The effect of menu attributes on perceived value, pleasure and impulse ordering behavior: The moderating role of menu types (paper, tablet, augmented reality) and food familiarity

In this study, the role of the menu in the ordering experience of restaurant consumers is examined. An exploratory sequential mixed-methods design is adopted, involving two consecutive studies conducted using both qualitative and quantitative approaches. The research initially aims to explore the views of practitioners on digital and augmented reality menus through a qualitative approach. In this context, the study seeks to shed light on the factors that facilitate and hinder the use of digital menus in restaurants, as well as the positive and negative effects of their use, and the perspectives on the use of augmented reality menus. To address the research questions, a focus group discussion was conducted with sector professionals and expert academics (11 people) in Alanya. The findings from the discussion reveal that digital menu usage is perceived as facilitating due to its ability to be quickly updated, enrich menu content, integrate with other systems, provide feedback, create a database, offer detailed information to consumers, accelerate the ordering process, personalize orders, and provide remote access. On the other hand, additional costs and personnel needs, technical infrastructure and system issues, and potential usage difficulties constitute the hindrances associated with digital menus. While it is noted that digital menus could have positive impacts on sustainability and enhancing business image, it is also suggested that they might weaken communication between service staff and consumers and reduce the need for personnel. The augmented reality menu is regarded as an innovative and engaging tool that has the potential to enhance the dining experience, though it may prolong the ordering process and risk of becoming monotonous with repeated use over time. Consequently, it can be stated that practitioners generally exhibit positive attitudes towards the use of digital menus and view augmented reality menus as a potential menu type that may become more widespread in the future. This has set the stage for the main study to be conducted. In the main research, the aim is to identify the relationships between menu attributes, perceived value, pleasure, and impulsive ordering behavior within the framework of the Stimulus-Organism-Response (S-O-R) model, and to examine the moderating roles of different menu types (paper, tablet, augmented reality) and food familiarity in these relationships. The research area consists of the Cappadocia region (Nevşehir), while the research context includes luxury restaurants. In line with the quantitative research approach, a real field experiment is conducted, adopting a post-test control group design. As part of the experimental procedure, paper menu, tablet menu, and augmented reality menu are used for experimental manipulation, and data were collected using questionnaires. A combination of purposive and convenience sampling methods is employed to determine the sample. Questionnaires were distributed in two different formats, both online (via QR code) and face-to-face. Data are collected from international tourists between July 1 and October 31, 2023, in a designated experimental area within a real restaurant environment using the experimental materials (paper, tablet, and augmented reality menu) and an English-language survey form. A total of 1173 survey forms are obtained from the research experiment. After evaluating missing data (136), outliers (109), and filtering questions (153), 775 valid data were accepted for analysis. The hypotheses addressed in the research model are tested using structural equation modeling (SEM). The findings reveal that menu attributes positively affect perceived value (H1), pleasure (H2), and impulsive ordering behavior (H3); both perceived value (H4) and pleasure (H5) positively influence impulsive ordering behavior. Additionally, it was found that menu types played a moderating role in the relationships between menu attributes and pleasure (H7), and food familiarity moderates the relationship between pleasure and impulsive ordering behavior (H9). However, it is observed that menu types do not have a moderating role in the relationships between menu attributes and perceived value (H6) and between food familiarity and perceived value with impulsive ordering behavior (H8). Overall, the research contributes to the existing literature and provides recommendations to both industry practitioners and researchers.