Communication Effects of the Presenting Types of Menu Labelsand Consumers' Knowledge Level

메뉴 라벨의 제시 유형과 소비자 지식 수준에 따른 커뮤니케이션 효과

The purpose of this study is to analyze the effects of the presenting type of menu labels(regular/descriptive) and knowledge level(high/low) on the advertisement(Ad) comprehension, attitude toward the Ad, attitude toward the brand, purchase intentions. For that reasons, 157 university students who are majoring in food-service management or culinary arts were conveniently selected as sample for $2{\times}2$ factorial design. A final sample of 153 responses were deemed usable and then two-way ANOVA was used for statistical analysis. The findings are as follows. First, there were significant differences between the presenting types of menu labels and communication effects including the Ad comprehension, attitude toward the Ad, attitude toward the brand, purchase intentions. It can be known that descriptive menu labels showed higher communication effects than regular menu labels. Second, there were significant differences between the knowledge levels and communication effects including the Ad comprehension, attitude toward the Ad, and purchase intention but not in attitude toward the brand. It can be known that consumers with relatively high knowledge levels showed higher the Ad comprehension, attitude toward the Ad, purchase intention than consumers with low knowledge levels. The results of this study can be used as data for more effective menu marketing and basic of further empirical study for effectiveness of menu labels.