The Influence of Digital Menu Visual Appeal on Purchase Intention: The Moderating Role of Digital Literacy

Through a study it is assessed how configurations of menu interface impact purchasing decisions in food service The study's empirical model of purchase intention positions desire for food as an intervening variable, and digital literacy as a boundary condition for menu visual appeal. The online survey database, which included 173 respondents from Bekasi, Indonesia, was processed using PLS-SEM algorithms. Statistical estimation indicates that food desire is a strong influence on purchase intention. Individual digital literacy moderates the effect of menu visual appeal on food desire. Because the unmediated pathway linking menu visual appeal with desire for food shows no statistical significance, visual cues clearly need cognitive intervention to stimulate actual reactions. According to the findings, operators of restaurants should match interactive menu configuration to the technology capability of users as physical aesthetics won’t yield corporate benefits.