Bosselman Robert, Choi Hyung-Min, Lee Keum Sil, Kim Eojina, Cha Jaebin, Jeong Jin-Yi, Jo Mina, Ham Sunny
Department of Apparel, Events & Hospitality Management, College of Human Sciences, Iowa State University, Ames, IA 50011, USA.
International Center for Hospitality Research & Development, Dedman School of Hospitality, Florida State University, Tallahassee, FL 32306, USA.
Nutr Res Pract. 2020 Jun;14(3):286-297. doi: 10.4162/nrp.2020.14.3.286. Epub 2020 May 25.
BACKGROUND/OBJECTIVES: This study compared the perception of customers from Korea and the U.S. on the attributes of different formats of menu labeling The specific objectives were 1) to compare the customers' perceived usefulness, ease-of-understanding, clarity, and attractiveness of different formats of menu labeling between Korea and the U.S.; and 2) to compare the customers' use intention to different formats of menu labeling between Korea and the U.S.
SUBJECTS/METHODS: A survey was conducted in Korea and the U.S. The participants were allocated randomly to view 1 of the 7 restaurant menus that varied according to the following types of menu labeling formats: (type 1) kcal format, (type 2) traffic-light format, (type 3) percent daily intake (%DI) format, (type 4) kcal + traffic-light format, (type 5) kcal + %DI format, (type 6) traffic-light + %DI format, and (type 7) kcal + traffic-light + %DI format. A total of 279 Koreans and 347 Americans were entered in the analysis. An independent t-test and 1-way analysis of variance were performed.
Koreans rated type 4 format (kcal + traffic light) the highest for usefulness and attractiveness. In contrast, Americans rated type 7 (kcal + traffic light + %DI) the highest for usefulness, ease-of-understanding, attractiveness, and clarity. Significant differences were found in the customers' perceived attributes to menu labeling between Korea and the U.S. Americans perceived higher for all the 4 attributes of menu labeling than Koreans.
The study is unique in identifying the differences in the attributes of different formats of menu labeling between Korea and the U.S. Americans rated the most complicated type of menu labeling as the highest perception for the attributes, and showed a higher use intention of menu labeling than Koreans. This study contributes to academia and industry for practicing menu labeling in different countries using different formats.
背景/目的：本研究比较了韩国和美国顾客对不同格式菜单标签属性的认知。具体目标为：1）比较韩国和美国顾客对不同格式菜单标签的有用性、易理解性、清晰度和吸引力的认知；2）比较韩国和美国顾客对不同格式菜单标签的使用意愿。
对象/方法：在韩国和美国进行了一项调查。参与者被随机分配观看7种餐厅菜单中的1种，这些菜单根据以下菜单标签格式类型而有所不同：（类型1）千卡格式，（类型2）红绿灯格式，（类型3）每日摄入量百分比（%DI）格式，（类型4）千卡+红绿灯格式，（类型5）千卡+%DI格式，（类型6）红绿灯+%DI格式，以及（类型7）千卡+红绿灯+%DI格式。共有279名韩国人和347名美国人参与分析。进行了独立样本t检验和单因素方差分析。
韩国人认为类型4格式（千卡+红绿灯）在有用性和吸引力方面得分最高。相比之下，美国人认为类型7（千卡+红绿灯+%DI）在有用性、易理解性、吸引力和清晰度方面得分最高。韩国和美国顾客对菜单标签属性的认知存在显著差异。美国人对菜单标签的所有4个属性的认知都高于韩国人。
本研究独特之处在于识别了韩国和美国不同格式菜单标签属性的差异。美国人将最复杂的菜单标签类型评为对属性的最高认知，并且比韩国人表现出更高的菜单标签使用意愿。本研究有助于学术界和行业在不同国家采用不同格式实施菜单标签。
