Why do people eat alone? An international comparison

Abstract

PurposeThe solitary consumption market has grown in the hospitality industry. However, research on the behavior of solitary consumers and differences between solitary consumers of different nationalities is rare. The relationships between solo dining motivations and customer satisfaction were investigated for consumers in Taiwan and the United States.Design/methodology/approachA survey was conducted among Taiwanese and American consumers; 628 valid questionnaires were retrieved. Structural equation modeling was performed to test the hypotheses.FindingsSignificant differences were observed between Taiwanese and American consumer motivations. Higher solo dining motivation was positively associated with customer satisfaction; in particular, “escape and relaxation” and “enjoyment” were both positively associated with customer satisfaction. American consumers had a stronger relationship between motivation for social interaction and customer satisfaction.Research limitations/implicationsOnly solo diners in Taiwan and the United States were investigated. The results might not be generalizable to solo diners in other regions.Originality/valueThe study's findings on the associations between solo dining motivations and consumption experience contribute to food consumption research. Furthermore, the results enable an understanding of differences in the motivations and behaviors of solitary consumers in different countries.