The effect of online restaurant menus on consumers’ purchase intentions in Klang Valley Malaysia

The study investigates the impact of online restaurant menus on consumers' purchase intentions in Klang Valley Malaysia, with the goal of determining the relationship between menu visual appeal, menu informativeness, and food desire on consumers’ purchase intentions. The online restaurant menus faced problem issues during COVID-19 and associated the customers purchased. Hence, there are strong indications that digital menus or online menus will be around long after the pandemic ends, for the simple reason that many customers enjoy using them. The objectives of the study is to examine the effect of menus visual appeal, menu informativeness and desire for food on consumers’ purchase intentions. A questionnaire -based survey of 279 people who had previously used online menus at Klang Valley restaurants was conducted. The data was analysed using descriptive and correlation analysis. The findings demonstrate that the three variables are highly related to consumers' purchase intention, with the strongest relationships being menu visual appeal, menu informativeness, and desire for food. In accordance with the findings, future researchers were given implications and recommendations. The implications, this research study supplied all of the necessary facts, particularly on how menu visual appeal, menu informativeness, and desire for food influence consumers’ purchase intentions. This research may also help future consumers have a better understanding of the elements that influence their purchase intention.