Optimizing digital menus for enhanced purchase intentions: insights from India’s restaurant industry in the post-COVID-19 era

Abstract

In the post-COVID-19 era, the Indian restaurant industry increasingly relies on digital menus to influence consumer behavior. This study explores the impact of Perceived Convenience (PC), Menu Informativeness (MI), and Menu Visual Appeal (MVA) on purchase intentions. This research aims to fill gaps in understanding how digital menu features shape consumer purchase intentions by integrating the Stimulus-Organism-Response (SOR) model, the Technology Acceptance Model (TAM), and the Theory of Planned Behavior (TPB). A quantitative approach was used, collecting data via an online survey of 280 respondents, mainly university students and faculty. Data were analyzed using Partial Least Squares Structural. The findings indicate that MVA significantly boosts food desire, which directly enhances purchase intentions. MI influences purchase intentions by offering clear and detailed information. Desire for food emerges as a potent predictor of purchase intentions. PC also plays a crucial role in determining consumers’ purchase intentions. This study underscores the necessity for visually appealing and informative digital menus and highlights the importance of a seamless ordering process to enhance customer engagement and profitability. These insights are essential for entrepreneurs seeking to adapt to changing consumer behaviors in the digital age. Future research should explore additional factors affecting online food-ordering behaviors.