A comprehensive conceptual model of single-serve wine consumption behavior in restaurants

Single-serve wine by-the-glass (WBG) restaurant menu options remain an untapped opportunity that will benefit from a more holistic approach to hospitality management research. Our study therefore develops a theory-based motivational process model to contribute to extant hospitality management theory. This model depicts the intricate interplay of the core motivations that shape consumers’ perceptions and behavior towards WBG in the restaurant domain. Following scale validation and structural equation modelling analysis of 411 restaurant consumers’ responses, we determine how the core consumer behavioral psychology-based constructs of product involvement, risk perception, and information processing, affect consumers’ WBG consumption behavior in a restaurant setting. Our findings show how different product involvement types influence consumer behavior within a WBG purchase context. We provide new evidence suggesting a nuanced relationship between risk factors and information seeking. Our exploratory moderation analysis indicates that relationships within our theoretically derived model can be influenced by the presence of sub-groups, such as gender.