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A Study of Measurement Development of Solo Diners’ Motives

김민지 1 Lee Seungwoo 1

1상명대학교

Excellent Accredited

ABSTRACT

There has not been much previous research related to solo diners. For that reason, the purpose of this study was to develop variables related to solo diners' motives. To help understand solo dining, domestic and overseas research was reviewed. Then, solo diners were divided into a voluntary group and a passive group, and active consumers' psychology was focused upon. An on-line survey was conducted from September 20 to October 20, 2017, on people who were over 20 years old and who had dined alone, with 255 usable questionnaires. From 118 solo diners’ motivations, 26 variables were deleted that were thought to be passive. Finally, 19 variables for voluntary solo diners' motives emerged from secondary and third Delphi analysis. This study suggests the first attempt to develop a measurement scale for solo diners’ motivations. Also, it is practical in helping understand the motives of solo diners so that appropriate marketing can be undertaken.

Citation status

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