Table 4. American customers' perception of the attributes of different formats of menu labeling (n = 347).
| Attributes | Menu labeling format1) | F | P | Duncan test | |
|---|---|---|---|---|---|
| Usefulness | Type 1 | 2.99 ± 1.14 | 3.717 | 0.001** | 1 < 3,6,5 < 4,2,7 |
| Type 2 | 3.54 ± 1.02 | ||||
| Type 3 | 3.06 ± 0.99 | ||||
| Type 4 | 3.47 ± 1.07 | ||||
| Type 5 | 3.19 ± 1.03 | ||||
| Type 6 | 3.15 ± 1.18 | ||||
| Type 7 | 3.86 ± 0.92 | ||||
| Easy-of-understanding | Type 1 | 3.56 ± 1.11 | 7.148 | 0.000*** | 3 < 6,5 < 1,4 < 2,7 |
| Type 2 | 4.01 ± 1.00 | ||||
| Type 3 | 3.01 ± 0.97 | ||||
| Type 4 | 3.78 ± 1.10 | ||||
| Type 5 | 3.33 ± 1.18 | ||||
| Type 6 | 3.31 ± 1.13 | ||||
| Type 7 | 4.18 ± 0.72 | ||||
| Attractiveness | Type 1 | 3.70 ± 0.88 | 5.542 | 0.000*** | 3,6,5 < 4,1,2 < 7 |
| Type 2 | 3.82 ± 1.04 | ||||
| Type 3 | 3.03 ± 1.01 | ||||
| Type 4 | 3.67 ± 1.07 | ||||
| Type 5 | 3.31 ± 1.25 | ||||
| Type 6 | 3.22 ± 1.13 | ||||
| Type 7 | 4.05 ± 0.68 | ||||
| Clarity | Type 1 | 3.91 ± 0.87 | 8.559 | 0.000*** | 3 < 6,5 < 2,4 < 1,7 |
| Type 2 | 3.65 ± 1.01 | ||||
| Type 3 | 2.73 ± 1.03 | ||||
| Type 4 | 3.74 ± 1.12 | ||||
| Type 5 | 3.42 ± 1.12 | ||||
| Type 6 | 3.13 ± 1.08 | ||||
| Type 7 | 4.02 ± 0.71 | ||||
Data are shown as mean ± SD.
1)5-point Likert scale (1 = strongly disagree, 5 = strongly agree).
**P < 0.01, ***P < 0.001.