菜單圖文比例對購買意願之影響－日本與中東料理之解釋水平理論研究

Picture-text Ratio of Ethnic Restaurants' Menu: The Study of Construal Level Theory of Japanese and Middle East Restaurants

10.6213/JLRIM.201909_12(2).0004

施敏雯(Min-Wun Shih)；黃鐘慶(Chung-Ching Huang)；劉瑞香(Jui-Shiang Liu)

圖文比例 ； 購買意願 ； 社會距離 ； 異國料理 ； picture-text ratio ； purchase intention ； product attitude

休閒產業管理學刊

12卷2期（2019 / 09 / 01）

63 - 76

繁體中文

隨著餐飲業蓬勃發展，異國料理餐廳在台灣隨處可見。在如此競爭的餐飲市場，如何成功經營餐廳，是經營者的重要課題，其中菜單圖文的呈現方式便是影響消費者購買的關鍵因素之一。本研究以兩種不同社會距離的異國料理為例，探討菜單圖文比例是否對購買意願產生影響。本研究以二因子實驗設計方法進行，圖文比例（圖大文小vs.文大圖小）×社會距離（日式料理vs.中東料理），採問卷調查法收集研究資料。分析結果顯示，在社會距離低的條件下（日本料理），「圖大文小」的菜單會產生較高的購買意願。然而，在社會距離高的條件下（中東料理），「文大圖小」與「圖大文小」的菜單對購買意願則無顯著差異，本研究並據此提出後續結論與建議。

Ethnic restaurants are very popular in Taiwan because of the increase of eating out which has led to a boom for the catering industry. Thus, how to succeed in the competitive restaurant industry is a critical issue. Menu presentation is a key factor affecting customers' decision-making. This study investigates how the menu's picture-text ratio, and social distance between the customers and the ethnic culture of the restaurants impact the product attitude and purchase intention. An experimental method was adopted by using a two-factor design of picture-text ratio (big picture /small text vs. small picture/big text) and social distance (Japanese cuisine vs. Middle East cuisine). A survey was conducted. SPSS statistic software was employed. The results are as follows: In the case of low social distance (Japanese cuisine), the menu with big pictures/small texts generates higher purchase intention and more positive product attitude. However, in the case of high social distance (Middle East cuisine) there is no significant difference on purchase intention and product attitude toward the menu with small pictures/big texts.

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