The role of visual information in ethnic restaurant patronage on food ordering apps (FDAs)

Rong Li*, Michel Laroche, Zhen Zhang

*Corresponding author for this work

Research output: Contribution to conferencePaperpeer-review

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Abstract

Food ordering apps (FDAs) have gained popularity in recent years due to the changing lifestyle and mobile technology transformation. Particularly during the COVID-19 pandemic, more consumers used FDAs to order their food. This research examines how visual information, such as the food pictures featured on the menu of an ethnic restaurant on FDAs, affects restaurant patronage. The findings show that visual information leads to higher patronage through online trust and consumer attitudes towards the restaurant.
Original languageEnglish
Publication statusPublished - 5 Jul 2022
Event2022 Academy of Marketing Conference: Marketing: The Fabric of Life - University of Huddersfield, Huddersfield, United Kingdom
Duration: 5 Jul 20227 Jul 2022
https://www.academyofmarketing.org/conference/conference-2022/

Conference

Conference2022 Academy of Marketing Conference
Country/TerritoryUnited Kingdom
CityHuddersfield
Period5/07/227/07/22
Internet address

Keywords

  • visual information
  • ethnic restaurants
  • food ordering apps (FDAs)
  • online trust

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