تحلیل تأثیر جذابیت بصری و اطلاعات ارزش غذایی درفهرست دیجیتال بر قصد خرید

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار ، گروه مدیریت بازرگانی دریایی، دانشکده مدیریت و علوم انسانی، دانشگاه دریانوردی و علوم دریایی چابهار، چابهار، ایران

2 استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه آزاد اسلامی بوشهر، بوشهر، ایران

چکیده

با گسترش سریع سفارش برخط غذا، طراحی فهرست دیجیتال به یکی از مؤلفه‌های کلیدی در جلب توجه و افزایش قصد خرید مشتریان تبدیل شده است. در این میان، جذابیت بصری فهرست غذا، سهولت استفاده و به‌ویژه اطلاعات ارزش غذایی، نقش مهمی در تصمیم‌گیری مصرف‌کنندگان ایفا می‌کنند. همه‌گیری کووید-19 نیز حساسیت مشتریان نسبت به مسائل بهداشتی و تغذیه‌ای را افزایش داده و بر الگوهای رفتاری آنان تأثیر گذاشته است. پژوهش حاضر، با هدف بررسی تأثیر جذابیت بصری و اطلاعات ارزش غذایی فهرست غذاهای برخط بر قصد خرید مشتریان در دوران پساکرونا انجام شد. این مطالعه، از نوع کاربردی و با روش توصیفی-پیمایشی طراحی گردید. جامعه آماری، مشتریان رستوران‌های برخط شهر شیراز پس از همه‌گیری کووید-19 است و حجم نمونه با استفاده از فرمول کوکران 384 نفر تعیین شد. نمونه‌گیری به‌صورت خوشه‌ای چندمرحله‌ای و ابزار گردآوری داده‌ها پرسشنامه استاندارد با روایی و پایایی تأییدشده بود. داده‌ها با بهره‌گیری از مدل‌سازی معادلات ساختاری در نرم‌افزار Smart PLS  تحلیل شدند. یافته‌ها نشان داد اطلاعات ارزش غذایی (952/2=t) و ادراک ریسک کووید-19 (583/8=t) تأثیر مثبت و معناداری بر تمایل به غذا دارند. اگرچه جذابیت بصری تأثیر مستقیمی بر تمایل به غذا نداشت (372/0=t)، اما از طریق متغیر واسط درک سهولت استفاده مؤثر واقع شد. همچنین، تمایل به غذا (884/4=t) و درک سهولت استفاده (123/3=t) به‌طور مستقیم بر قصد خرید مصرف‌کنندگان اثرگذار بودند. در مجموع، نتایج بیانگر آن است که مشتریان در دوران پساکرونا بیش از عناصر بصری به اطلاعات تغذیه‌ای و سهولت دسترسی توجه دارند. این یافته‌ها می‌تواند راهنمایی عملی برای مدیران رستوران‌ها و سکو‌های سفارش برخط در طراحی فهرست غذاهای کاربرپسند و ارتقای وفاداری مشتریان فراهم آورد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Analyzing the Impact of Visual Appeal and Nutritional Information of Digital Menus on Food Purchase Intention

نویسندگان [English]

  • aziz abtin 1
  • bagher abbaspour 2
1 Assistant Professor, Department of Business management, Faculty of Management and humanities, University of Chabahar Maritime, Chabahar, Iran
2 Assistant Professor, Department of Business Management, Faculty of Management and Accounting, University Of Bushehr Islamic Azad, Bushehr, Iran
چکیده [English]

Extended Abstract
Introduction: In recent years, the rapid growth of the online food ordering industry and increasing competition among restaurants have highlighted the role of digital menu design in attracting and retaining customers. Among the various factors influencing consumer decision-making, visual appeal and nutritional information are two key components. The visual attractiveness of digital menus can shape customers' perceptions and emotions, while nutritional information, particularly in the post-pandemic era when health awareness has intensified, serves as a crucial determinant in food selection. The COVID-19 pandemic significantly altered consumer behavior, increasing their sensitivity toward health and nutritional concerns. In this context, the present study aims to examine the impact of the visual appeal and nutritional information of online restaurant menus on consumers' purchase intention in the post-pandemic era. Furthermore, it explores the mediating roles of perceived COVID-19 risk, food preference, and perceived ease of use of digital menus in shaping consumer decisions.
Methodology: This research is applied in nature and employs a descriptive-survey method for data collection. The statistical population consists of customers of online restaurants in Shiraz, Iran, who have placed online food orders in the post-pandemic period. A multi-stage cluster random sampling method was applied to select the sample. In the first stage, restaurants with online ordering systems were identified and considered as primary clusters. In the second stage, several high-traffic restaurants were randomly selected from these clusters. Finally, simple random sampling was conducted to select customers who had placed online food orders within the study period. The sample size was determined as 384 respondents using Cochran’s formula. Data were collected through a standardized questionnaire that included items measuring visual appeal, nutritional information, perceived COVID-19 risk, food preference, perceived ease of use of the digital menu, and purchase intention. The validity of the questionnaire was confirmed through content validity assessment and confirmatory factor analysis (CFA), while its reliability was verified using Cronbach’s alpha and composite reliability (CR) coefficients. Data analysis was conducted using Structural Equation Modeling (SEM) in Smart PLS software.
Discussion and Results: The results indicated that nutritional information had a significant positive effect on food preference (t = 2.952), suggesting that consumers are more likely to choose food items when provided with detailed information about their nutritional content, calorie count, and ingredients. Additionally, perceived COVID-19 risk had a significant impact on food preference (t = 8.583), highlighting the continued influence of health and safety concerns on consumer behavior. Contrary to expectations, the visual appeal of online menus did not have a direct effect on food preference (t = 0.372). While previous studies suggested that visually appealing menu designs could directly influence consumer choices, the findings of this study indicate otherwise. However, further analysis revealed that visual appeal indirectly influenced food preference through the mediating variable of perceived ease of use. This suggests that if an online menu is both aesthetically appealing and easy to use, it enhances consumer engagement and influences food preference positively. Moreover, food preference (t = 4.884) and perceived ease of use of digital menus (t = 3.123) significantly influenced consumers’ purchase intention. These results emphasize the importance of user-friendly digital menu designs and the provision of relevant nutritional information as key drivers of consumer purchase decisions.
Conclusion: The findings of this study demonstrate that in the post-pandemic period, consumers prioritize nutritional information and ease of use over visual appeal when interacting with online restaurant menus. In other words, customers prefer menus that provide clear and accurate nutritional information along with a simple and intuitive ordering experience. Additionally, health and safety concerns continue to shape consumer decision-making, reinforcing the need for restaurants to adapt to changing consumer expectations.
Based on these insights, the following recommendations are proposed for restaurants and online food ordering platforms:

Providing Detailed Nutritional Information: Online menus should include comprehensive details on calorie content, nutritional values, and ingredient lists to assist consumers in making informed and health-conscious food choices.
Enhancing User Experience in Digital Menus: The ease of use of digital menus should be improved by implementing simplified navigation, categorized food items, quick search features, and intuitive layouts to ensure a seamless ordering process.
Building Consumer Trust in Health and Safety Standards: Displaying certifications for food safety, hygienic packaging measures, and adherence to health protocols can positively influence consumer purchase decisions.
Combining Visual Appeal with High Usability: Although visual appeal did not have a direct impact on food preference, it played a significant role when combined with user-friendly design. Restaurants should integrate high-quality food images with functional and accessible menu layouts to enhance the customer experience.
Personalized Marketing Strategies and Consumer Engagement: Leveraging consumer data analytics to offer personalized recommendations and targeted promotions can enhance customer loyalty and retention.

کلیدواژه‌ها [English]

  • Online menus
  • visual appeal
  • nutritional information
  • purchase intention
  • online food ordering
  • post-pandemic

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کاوش‌های مدیریت بازرگانی
دوره 17، شماره 41
آبان 1404
صفحه 134-149

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