The Effect Of Online Restaurant Menus On Consumers’ Purhase Intentions In Klang Valley Malaysia

Abstract

The study investigates the impact of online restaurant menus on consumers' purchase intentions in Klang Valley, Malaysia, to determine the relationship between menu visual appeal, menu informativeness, and food desire on consumers’ purchase intentions. The online restaurant menus faced problems during COVID-19 and associated with the customers purchased. Hence, there are strong indications that digital or online menus will be around long after the pandemic ends, for the simple reason that many customers enjoy using them. The study's objectives areo examine the effect of menus visual appeal, menu informativeness and desire for food on consumers’ purchase intentions. A questionnaire-based survey of 279 people who had previously used online menus at Klang Valley restaurants was conducted. The data were analysed using descriptive and correlation analysis. The findings demonstrate that the three variables are highly related to consumers' purchase intention, with the most vital relationships being visual menu appeal, menu informativeness, and desire for food. Following the findings, future researchers were given implications and recommendations. The implications of this research study supplied all of the necessary facts, particularly on how visual menu appeal, menu informativeness, and desire for food influence consumers’ purchase intentions. This research may also help future consumers better understand the elements that influence their purchase intention.