消费动机和点单方式对消费金额的影响研究

The Influence of Consumption Motivation and Ordering Mode on Consumption Amount

摘要: 随着移动互联网的发展，众多餐厅中电子菜单逐渐取代了纸质菜单，但少有学者关注不同的点单方式是否会对消费金额产生差异性的影响。追求快乐与避免痛苦是消费者常见的两种消费动机，二者可能会对消费金额产生不同影响。本研究通过设计消费情境模拟实验，来探究消费动机和点单方式是否会对消费者的消费金额产生影响。结果发现，消费动机和点单方式的主效应均显著，即使用纸质菜单点单、追求快乐情境下的消费金额显著高于使用电子菜单点单、避免痛苦情境下的消费金额。本研究的发现对餐饮企业具有重要的启示意义。有助于餐饮企业更全面地理解电子菜单和纸质菜单的优势与不足，不再让电子菜单成为唯一的选择。

Abstract: With the increasing development of mobile internet technology, electronic menus are gradually replacing paper menus in many restaurants. However, few scholars have paid attention to whether different ordering mode will have a differential impact on consumption amount. The pursuit of pleasure and the avoidance of pain are two common consumer motivations, which may have different impacts on the consumption amount. This study designed a consumer situation simulation experiment to explore whether consumer motivation and ordering mode will affect the consumer’s spending amount. The results showed that the main effects of both consumer motivation and ordering mode were significant, with consumption amounts significantly higher when using paper menus and in the pursuit of happiness scenario compared to using electronic menus and in the avoidance of pain scenario. The findings of this study have important enlightening significance for the catering industry. They help the catering industry to gain a deeper understanding of the advantages and disadvantages of electronic and paper menus, and prevent electronic menus from becoming the only choice.