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. © 2022 Wiley Periodicals LLC.