e and easy o
ead, ood i ems wi h he nu i ional in o ma ion p o ided o hem made cus ome s hung y o he ood
i ems and e olu iona ily p edisposed o ge o he couch o chai and make a pu chase. ip and cha k
(2023) ound ha ypog aphy and ease o menu eading play majo oles in consume beha io . hence,
ood desi e, induced by menu design, isual aes he ics, and in o ma i eness, d i es pu chase in en ion
o ood.
his p elimina y s udy p o ides e idence suppo ing he hypo hesis ha g ea e hunge enhances
ood c a ing and pa ially media es pu chase in en ion (an ea lie e sion o his s udy was also p e-
sen ed a he eu opean Ma ke ing con e ence in glasgow, sco land, in May 1998). a s ong p edic o o
pu chase in en ion is ha cus ome s a e mo e inclined o o de ho - emp ing i ems shown and laid on
a lea le . his ela ionship is based on he heo y o Planned Beha io ( PB), which pos ula es ha
beha io al in en ions a e shaped by a i udes, subjec i e no ms, and pe cei ed beha io al con ol (ajzen,
1991). simila ly, B ewe and sebby (2021) epo ed ha an engaging digi al menu design can inc ease
pu chase in en ions because i s imula es ood c a ings be e . hou e al. (2017) ound simila indings,
showing ha digi al menu a ac i eness a ec s pe spec i e pu chases. hese esul s sugges heo e ical
suppo om PB: he g ea e he ood emp a ion (a i udes) and he easie o de ing (pe cei ed beha -
io al con ol), he mo e pu chase in en ions. hus, i can be posi ed ha
h3: Desi e o ood posi i ely a ec s pu chase in en ions.
Pe cei ed con enience on pu chase in en ion
in he case o digi al menus, he ex en o which a cus ome belie es ha a gi en menu is con enien
has an ou sized e ec on he likelihood o a pu chase. his ela ionship is explo ed a leng h wi hin
consume beha io li e a u e, pa icula ly in he ealm o hospi ali y wi h he in oduc ion o digi al ech-
nology o e ime. B ewe and sebby (2021) in es iga ed he e ec o digi al menus design on pu chase
in en ion and cus ome sa is ac ion. he ease o use and a ailabili y o digi al menus we e seen o
inc ease cus ome sa is ac ion and pu chase in en ion. hou e al. (2017) also s udied he e ec s o digi al
menus on consume beha io and ound ha i consume s conside digi al menus o be mo e accessible
and easy o use, hey will ha e an inc eased likelihood o pu chasing. his is consis en wi h he heo y
ha con enience dec eases cogni i e esou ces in decision making, which leads o mo e a o able pu -
chase a i udes (ajzen, 1991). le e al. (2023) explo ed he impac o digi al menu in o ma i eness on
cus ome sa is ac ion and loyal y; hence, con enien and in o ma i e menus pe cei ed by cus ome s can
be a po en ial enhance o cus ome loyal y, con ibu ing o epea pu chases. addi ionally, consume s
app ecia e he e iciency and e ec i eness o in o ma ion p esen a ion in digi al o ma s is highly app e-
cia ed by he consume s (hong e al., 2021).
B ewe and sebby (2021) assessed he e ec s o ou lie s on cus ome pu chase in en ions by c ea ing
o ms ha a e easie o buy om a pe son, and hei ex en will be g ea e . his suppo s he idea ha
easy- o-use digi al in e aces may enhance he dining expe ience in gene al and encou age pu chases,
all else being simila (Jin e al., 2023). Pe cei ed con enience is ied o he heo e ical ounda ion o
pe cei ed ease o use, which s a es ha consume s would a he in e ac wi h a sys em ha is easy o
wo k wi h and ha can p o ide apid access o he in o ma ion hey a e looking o . his is especially
impo an wi h espec o digi al menus, whe e ea u es, in e ope abili y, and use in e ace design can
cOgen Business & ManageMen 7
sway consume s in p o ound ways (B ewe & sebby, 2021). his is suppo ed by esea ch by Wang and
Yang, who show ha digi al menus o pe cei ed con enience inc ease he o e all dining expe ience and
pu chase in en ions. simila ly, Jung e al. (2020) show ha pe cei ed con enience is a key de e minan
o hospi ali y cus ome loyal y. in addi ion, Piccoli e al. (2017) discussed he in luence o pe cei ed con-
enience on cus ome expe ience wi h pe sonalized digi al menus. hei s udy ound ha cus omiza ion,
speci ically when combined wi h con enience, can g ea ly imp o e cus ome engagemen and pu chase
in en ions. his highligh s he necessi y o c ea ing a mo e cus omized digi al menu ha mus be e i-
cien a he same ime (liu e al., 2022). he e o e, been obse ed ha simplici y o use o opp ess sense
is a key de e minan o pu chase in en ion in he con ex o digi al menus. he ease wi h which cus om-
e s can access and use a digi al menu o place an o de is called pe cei ed con enience.
On-si e con enience in he es au an sec o is a key d i e o cus ome sa is ac ion and pu chase
beha io . in ui i e and e o less use o digi al menus can d as ically imp o e he dining expe ience,
which inc eases pu chase in en ion. con enience was iden i ied as he mos impo an ac o in de e -
mining consume beha io in online ood se ices (hong e al., 2021). hey disco e ed ha when cus-
ome s eel ha digi al menus a e use - iendly, hey a e inc easingly u ilizing bo h d i ing buy
expec a ions up. his is consis en wi h he echnology accep ance Model ( aM) which ocuses on ease
o use as an impe us o echnology accep ance (Da is, 1989). Pu chase in en ion is he p obabili y o
de e mina ion o po en ial cus ome s buying p oduc s o se ices. Pu chase in en ion in digi al menus
depends on he e a e many ac o s ha play an impo an ole in pu chase in en ion in digi al menus,
such as pe cei ed con enience, in o ma i eness, and isual appeal on he menu. One s udy ells us ha
cus ome a i ude owa ds digi al menus is posi i e due o he pe cei ed bene i s o casual ine-dining.
consume s may expec a layou and language o be a key in luencing ac o (B ewe & sebby, 2021).
Digi al menu design, as ea u ed in a s udy conduc ed by Wang and Yang, can no ably augmen he
con enience cus ome s app ecia e ega ding hei pu chase in en ions. his s udy is consis en wi h he
iew ha pe cei ed con enience plays a pi o al ole in pu chasing decisions in he digi al con ex .
likewise, Jung e al. (2020) d aw a en ion o he ac ha con enience has a ma e ial e ec on pu chase
in en and cus ome loyal y in he hospi ali y sec o as a whole. hus, he indings om hese s udies
p o ide obus suppo o he hypo hesis ha highe pe cei ed con enience leads o an inc eased in en-
ion o pu chase; hus, we ha e he ollowing conjec u e:
h4: Pe cei ed con enience has a signi ican impac on pu chase in en ion.
Desi e o ood as a media o be ween menu isual appeal and pu chase in en ion
how does you menu look change and how do you o de i ? he aes he ical appea ance o a menu is
impo an in de e mining how consume s will ac o will be inclined o ac . Menu design ha is pleasing
o he eye based on layou , colo , images, and ype ace can also c ea e an emo ional connec ion and
appeal o appe i e (B ewe & sebby, 2021) hey a guing ha aes he ically a ac i e and well-designed
menus can ha e a posi i e impac on he o e all meal expe ience, he eby ele a ing sa is ac ion and
pu chase in en ions (hou e al., 2017). he e o e, examining he unde lying media ing mechanism o
ood c a ing on he e ec o menu isual appeal on pu chase in en ion is a logical nex s ep. appe i e,
a non-conscious cons uc , plays a i al ole in de e mining he possible cou se o ac ion. his media ion
can be unde s ood using he heo e ical amewo k o he s imulus-o ganism- esponse (sO ) model. as
pe he sO model, en i onmen al s imuli (menu isual appeal) gene a e in e nal esponses (desi e o
ood), which lead o beha io al esponses (in en o pu chase) (Meh abian and ussell, 1974). Visually
appealing menus help elici an inc eased desi e o ood i ems on he menu, hus enhancing consume s’
pu chase in en ion by he consume s (Papies e al., 2017). his idea is suppo ed by esea ch ha shows
online menus appea o ha e an inc eased e ec on cus ome pu chase in en ion by educing he ac i-
a ion ba ie o impulse desi e o ood (B ewe & sebby, 2021).
Digi al menu p esen a ion also a ec s consume s’ beha io and inc eases hei desi e o he ood
i ems ha a e shown, as illus a ed by hou e al. (2017). hese consume s udy indings a e in line
wi h he sO model, which sugges s ha appealing s imuli can c ea e emo ional esponses among
consume s, and as a esul , s onge pu chase in en can be gene a ed. Pa ial leas squa es
14 s. gOPal e al.
con ex ualized agains he a e age i em co ela ion alues o he a ious cons uc s. as p esen ed in
able 2, he esul s showed ha all cons uc s sa is ied he necessa y c i e ion (h M < 0.90) and u he
jus i ied hei disc iminan alidi y. hese esul s illus a e he abili y o he cons uc s o p o ide disc im-
inan alidi y wi hin he model (hai e al., 2014).
Fo nell-La cke c i e ion (FLC)
he Fo nell-la cke c i e ion (Flc) is a widely used s a is ical me hod o es disc iminan alidi y.
Disc iminan alidi y is hen used o calcula e how much one concep uly di e s om he o he s in an
seM model. in 1981, Fo nell and la cke p oposed a c i e ion o e alua ing he squa e oo o he
a e age Va iance ex ac ed (aVe) o each cons uc in co ela ion wi h o he cons uc s in he model. aVe
measu es he a e age a iance, which explains he a iance be ween i ems wi hin a gi en cons uc . he
diagonal elemen s indica e he squa e oo o aVe o each cons uc used in he model e alua ion. as
shown in able 3, he diagonal elemen s su pass he highe -o de (in e -cons uc ) co ela ions. his pa -
e n shows ha each cons uc has mo e a iance in common wi h i s own measu es han wi h o he
measu es, hus suppo ing disc iminan alidi y wi hin he model (hai e al., 2014).
S uc u al model
Hypo hesis es ing
he hypo heses we e subjec ed o Pls-seM as a s uc u al model, ocusing on he di ec e ec s be ween
he a iables. he esul s, including he be a coe icien s (β), - alues, p- alues, and 97.5% con idence
in e als, a e summa ized in able 4. he esul s indica ed ha Menu Visual appeal (MVa) had a posi i e
and signi ican e ec on Desi e o Food (DF) (β = 0.371, = 5.506, p < 0.001), suppo ing hypo hesis 1
(h1). simila ly, Menu in o ma i eness (Mi) posi i ely in luenced Desi e o Food (DF) (β = 0.409, = 6.259,
p < 0.001), con i ming hypo hesis 2 (h2). he desi e o ood (DF) showed a s ong posi i e e ec on
Pu chase in en ion (Pi) (β = 0.655, = 14.635, p < 0.001), suppo ing hypo hesis 3 (h3). las ly, Pe cei ed
con enience (Pc) also posi i ely impac s Pu chase in en ion (Pi) (β = 0.256, = 5.428, p < 0.001), con i ming
hypo hesis 4 (h4). hese indings unde sco e he impo ance o isual appeal, in o ma i eness, and pe -
cei ed con enience in enhancing pu chase in en ions in he digi al menu con ex wi hin he indian
es au an indus y.
Table 2. H M a io.
Cons uc s DF Mi MVa PC
Menu in o ma i eness 0.732
Menu Visual appeal 0.704 0.771
Pe cei ed Con enience 0.595 0.551 0.594
Pu chase in en ion 0.860 0.722 0.744 0.681
Table 3. Fo nell-La cke c i e ion.
Cons uc s DF Mi MVa PC Pi
Desi e o Food 0.896
Menu in o ma i eness 0.661 0.810
Menu Visual appeal 0.649 0.679 0.848
Pe cei ed Con enience 0.544 0.480 0.528 0.822
Pu chase in en ion 0.794 0.640 0.672 0.612 0.914
Table 4. Di ec e ec s in PLs-seM.
97.5% con idence in e al
Hypo hesis Be a - alue p- alue Lowe uppe Decision
MVa → DF 0.371 5.506 0.000 0.239 0.4992 suppo ed
Mi → DF 0.409 6.259 0.000 0.2789 0.5365 suppo ed
DF → Pi 0.655 14.635 0.000 0.5604 0.7354 suppo ed
PC → Pi 0.256 5.428 0.000 0.1655 0.3505 suppo ed
No e. Del a me hod s anda d e o s, no mal heo y con idence in e als, ML es ima o .
cOgen Business & ManageMen 15
Media ion analysis
he media ion analysis in ou s udy examined he media ing oles o Menu Visual appeal (MVa) and
Menu in o ma i eness (Mi) on Pu chase in en ion (Pi), wi h Desi e o Food (DF) ac ing as he media o .
his analysis es ed he ollowing hypo heses: (h1) Menu isual appeal has a posi i e e ec on ood
desi e. (h2) Menu in o ma i eness has a posi i e e ec on ood desi es. (h3) Desi e o ood has a posi-
i e e ec on pu chase in en ion. (h4) Pe cei ed con enience has a posi i e e ec on pu chase in en ion.
o alida e hese media ing e ec s, we employed a boo s ap esampling me hod wi h 5000 samples o
cons uc 95% con idence in e als. he absence o ze o wi hin hese in e als indica ed a s a is ically
signi ican indi ec e ec , con i ming media ion. he esul s, as p esen ed in able 5 and Figu e 2, demon-
s a e signi ican media ion e ec s in wo pa hways: Menu Visual appeal (MVa) o Pu chase in en ion (Pi)
h ough Desi e o Food (DF), which showed ha DF signi ican ly media ed he ela ionship be ween
MVa and Pi, wi h an indi ec e ec alue o 0.243, - alue o 5.098, and a con idence in e al anging
om 0.153 o 0.338. he p- alue was 0.000, indica ing s ong suppo o he media ion hypo hesis.
Menu in o ma i eness (Mi) o Pu chase in en ion (Pi) h ough Desi e o Food (DF) media es he ela ion-
ship be ween Mi and Pi, wi h an indi ec e ec alue o 0.268, - alue o 5.603, and a con idence in e al
anging om 0.174 o 0.366. he p- alue is 0.000, con i ming he media ion e ec . hese indings sub-
s an ia e he media ing ole o DF in he ela ionship be ween MVa, Mi, and Pi, suppo ing ou hypo heses.
Mode a ion analysis
in he cu en s udy, we del e in o he mode a ing in luences o demog aphic ac o s speci ically age,
educa ion, and ma i al s a us—speci ically, age, educa ion, and ma i al s a us—on he in e ela ionship
be ween Menu Visual appeal (MVa) and Desi e o Food (DF), Menu in o ma i eness (Mi), Desi e o Food
(DF), Desi e o Food (DF), and Pu chase in en ion (Pi), and Pe cei ed con enience (Pc) and Pu chase
in en ion (Pias shown in able 6, gende eme ged as a mode a ing ac o wi hin he nexus o MVa and
DF, co obo a ing hypo hesis 1 (h1). a comp ehensi e e iew e ealed ha all examined mode a ing
a iables signi ican ly in luenced he ela ionship be ween Mi and DF, wi h ma i al s a us addi ionally
mode a ing he DF and Pi associa ions.
Figu e 3 g aphically ep esen s hese ela ionships; he cen al line delinea es he co e ela ionship
be ween exogenous and endogenous a iables, while he pe iphe al lines depic he ex en o mode a ion
Table 5. Media ion analysis.
indi ec e ec pa h sample mean -s a ics LLCi uLCi p- alue Decision
MVa -> DF-> Pi 0.243 5.098 0.153 0.338 0.000 suppo ed
Mi -> DF -> Pi 0.268 5.603 0.174 0.366 0.000 suppo ed
Figu e 2. Boo s apped model.
16 s. gOPal e al.
a high and low le els. he uppe ajec o y, deno ing a high mode a ing ac o , displayed a posi i e and
s a is ically signi ican slope. a pi o al con ibu ion o ou s udy is he illumina ion o he indi ec o mod-
e a ing e ec s o age, gende , and ma i al s a us on hese ela ionships, a ace ha is no ex ensi ely
co e ed in he ex an li e a u e. he indings indica e gende -based mode a ion in bo h h1 and h2, whe eas
ma i al s a us has a mode a ing e ec on h2 and h3. age exe s a mode a ing in luence on h2. no ably,
none o he demog aphic ac o s appea ed o mode a e he ela ionship delinea ed in h4.
P edic i e ele ance & e ec size
P edic i e ele ance, deno ed as Q2, is a key indica o o a model’s p edic i e accu acy in Pa ial leas
squa es s uc u al equa ion Modeling (Pls-seM). i is ob ained h ough a blind olding p ocedu e, which
is pa icula ly adep a o ecas ing he da a poin s o mul ii em endogenous cons uc s. acco ding o
hai e al. (2014), he model’s capabili y o p edic he cons uc s in he s udy is a i med when he Q2
alues a e g ea e han ze o. in his s udy, all cons uc s demons a ed Q2 alues abo e his c i ical
h eshold, con i ming ha he model possesses p edic i e ele ance o he in ended la en a iables.
Table 6. Mode a ion e ec .
es ima e se Z p Decision
MVa&DF*g
MVa 0.7956 0.0632 12.593 < .001
g −0.2374 0.1101 −2.156 0.031 suppo ed
MVa * g −0.0744 0.1109 −0.671 0.502
Mi&DF*g
Mi 0.7789 0.0594 13.122 < .001
g −0.2448 0.1083 −2.259 0.024 suppo ed
Mi * g 0.0694 0.1077 0.644 0.519
DF&Pi*g
DF 0.7287 0.0382 19.086 < .001
g 0.0218 0.082 0.266 0.79 no suppo ed
DF * g 0.0703 0.0708 0.994 0.32
PC&Pi*g
PC 0.64381 0.0586 10.9841 < .001
g −0.0021 0.1064 −0.0195 0.984 no suppo ed
PC * g 0.16478 0.1031 1.5988 0.11
MVa&DF*Ms
MVa 0.791 0.0635 12.4566 < .001
Ms −0.0145 0.1489 −0.0975 0.922 no suppo ed
MVa * Ms −0.0183 0.1529 −0.1195 0.905
Mi&DF*Ms
Mi 0.794 0.0594 13.36 < .001
Ms −0.327 0.1446 −2.26 0.024 suppo ed
Mi * Ms 0.309 0.1491 2.07 0.038
DF&Pi*Ms
DF 0.7288 0.0382 19.072 < .001
Ms 0.1003 0.1096 0.915 0.36 suppo ed
DF * Ms −0.0614 0.0952 −0.645 0.519
PC&Pi*Ms
PC 0.658 0.0579 11.36 < .001
Ms 0.246 0.1417 1.73 0.083 no suppo ed
PC * Ms 0.185 0.1519 1.22 0.224
MVa&DF*a
DF 0.5301 0.0422 12.565 < .001
a 0.1324 0.0704 1.88 0.06 no suppo ed
DF * a −0.0573 0.0605 −0.948 0.343
Mi&DF*a
DF 0.5612 0.043 13.059 < .001
a 0.1589 0.0717 2.216 0.027 suppo ed
DF * a −0.0117 0.0616 −0.19 0.849
DF&Pi*a
DF 0.7272 0.0381 19.07 < .001
a 0.0681 0.0636 1.071 0.284 no suppo ed
DF * a −0.0525 0.0547 −0.961 0.337
PC&Pi*a
PC 0.659 0.0585 11.2667 < .001
a 0.09775 0.083 1.1781 0.239 no suppo ed
PC * a 0.00386 0.0893 0.0432 0.966
No e. Mode a o g - gende , Ms - Ma i al s a us, a - age.
cOgen Business & ManageMen 17
Fu he mo e, he impac o exogenous cons uc s on endogenous cons uc s was e alua ed ollow-
ing he guidelines se o h by cohen (1988). Ou cu en model’s e ec sizes a e de ailed in able 5,
wi h cohen’s ule o humb p o iding benchma ks o in e p e a ion: 0.00 (no e ec ), 0.02 (small
e ec ), 0.15 (mode a e e ec ), and 0.35 (la ge e ec ). i is e iden om ou analysis ha he cons uc
Desi e o Food’ exe s he mos subs an ial e ec size in ela ion o Pu chase in en ion, as shown in
able 7.
Impo ance-pe o mance map analysis
ingle and sa s ed (2016) ounda ional discou se on Pa ial leas squa es s uc u al equa ion Modeling
(Pls seM) se he s age o he ad ancemen o a no el e alua i e app oach known as impo ance
Pe o mance Map analysis (iPMa) (s eukens e al., 2017). his echnique is pi o al in assessing he
e icacy o exogenous cons uc s wi hin a gi en model. inco po a ed in o he la es i e a ion o
sma Pls 3 so wa e (hai e al., 2014), iPMa s ands ou as a obus ool o de e mining he magni-
ude o he ela ionships be ween cons uc s. in his s udy, we ancho ed Pu chase in en ion as he
Figu e 3. Mode a ion e ec .
18 s. gOPal e al.
ocal cons uc o analysis. as delinea ed in able 8, he iPMa e eals ha he link be ween Desi e o
Food and Pu chase in en ion has he highes impo ance sco e (0.655) wi hin he model. By con as ,
he associa ion be ween Pe cei ed con enience and Pu chase in en ion egis e s he highes pe o -
mance sco e.
Discussion
his s udy se ou o explo e he unde lying ac o s ha in luence consume beha io owa ds online ood
o de ing, speci ically examining he oles o he Pe cei ed con enience (Pc) o online o de ing, Menu
in o ma i eness (Mi), and Menu Visual appeal (MVa) in shaping consume desi e and pu chase in en ions.
Hypo hesis indings
he esul s indica ed ha Menu Visual appeal (MVa) had a signi ican posi i e e ec on Desi e o Food
(DF) (β = 0.371, = 5.506, p < 0.001). his inding suppo s he indings o B ewe and sebby (2021), high-
ligh ing ha aes he ically pleasing menus enhance consume s’ desi e o ood. he sO model (Meh abian
& ussell, 1974) suppo s his by posi ing ha en i onmen al s imuli ( isual appeal) e oke emo ional
esponses (desi e), which in u n d i e beha io al in en ions (pu chase). he analysis con i med ha
Menu in o ma i eness (Mi) posi i ely in luenced Desi e o Food (DF) (β = 0.409, = 6.259, p < 0.001). his
aligns wi h he indings o hou e al. (2017), who sugges ed ha de ailed and comp ehensi e menu
in o ma ion enhances ood desi e by educing unce ain y and inc easing pe cei ed alue. his s udy also
con i ms he esul s o B ewe and sebby (2021) ha Desi e o Food (DF) has a signi ican posi i e e ec
on Pu chase in en ion (Pi) (β =.655, = 14.635, p <.001). his sugges s ha inc eased ood wan ing leads
di ec ly o inc eased pu chase in en ions, in line wi h he heo y Beha io (ajzen, 1991).
Pe cei ed con enience (Pc) was posi i ely in luenced by (Pi) (β = 0.256, = 5.428, p < 0.001). his con-
i ms he p emise o he aM (Da is, 1989) sugges s ha a mo e con enien and accessible o m b ings
consume sa is ac ion and highe pu chase in en ions (hong e al., 2021). he media ion analysis indi-
ca ed ha Desi e o Food (DF) media ed he ela ionship be ween Menu in o ma i eness (Mi) and
Pu chase in en ion (Pi), wi h an indi ec e ec o 0.268 ( = 5.603, p < 0.001). his is in line wi h he sO
model and hus suppo s ou hypo hesis ha in o ma i eness is posi i ely ela ed o pu chase in en ion
since i leads o ood desi e. Desi e o Food (DF) also ac s as a media o in he ela ionship be ween
Menu Visual appeal (MVa) and Pu chase in en ion (Pi) [indi ec e ec : 0.243 ( = 5.098, p < 0.001)]. his
esul highligh s he impac o aes he ics on hunge , and eminds us o how aes he ics can lead o pu -
chase beha io h ough s imula ion o ood desi e (Papies e al., 2017). he esul s o he mode a ion
analysis sugges ha bo h sexes mode a e he ela ionship be ween MVa and DF and Mi wi h DF. in
addi ion, his sugges s ha he e ec s o isual appeal and in o ma i eness on ood desi e we e
gende -dependen because con as ing e sions o he s imuli a o ing di e en isual ood pe cep ions
we e p e e ed be ween men and women, as e ealed by Yeo e al. (2017). he cumula i e e ec o hese
ela ionships is mode a ed by ma i al s a us, whe eby ma ied indi iduals exhibi di e en le els o
Table 7. e ec size e ec .
Cons uc indic o s squa e
Menu Visual appeal -> Desi e o Food 0.152
Menu in o ma i eness-> Desi e o Food 0.184
Desi e o Food -> Pu chase in en ion 0.933
Pe cei ed Con enience -> Pu chase in en ion 0.143
Table 8. iPMa.
Pu chase in en ion
Cons uc s impo ance Pe o mances
Menu Visual appeal 0.243 64.503
Menu in o ma i eness 0.268 56.216
Desi e o Food 0.655 59.846
Pe cei ed Con enience 0.256 72.694
cOgen Business & ManageMen 19
p io i iza ion o de ailed menu in o ma ion and con enience han single indi iduals (Yoon & geo ge,
2012; handayani e al., 2022). consume age is a mode a o o Mi and DF, highligh ing ha Mi is mo e
e ec i e o younge consume s who a e mo e a ec ed by isual appeal and less e ec i e o olde
consume s who a e mo e a ec ed by in o ma i eness and con enience (hong e al., 2021).
he esul s o he s udy also show how aes he ically pleasing online menus can in luence dine s’ deci-
sions, albei o a lesse deg ee han expec ed. his is likely because en icing ood pic u es could dis ac
dine s om he ac ual in o ma ion abou he ood on he menu. he esea ch u he sugges s ha con-
sume s’ pe cep ion o se ice con enience inc eases wi h he ecogni ion o ime and e o sa ings,
enhancing he likelihood o pu chase. in ligh o hou e al. (2017), he cu en s udy del es in o how con-
sume a i udes and in en ions a e molded by isual and desc ip i e elemen s o menu i ems. i was
obse ed ha consume s’ in o ma ion p ocessing s yles, whe he isualize s o e balize s, in luence hei
p e e ences and pu chase p opensi y. in e es ingly, while he a ailabili y o menu in o ma ion signi ican ly
a ec ed pe cep ions o con enience, he in luence o menu isual appeal on his pe cep ion was ma ginal.
Theo e ical implica ions
he indings o his esea ch o e signi ican heo e ical ad ancemen s in unde s anding he dynamics o
online menu p esen a ions and hei in luence on consume o de ing beha io s wi hin he apidly g owing
domain o online ood deli e y se ices in india. he indings o his esea ch o e signi ican heo e ical
ad ancemen s in unde s anding he dynamics o online menu p esen a ions and hei in luence on con-
sume o de ing beha io s wi hin he apidly g owing domain o online ood deli e y se ices in india. Fi s ,
i delinea es and elabo a es upon he cons uc s and hei in luence on consume s’ in en ions o o de ood
online, pa icula ly in he indian es au an con ex . second, si ua ing he s udy in he pos -co id-19 e a, i
add esses and esol es a no able gap in p io esea ch, o e ing a imely and ele an explo a ion o he
subjec ma e . his s udy dis inguishes i sel by in eg a ing bo h cogni i e and a ec i e dimensions o
p edic consume in en , he eby enhancing he p edic i e obus ness o he consume decision-making
model. P io s udies we e limi ed o pu ely emo ional ac o s such as s imula ion, hunge , and c a ings.
addi ionally, his s udy ex ends he applica ion o he s imulus-O ganism- esponse (sO ) model,
echnology accep ance Model ( aM), and heo y o Planned Beha io ( PB) o he con ex o digi al
menus. By in eg a ing he cogni i e and a ec i e dimensions, i o e s a obus amewo k o p edic ing
consume beha io in online ood o de ing. his comp ehensi e app oach demons a es how en i on-
men al s imuli (menu isual appeal and in o ma i eness) e oke in e nal esponses (desi e o ood), lead-
ing o beha io al ou comes (pu chase in en ions). hi d, his s udy p o ides no el insigh s in o he
compa a i e in luence o isual depic ions o ood i ems and de ailed in o ma ional con en ega ding
ing edien s, calo ic con en , and p epa a ion me hods on pu chase in en ions. Bo h isual and in o ma-
ional elemen s we e ound o exe a posi i e in luence, o e ing a nuanced unde s anding o how di -
e en menu ea u es can in luence consume decisions. Menu appeal (β = 0.371) and in o ma i eness
(β = 0.409) we e ound o signi ican ly inc ease ood desi e, which, in u n, led o s ong pu chase in en-
ions ( able 5). knowledge o he media ing e ec o hunge desi es o e s enhanced insigh in o con-
sume beha io in he digi al sphe e.
in addi ion, he s udy add essed he mode a ing e ec s o esponden s’ demog aphic cha ac e is ics
(sex, ma i al s a us, and age). hese esul s highligh he need o demog aphic-speci ic app oaches o
digi al menu design and p omo ion. some isual appeal alone may play a g ea e ole in inc easing ood
desi e in women han in men, while mo e in o ma i e con en migh d i e desi e o he same ood in
men mo e han in women. hese ela ionships a e u he modi ied by ma i al s a us and age, empha-
sizing he need o pe sonalized digi al ma ke ing app oaches o di e en consume segmen s. he e o e,
his esea ch makes a no el and impo an con ibu ion o he cu en knowledge and, in doing so,
o ms a ounda ion upon which u u e esea ch may in es iga e how elemen s o a es au an menu may
in luence consume pu chase in en ions. he p oposed amewo k de eloped in he p esen s udy inno-
a es me hodologically, may be bene icial o indian esea che s, and could be a use ul e e ence o he
wo ld esea ch communi y. he insigh s i p o ides he e o e uel u u e inno a ion and academic con-
e sa ion wi hin he ield, in o ming he heo e ical ounda ion upon which empi ical in es iga ions in o
consume beha io in digi al ood se ices should be buil .
20 s. gOPal e al.
Manage ial implica ions
such esea ch would equip es au an ope a o s and s a egis s wi h ac ionable insigh s o imp o e digi al
menu pe o mance and succeed in an e a d i en by echnology. imp o ing aes he ically: employ images
and beau i ul designs o elici consume desi es. he use o da a o selec op imal o e s, posi ioning he
i ems wi h he highes ma gins p ominen ly on he menu, and using colo s such as ed, yellow, and o ange
in he menu o inc ease he a ac i eness and appe i e o he ood ha e been among he bes p ac ices
(Maga, 1974). ealis ic isuals inc ease consume us and pu chase in en ion. inc easing in o ma ion Value:
en ich he expe ience o cus ome s by gi ing hem he ull s o y abou he menu hey a e o de ing om,
ensu ing less cus ome doub , and imp o ing pe cei ed alue. expe imen al e idence suppo s he p opo-
si ion ha desc ip i e na a i es, oge he wi h images, can lead o highe le els o beha io al in en ions
(kisielius & s e n hal, 1984). Make menu i ems easily legible and bilingual, whe e app op ia e cus omized
meal selec ions ca e ed owa ds di e en ypes o die a y p e e ences can help indi idualize use expe i-
ence. con enience: Mode niza ion o he pu chasing p ocess and speedy deli e y se ice helps enhance
he buye expe ience. in ui i e online o de ing in e ace and secu e paymen op ions. i could also be a
discoun , a ee shipmen , o a buy one ob ains one. cus omizing digi al menu designs among demo-
g aphic g oups allows es au an s o igge he in e es o consume s and inc ease hei pu chase in en-
ions. he e we e gende , ma i al s a us, and age- ela ed a ia ions in he use o digi al menu esponses. in
o he wo ds, men migh wan o know mo e abou wha hey a e ea ing, whe eas women can be en iced
o ea mo e wi h pleasan pic u es o ood op ions. Families ( e sus singles) and senio s a e mo e likely o
choose con enience and ad an ages. as such, i is impe a i e ha a es au an owne s ay in une wi h he
imes o emain compe i i e and a ound o he long haul. ac ing on hese insigh s and elen lessly inno-
a ing will d i e g ea e consume engagemen and sa is ac ion and, ul ima ely, a mo e p o i able business.
Conclusion
he ocus o his s udy was on he in e ace dynamics o online menu p esen a ion, pe cei ed ease o
online o de en y, and hei combined impac on in en ion o o de ood online. in line wi h he heo-
ies o planned ac ion, pe cei ed enjoymen , and echnology accep ance, he objec i e o his s udy was
me h ough he p oposed model consis ing o i e de e minan s. al hough he s udy is based on he
indian landscape, i s pe inence can be ex ended o a bigge pic u e o a globalized economy d i en by
he echnological e olu ion and an inc easing end in online ood o de ing beha io . his in es iga ion
di e en ia es i sel om p e ious esea ch by p o iding cu en and mo e cul u ally ele an indings in
english. his was p o en by B ewe and sebby (2021), who de e mined ha he es he ical quali y and
in o ma ion o online menus ha e a la ge impac on in-s o e consume demand, sugges ing ha pe -
cei ed con enience can add a nice ouch o he digi al ood o de ing p ocess (Dua e e al., 2018). he
insigh s de i ed om his esea ch can help ood and es au an indus y s akeholde s gain a compe i i e
edge h ough mo e e ec i e cus ome engagemen and highe ood o de olumes.
hese esul s can ac as a benchma k o wha is cu en ly being done wi hin he indus y, and can
guide u u e esea ch in a apidly e ol ing a ea.
Limi a ions and u u e esea ch di ec ions
While his s udy has made s ides in unde s anding online menu e ec s and consume beha io , we
acknowledge some limi a ions.
While his s udy has made s ides in unde s anding online menu e ec s and consume beha io , we
acknowledge some limi a ions. Fi s , he esea ch was geog aphically ocused on sou he n india. his s udy
could be b oadened o co e o he indian geog aphies, which migh o e di e en pe spec i es. he sample
was no ep esen a i e in wo main ways: he weigh ed sample o e es ima ed na u al home deli e y use s
and o he deli e y se ice use s, and weighed he sample owa ds younge people who we e mo e likely o
use online menu se ices. One ca ea he e is ha his could be an unde - ep esen a ion o he consume
base. Finally, mo e speci ic a iables on he online ood o de ing expe ience ha a e no included in his
s udy may exis , leading o p elimina y esea ch o p o ide su icien in o ma ion om he model. hence, he
cOgen Business & ManageMen 21
scope and ange o s udies on geog aphic and demog aphic communi y pa icipa ion needs o be expanded
in u u e esea ch. i would be use ul o use bo h di ec and indi ec moni o ing me hods in su eys o his
ype in u u e s udies o inc ease eliabili y and alidi y. Fu he esea ch should include o he obse ed
cons uc s and b oaden he each o he ac o s ha in luence use s’ in en ions o o de ood online. his
could allow us o back ack hese expansions and e inemen s o p o ide a new le el o unde s anding o
consume beha io in he digi al age.
Au ho s Con ibu ion
shilpa gopal played a c ucial ole in he concep ualiza ion and o e all design o he s udy. she was ins umen al in
de eloping he ini ial esea ch amewo k and me hodology and guiding he p ojec ’s di ec ion om incep ion o
execu ion. shilpa also conduc ed he o mal analysis, in e p e ed he da a, and ensu ed he accu acy o he esul s.
he leade ship ex ended o d a ing signi ican po ions o he manusc ip , pa icula ly he li e a u e e iew and
discussion, and supe ising he esea ch p ocess o ensu e cohe ence and academic igou .
Ma hew homas gil was esponsible o conduc ing an ex ensi e li e a u e e iew ha p o ided a solid ounda-
ion o he esea ch hypo heses and heo e ical amewo k. he managed he da a collec ion p ocess, including he
design and adminis a ion o he su ey, and was pi o al in cu a ing da a o subsequen analysis. Ma hew’s con i-
bu ions included e iewing and edi ing he manusc ip o enhance i s cla i y and low, ensu ing ha he inal doc-
umen me high academic s anda ds.
Beulyn cydel salian con ibu ed signi ican ly o alida ing he da a analysis me hods and esul s, ensu ing ha
he s a is ical app oaches we e sound and he indings we e eliable. she excelled in c ea ing isual ep esen a ions
o he da a, which we e c ucial o e ec i ely illus a ing he s udy’s ou comes. Beulyn also pa icipa ed in w i ing
sec ions o he manusc ip , pa icula ly hose ela ed o he esul s and hei p ac ical implica ions. addi ionally, she
managed he p ojec adminis a ion, coo dina ed eam communica ions, and kep he p ojec on schedule.
Jalil Baddaoui p o ided essen ial insigh s in o he heo e ical aspec s o he s udy, ensu ing ha he esea ch was
well g ounded in es ablished models such as he sO model, aM, and PB. his expe ise was in aluable in e iew-
ing and edi ing he manusc ip , wi h a ocus on heo e ical accu acy and dep h. his supe ision du ing ou e ision
o his manusc ip ensu ed ha all phases we e execu ed a a high s anda d, adhe ing o he planned esea ch goals.
Disclosu e s a emen
no po en ial con lic o in e es was epo ed by he au ho (s).
E hical app o al
he au ho s con i m ha his esea ch adhe ed o e hical guidelines and complied wi h he legal equi emen s o
india. in o med w i en consen was ob ained om all pa icipan s using an online ques ionnai e, in which pa ic-
ipan s we e p o ided wi h an ex ensi e explana ion o he s udy objec i es, p ocedu es, and hei igh o wi h-
d aw a any ime be o e consen ing. Pa icipan s indica ed hei consen by selec ing an acknowledgmen box
be o e beginning he ques ionnai e. acco ding o he ins i u ional esea ch commi ee, his s udy did no equi e
o mal e hics clea ance om an ins i u ional e hics commi ee (iec), as ou lined in Mahe/appendix 2, ‘P ojec s
exemp om submission o i c’. speci ically, Poin 7 exemp s p ojec s in ol ing pu e ma ke ing and economic
esea ch ha do no ha e heal h, psychological, o social impac s on pa icipan s. his s udy, which su eyed
uni e si y s uden s on hei in e ac ions wi h digi al menus and online ood-o de ing expe iences, quali ies o his
exemp ion. he su ey ocused on consume beha io and pe cep ions o digi al menu e ec i eness ( isual
appeal, in o ma i eness, and con enience) and main ained minimal pa icipan isk, ensu ing ha all esponses
emained anonymous and con iden ial. By mee ing hese c i e ia, his s udy complied wi h bo h he ins i u ional
and in e na ional esea ch e hics s anda ds.
Funding
he au ho s ha e ecei ed no inancial suppo o he esea ch, au ho ship, o publica ion o his manusc ip .
Abou he au ho s
D . Shilpa Gopal is an assis an P o esso (senio scale) in he Depa men o comme ce a he Manipal academy o
highe educa ion (Mahe), Manipal, india. she comple ed he Ph.D. in Managemen om Pe iya uni e si y, salem,
22 s. gOPal e al.
amil nadu, specializing in ma ke ing and consume beha io . he esea ch in e es s include ad e ising and
B anding, consume Beha io , and social Media Ma ke ing. D . shilpa has mo e han 15 yea s o eaching expe ience
in subjec s such as Ma ke ing, consume Beha io and esea ch me hods and is ac i ely in ol ed in esea ch and
academia. she also had se e al publica ions on he own c edi .
D . Ma hew Thomas Gil is an assis an P o esso (senio scale) in he Depa men o comme ce a he Manipal
academy o highe educa ion (Mahe), Manipal, india. he ea ned his Ph.D. in Managemen om anna uni e si y,
chennai, specializing in g een ma ke ing and consume beha io . his esea ch in e es s include sus ainable inno a-
ion, ma ke ing analy ics, consume beha io , and en ep eneu ship. D . gil has published ex ensi ely in in e na ional
pee - e iewed jou nals and has se ed as a e iewe o epu ed academic publica ions. he is expe ienced in each-
ing ma ke ing, business esea ch me hods, and da a analy ics and is ac i ely in ol ed in academic p og am de el-
opmen and esea ch supe ision.
Ms. Beulyn Cydel Salian is cu en ly pu suing a Mas e ’s deg ee in analy ics a Mi uni e si y, Melbou ne, Vic o ia,
aus alia. she holds a B.com P o essional hono s deg ee om he Depa men o comme ce a he Manipal academy
o highe educa ion (Mahe), Manipal, india. Beulyn specializes in analy ical ools and pla o ms including sQl,
s udio, sas, and Powe Bi. he esea ch in e es s lie in he a eas o ma ke ing analy ics, consume beha io , se ice
ma ke ing, b anding, and ading s a egies. Wi h a s ong ounda ion in da a-d i en decision-making, Beulyn aimed
o con ibu e o ad ancing insigh s and s a egies in he ields o ma ke ing and inance.
D . Jalil Baddaoui holds a Ph.D. in Managemen science om uni e si é abdelmalek essaâdi, specializing in sus ainabil-
i y in supply chain managemen . he is an Ope a ions Manage in he ma i ime sec o wi h expe ise in op imiza ion,
ma i ime ope a ions, logis ics, and sus ainabili y. his esea ch ocuses on applying da a science o op imize esou ces,
enhance supply chain sus ainabili y, and imp o e logis ics pe o mance. in addi ion o his indus y ole, D . Baddaoui
eaches a he in e na ional uni e si y o aba and uni e si é abdelmalek essaâdi, deli e ing cou ses on supply chain
managemen , logis ics, and sus ainabili y, while b idging academic esea ch wi h p ac ical applica ions.
ORCID
shilpa gopal h p://o cid.o g/0000-0002-6094-3129
Ma hew homas gil h p://o cid.o g/0000-0002-5135-3397
Beulyn cydel salian h p://o cid.o g/0009-0002-9058-6369
Da a a ailabili y s a emen
he da a suppo ing he indings o his s udy a e a ailable om he co esponding au ho upon eques .
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