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Why Not Eating Alone? The Effect of Other Consumers on Solo Dining Intention and the Mechanism

Her, Eun Sol
http://orcid.org/0000-0003-0109-7812
http://rave.ohiolink.edu/etdc/view?acc_num=osu1461160290

Abstract Details

2016, Master of Science, Ohio State University, Human Ecology: Hospitality Management.
The rapid change in contemporary social structures and demographics is attributed to the huge increase of solo consumers in the marketplace. Despite the importance of understanding solo consumption behavior, however, studies addressing the topic are hardly found in literature. This study examined the determinants of solo dining intention with respect to the other consumers in the restaurant mainly based on social identity and social impact theory, and its underlying mechanism with respect to the anticipated loneliness and the anticipated negative evaluation from others. A 2 (Group type of other diners: In-group vs. Out-group) × 2 (Crowding level: High vs. Low) between-subjects experimental design was employed. Data were collected from 248 participants at an online survey platform using a scenario-based questionnaire, and were analyzed using analyses of variance (ANOVA) and covariance (ANCOVA), multiple regression analyses, and a moderated mediation analysis in PROCESS macro. The findings revealed that the group type of other diners (i.e., mostly solo diners vs. group diners) was a major predictor of the intention to eat alone in the restaurant. The effect was further found to be moderated by the crowding level and the public self-consciousness, and mediated by the anticipated loneliness and the anticipated negative evaluation from others. Important theoretical and practical implications for researchers, marketing managers, and consumers are discussed.
Soobin Seo, PhD (Advisor)
Milos Bujisic, PhD (Committee Member)
Jay Kandampully, PhD (Committee Member)
73 p.
Behavioral Sciences; Experimental Psychology; Marketing
Solo consumer; Solo dining; Other consumers; Crowding; Loneliness; Negative evaluation from others; Social identity theory; Social impact theory; Public self-consciousness

Recommended Citations

Citations

  • Her, E. S. (2016). Why Not Eating Alone? The Effect of Other Consumers on Solo Dining Intention and the Mechanism [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1461160290

    APA Style (7th edition)

  • Her, Eun Sol. Why Not Eating Alone? The Effect of Other Consumers on Solo Dining Intention and the Mechanism. 2016. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1461160290.

    MLA Style (8th edition)

  • Her, Eun Sol. "Why Not Eating Alone? The Effect of Other Consumers on Solo Dining Intention and the Mechanism." Master's thesis, Ohio State University, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=osu1461160290

    Chicago Manual of Style (17th edition)

osu1461160290
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© 2016, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.