The impacts of electronic versus waiter ordering on consumer's healthy food choice

Abstract

With the advancement of technology and the widespread of coronavirus disease 2019 pandemic, catering operators have favored electronic ordering due to its convenience and safety. However, little research has examined whether the change from traditional waiter ordering to electronic device ordering would affect consumers' healthy eating. Based on previous research of self‐control, this article explores whether ordering by electronic device or waiter prompts healthier food choices. Through four experimental studies conducted in China, our findings demonstrated that whether ordering by electronic device or waiter is also one determinant of healthy eating. Compared to waiter ordering, consumers would make healthier food choices through electronic ordering, because it relives the time pressure brought on by the interpersonal waiter interaction. Whereas electronic ordering may be effective only if there is no waiting line or only for consumers who have a relatively low degree of trait self‐control. The findings advance the understanding of determinants of healthy eating, as well as enrich the literature that explores the difference between human and electronic service.

The effects of a dividing line in a product assortment on perceived quantity, willingness to buy, and choice satisfaction

“…On the one hand, it is self‐evident that a small set of product options is less likely to satisfy consumers' various needs and tastes than a large one (Hoch et al, 1999; Kahn, 1998). On the other hand, consumers might feel that they have not dedicated enough time to the choice task if choosing from a small choice set than from a large one and apply the lay theory that “a quick choice is a bad choice” when evaluating the chosen option (Hahn et al, 1992; Wu et al, 2022). As a consequence, they might feel less satisfied with the option they choose from a small (vs. large) choice set, and featuring the low quantity with the use of a dividing line might decrease their post‐choice satisfaction, as manifested by more choice regret and greater switching behavior (Antón et al, 2007; Cooke et al, 2001).…”

The length of brand names influences the expectation of healthiness in foods and preference for healthy foods

“…Consumers count on branding elements for food expectations and purchase decisions (Chandon, 2013). Branding attributes (e.g., brand names, brand logos, brand personality) provide a rich source of information, and expectations and help consumers reduce the risks associated with food choices (e.g., Keller, 2003; Qian et al, 2023; Shimp & DeLozier, 1986; Wu et al, 2022). Research suggests that specific brand elements can influence consumers' perceptions and preferences for the brand/product (e.g., Ilicic & Brennan, 2023; Techawachirakul et al, 2022, 2023; Zou et al, 2023).…”