擴增實境、多媒體與小遊戲在數位菜單上的應用及其對餐廳再訪意願之影響

Abstract

本研究探討數位菜單中整合擴增實境 (Augmented Reality, AR)、多媒體與小遊戲應用對餐廳再訪意願的影響，旨在揭示數位技術如何優化顧客的用餐體驗與消費行為。COVID-19疫情期間，全球餐飲業受限於封城政策與社交距離規定，營收大幅下降，迫使業者迅速進行數位轉型。在疫情的推動下，餐飲業逐漸將數位科技融入經營模式，藉由科技創新來提升競爭力。例如，服務機器人、無接觸支付、QR碼數位菜單及行動點餐系統等數位工具在業界被廣泛應用。這些技術不僅降低了人力需求，還改善了服務效率及顧客體驗，成為餐飲業經營的核心策略之一。與此同時，工業4.0的發展為餐飲業提供了更多數位轉型的機會，透過物聯網 (IoT)、人工智慧 (AI)、大數據分析及雲端運算等技術的整合，業者得以優化內部營運流程，進一步提升顧客體驗，創造更具競爭力的商業模式，數位菜單因其高互動性與資訊傳遞效率，成為數位轉型的重要工具，具有即時更新菜品資訊與改善點餐體驗的功能。研究選定臺北市大安區布查花園法式料理餐廳作為場域，針對其午餐套餐開發了一款創新數位菜單，包含360度3D餐點展示、製作過程短影片、中英文版本食譜及互動小遊戲等功能。透過隨機分配方式，參與者被引導使用數位菜單或傳統紙本菜單，並根據問卷回收數據進行比較與分析。問卷調查期間共收集652份有效樣本，數據分析採用偏最小平方法 (Partial Least Squares Structural Equation Modeling, PLS-SEM)。研究結果顯示，數位菜單在互動感、知覺資訊性與感知視覺真實性等構面表現優於傳統紙本菜單，並對品質不確定性的減少與消費者的享樂感產生正面影響。3D模型與多媒體展示讓消費者對菜品的外觀與細節有更準確的認識，降低了消費者在點餐過程中的疑慮。這些提升最終轉化為對餐廳再訪意願的顯著提升，顯示數位菜單在促進顧客忠誠度方面的潛力。然而，研究樣本集中於臺北地區午餐時段，參與者以中高年齡層為主，未涵蓋多元用餐情境，且數位菜單的使用可能受到技術限制影響。未來研究建議擴展至其他地區、年齡層與場景，並結合更先進技術，減少使用上的痛點。總結而言，本研究提出一套結合擴增實境與多媒體技術的創新數位菜單模型，成功驗證其在提升顧客體驗與再訪意願方面的價值，為餐飲業數位轉型提供實務參考，也為學術界探索數位科技應用於餐飲消費行為奠定基礎。

This study explores how integrating Augmented Reality (AR), multimedia, and mini-games in digital menus influences customers' revisit intentions in restaurants, aiming to understand how digital technologies can enhance dining experiences and consumer behavior. During the COVID-19 pandemic, the restaurant industry faced revenue declines due to lockdowns and social distancing measures, which accelerated the adoption of digital tools like service robots, contactless payments, QR code menus, and mobile ordering systems. These innovations reduced labor demand, improved service efficiency, and enhanced customer experiences, becoming core strategies for restaurant operations. The rise of Industry 4.0, with technologies such as IoT, AI, big data, and cloud computing, further facilitated digital transformation, offering more opportunities to optimize internal operations and create competitive business models. With its high interactivity and efficient information delivery, digital menus have become essential in this transformation, providing features like real-time updates and improved ordering experiences.For this study, a restaurant named L’escargots French Cuisine, located in Taipei’s Da’an District, was chosen as the field experiment site. A digital menu was developed specifically for its lunch set menu, incorporating functions such as 360-degree 3D dish displays, short videos of the cooking process, recipes in both Chinese and English, and an interactive mini-game. Participants were randomly assigned to use either the digital menu or the traditional paper menu, and data were compared and analyzed based on questionnaire responses. A total of 652 valid samples werecollected, and the data analysis employed the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The results indicate that the digital menu outperforms traditional paper menus in terms of interactivity, perceived informativeness, and perceived visual authenticity. It also positively influences the reduction of uncertainty regarding dish quality and enhances consumers’ sense of enjoyment. The 3D images and multimedia presentations give diners a more accurate understanding of the dishes’ appearance and details, reducing any concerns during the ordering process. These improvements ultimately translate into a significant increase in intentions to revisit the restaurant, demonstrating the potential of digital menus to boost customer loyalty.However, the study samples were concentrated on lunchtime in the Taipei area, with participants primarily from middle-aged and older demographics, and did not cover diverse dining situations. Moreover, the use of digital menus may be subject to technical limitations. Future research is recommended to expand to other regions, age groups, and scenarios and to incorporate more advanced technologies to mitigate usage challenges. In conclusion, this study proposes an innovative digital menu model that integrates AR and multimedia technology, successfully validating its effectiveness in enhancing customer experience and revisit intentions. The study also provides practical implications for the restaurant industry’s digital transformation and lays the foundation for the academic exploration of digital technology applications in restaurant consumer behavior.