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題名：菜單設計對餐廳經營績效之影響
書刊名：餐旅暨觀光
作者：范雅筑／黃靖淑 引用關係
作者(外文)：Fan, Ya-jhu／Huang, Ching-hsu
出版日期：2014
卷期：11:1
頁次：頁1-22
主題關鍵詞：菜單設計；消費意願；經營績效；菜單版面；準實驗設計；Menu design；Purchase intention；Restaurant performance；Menu layout；Quasi-experimental design
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:14
  • 點閱點閱:77
本研究目的主要在探討菜單訊息傳遞設計對消費意願與餐廳經營績效的影響，藉由操弄菜單設計中的兩因子來研究其對消費意願與經營績效的影響，分別為菜單的圖片有無與菜單版面格式。本研究採用2X3「受測者間的因子之準實驗設計」來進行資料的收集，設計6種不同的菜單後，在實際的25秒咖啡餐廳中進行變項的操弄實驗，並蒐集實證資料，研究結果顯示，消費者之消費意願會隨著菜單的版面格式的不同而有顯著差異；餐廳之經營績效也因菜單圖片的有無而有顯著的差異。兩個操弄因子之交互作用並未達到統計上的顯著效果，本研究結果與建議可提供餐飲業者在經營管理上的參考。
The purpose of this study is to show how manipulating two variables, pictures and menu layout format, can increase the customer purchase intention and restaurant performance. This study was conducted with 2 X 3 between-subject quasi-experimental design in 25 second coffee shop, a family-style restaurant located in the Pingtung city, Taiwan. There are six different menus which were designed to manipulate the variables. The results found that there are significant differences of purchase intention among the different menu layout formats. The significant differences of restaurant performance were found simultaneously between the menu with pictures and without pictures. The interaction effect of both variables was not found significantly influenced the customer purchase intention and restaurant performance. The implications of this study can aid restaurateurs that either develop new menu, increase performance in terms of restaurant management.
期刊論文
1.Lockyer, T.(2006)。Would a restaurant menu item by any other name taste as sweet?。FIU Review，24(1)，21-31。  new window
2.McCall, M.、Lynn, A.(2008)。The effects of restaurant menu item descriptions on Perceptions of quality, price, and purchase intention。Journal of Foodservcie Business Research，11(4)，439-445。  new window
3.Kwong, L. Y. K.(2005)。The application of menu engineering and design in Asian restaurants。International Journal of Hospitality Management，24(1)，91-106。  new window
4.Yang, S. B.、Klines, S. E.、Sessarego, M. M.(2009)。Menu Price Presentation Influences on Consumer Purchase Behavior in Restaurants。International Journal of Hospitality Management，28(1)，157-160。  new window
5.Grewal, D.、Monroe, K. B.、Krishnan, R.(1998)。The effects of price-comparisons advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions。Journal of Marketing，62(2)，46-59。  new window
6.Kincaid, C. S.、Corsun, D. L.(2003)。Are consultants blowing smoke? An empirical test of the impact of menu layout on item sales。International Journal of Contemporary Hospitality Management，15(4)，226-231。  new window
7.Yang, S. S.(2012)。Eye movements on restaurant menus: A revisitation on gaze motion and consumer scanpaths。International Journal of Hospitality Management，31(3)，1021-1029。  new window
8.Miller, Danny、Friesen, Peter H.(1982)。Innovation in Conservative and Entrepreneurial Firms: Two Models of Strategic Momentum。Strategic Management Journal，3(1)，1-25。  new window
9.Morwitz, Vicki G.、Schmittlein, David(1992)。Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders" Actually Buy?。Journal of Marketing Research，29(4)，391-405。  new window
10.Venkatraman, N.、Ramanujam, Vasudevan(1986)。Measurement of Business Performance in Strategy Research: A Comparison of Approaches。Academy of Management Review，11(4)，801-814。  new window
11.許士軍(19870700)。新加坡消費者對不同來源地產品之知覺及態度。管理評論，5-23。new window  延伸查詢new window
12.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
13.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
14.Smith, R. A.(1991)。The effects of visual and verbal advertising information on consumers' inference。Journal of Advertising，20(4)，13-23。  new window
15.Drucker, P. F.(1980)。Managing for Tomorrow - Managing in Turbulent Time。Industry Week，205，54-64。  new window
16.Reynolds, D.、Merritt, E. A.、Sc Pinckney, S.(2005)。Understanding Menu Psychology: an Empirical Investigation of Menu Design and Consumer Response。International Journal of Hospitality and Tourism Administration，6(1)，1-10。  new window
17.Wansink, B.、Painter, J. M.、van Ittersum, K.(2001)。Descriptive Menu Labels' Effect on Sales。Cornell Hotel and Restaurant Administrative Quarterly，42(6)，68-72。  new window
18.Mills, J. E.、Thomas, L.(2008)。Assessing Customer Expectations of Infonnation Provided on Restaurant Menus: a Confirmatory Factor Analysis Approach。Journal of Hospitality & Tourism Research，32(1)，62-88。  new window
會議論文
1.Woo, C. Y.、Willard, G.(1993)。Performance representation in business policy research: Discussion and recommendation。The 23th Annual National Meetings of the Academy of Management，81-84。  new window
學位論文
1.賴如珊(2001)。雜誌版面設計形式與讀者認知度與符合度研究(碩士論文)。雲林科技大學，雲林。  延伸查詢new window
圖書
1.何耀宗(1995)。平面廣告設計。台北：雄獅叢書。  延伸查詢new window
2.施涵蘊(1997)。菜單設計入門。台北：百通圖書。  延伸查詢new window
3.行政院主計處(2013)。家庭收支調查報告。台北：行政院主計處。  延伸查詢new window
4.Drysdale, J. A.、Aldrich, J. A.(2008)。Profitable Menu Planning。Englewood Cliffs, NJ：Prentice-Hall。  new window
5.林品章(1996)。商業設計。臺北市：藝術家出版社。  延伸查詢new window
6.蔡曉娟(1999)。菜單設計。台北市：揚智。  延伸查詢new window
7.Kast, F. E.、Rosenzweig, J. E.(1985)。Organization and management: A System and Contingency Analysis。New York：McGraw-Hill。  new window
8.Shadish, W. R.、Cook, T. D.、Campbell, D. T.(2002)。Experimental and quasi-experimental designs for generalized causal inference。Belmont, MD。  new window
9.Cook, T. D.、Campbell, D. T.(1979)。Quasi-experimentation: Design & analysis issues for field settings。Boston：Houghton Mifflin Company。  new window
10.李天來(1997)。新視覺設計PART1 DM 廣告型錄。台北：義之堂。  延伸查詢new window
 
 
 
 
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