Exploring New Ways of Eating Behavior: the Dining Trajectories of the Solo Diners and Social Diners(ll)

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基本資料

Project title

Code/計畫編號

MOST108-2410-H019-026-MY2

Translated Name/計畫中文名

探索新生活飲食方式：獨食者與社交共食者的用餐歷程(2/2)

Project Coordinator/計畫主持人

Richard Ching-Yu Chang

Funding Organization/主管機關

National Science and Technology Council

Department/Unit

Bachelor Degree Program in Ocean Tourism Management

Website

https://www.grb.gov.tw/search/planDetail?id=13322566

Year

2020

Start date/計畫起

01-08-2020

Expected Completion/計畫迄

31-07-2021

Bugetid/研究經費

660千元

ResearchField/研究領域

管理科學

"探索新生活飲食方式：獨食者與社交共食者的用餐歷程近幾年來，由於社會結構的變化，加上網路的發達，傳統消費習慣逐漸轉變，因而產生了許多新的生活方式，甚至創造了新的經濟商機。因應逐漸發展的新生活方式，餐飲市場也發展出兩種新的生活飲食方式：獨食(solo dining)與社交共食 (social dining)。而餐飲市場也開始出現單身友善餐廳，以及線上平台媒合許多社交共食活動。可以預見的是獨食與社交共食將會是未來主要的生活飲食方式，然現今文獻針對此領域的相關研究卻付之闕如。爰此，本研究希望從需求面分別瞭解獨食者與社交共食者的用餐歷程，以及從供給面討論餐飲業者如何看待此兩種新生活飲食方式並如何在實體設施上滿足其需求。本研究主要研究目的為調查獨食者與社交共食者的用餐歷程，包含其用餐動機、用餐經驗內容、以及評估用餐經驗屬因，同時瞭解供給面之餐飲業者，面對日漸興起的單身市場，是否願意創造獨自用餐之友善環境以及審視線下舉辦的實體社區或社團共食活動以及線上平台業者所媒合的私廚共食經驗。另外，本研究也將比較獨食者與社交共食者的用餐歷程異同之處，希冀能從中討論獨食者是否會走向社交共食活動，以證實飲食之社會功能。本計畫研究方法主要分為兩大部分：第一部分為深度訪談法以探討獨食者的用餐經驗歷程，另一部份則是以焦點團體訪談方式從社交共食者的角度瞭解其用餐歷程。另外，本研究也將以參與觀察方式，分別觀察獨食者在餐廳的用餐情形，以及社交共食者的社交互動情形。相信本研究結果能填補過去文獻之不足，並對餐飲消費行為與餐飲行銷，做出實質之貢獻同時提供餐飲業者實務建議，創造一個滿足獨自用餐者與社交共食者需求的舒適用餐環境。""Exploring new ways of eating behavior: the dining trajectories of the solo diners and social diners In recent years, changes in household structure and the rapid development in new technology and social media have led to many new lifestyles and new economic opportunities. In response to this trend, two new eating behaviors have been developed in the restaurant market: solo dining and social dining. In fact, there is a growing number of single-friendly restaurants as well as online platforms providing opportunities for people to participate in social dining activities. Despite the significant development of solo dining and social dining, yet, previous literature has not paid enough attention to this emerging trend. Therefore, this study aims to explore the dining trajectories of both solo dining and social dining from the demand-side perspective, which includes motivational factors for dining out, the nature of the dining experience, and attributes in evaluating the dining experience. On the other hand, this study will investigate how restaurateurs perceived these two emerging market segments and create a dining environment to satisfy customers’ needs and wants. In addition, this study will also compare the similarities and differences between solo diners’ and social diners’ behaviors. This research will conduct in-depth interviews with solo diners and focus group interviews with social diners to explore their dining trajectories. Additionally, participant observation will be employed to observe both types of diners’ dining experiences and the way they interact with others. It is believed that this study will provide a more holistic knowledge of the dining trajectories for the solo and social dining markets and makes a substantial contribution to the restaurant literature. Finally, the findings of this study will offer practical insights for restaurateurs to capitalize on the various aspects of dining experience in order to create a desirable dining environment that meets the needs of solo diners and social diners."

Keyword(s)

獨食者
社交共食
用餐動機
用餐經驗
評估用餐經驗屬因
solo diners
social diners
dining out motivations
dining experience
evaluation attributes

DSpace CRIS

Exploring New Ways of Eating Behavior: the Dining Trajectories of the Solo Diners and Social Diners(ll)

基本資料

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