The scan intention of customers for QR code included e-menu in restaurant

10.29893/NCUTMAN.201811.0106

Wen-Chin. Tsao；Khutagaa Oyuntuya

restaurant menu ； e-menu ； online platform ； QR code link ； offline to online

管理學術研討會

第十六屆（2018 / 11 / 01）

1085 - 1091

英文

Restaurant is the most common, famous and hugest customer choice oriented hospitality business around the world. The most important platform that interacts with customers is restaurant menu. The menu design, contained information, illustration of products, discount news are crucial or attractive aspects for customer`s choice. Ordinary paper menu, also called offline menu, is almost impossible or costly to reforming, editing and changing. As correlated research implies that restaurant or cuisine managers stated that customers want as much information regarding their meal as possible. However, paper menu is space-limited and requires not-small amount of fund from budget. On the other hand, online platform such as website, Facebook, Instagram are handy and convenient for providing additional figures, information even video of restaurant products, meals, desserts and beverage etc. When offline menu uploaded online platform mentioned above referred as online menu or in short e-menu. QR code is the easiest and fastest path to access to e-menu located online platform. This study examines scan intentions of restaurant customers on QR code that connect e-menu with customer. It is expected scan intention of customers would be enormous and will be cheapest and efficient way to transform restaurant menu offline to online (off-on).