Web-Based Menu Design: A Conjoint Value Analysis

ABSTRACT This study explores the primary factors associated with online restaurant menu design, including trust, familiarity and recognizable patterns, branding consistency, psychological triggers, and utility (or ease of use). In order to assess the causal link between online menu design and consumer behavior, conjoint value analysis was employed. Sample menus were modeled such that the attributes of the five factors represent the independent variables with the responses indicating consumers’ preferences serving as the dependent variable. The study’s findings suggest that trust is paramount, followed by familiarity and recognizable patterns. Surprisingly, our analysis indicates that utility was the least important factor.

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