Consumption in solitude had been stigmatized as social ineptitude and perceived negatively. Due to the demographic changes and lifestyle choices, more consumers started to engage in solitary consumption. However, there is a paucity of research on how solo consumers evaluate services. This study examines whether solitude motivation (voluntary vs. involuntary) has any effect on value perception of solo consumers. Based on self-determination theory, the study examines whether voluntary or involuntary solitude affects consumers’ perceptions of utilitarian, hedonic, and conspicuous value, which subsequently influence consumer happiness. The data were collected from 538 Korean consumers aged 20 and above and were analyzed with SPSS and AMOS. The finding shows that voluntary (self-determined) solitude is positively related to perceptions of utilitarian and hedonic consumption value and negatively related to perception of conspicuous consumption value. The study also finds that hedonic consumption value is the dominant predictor of consumer happiness. The findings underscore the importance of understanding the nuanced effects of different consumption values on consumer Happiness. This research sheds light on the complex dynamics of solitary consumption, offering insights for businesses targeting solitary consumers.

中文翻译：

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餐厅情境下的孤独动机及其对消费价值和消费者幸福感的影响


独处消费被污名化为社会无能，并被负面看待。由于人口结构的变化和生活方式的选择，更多的消费者开始进行单独消费。然而，关于独立消费者如何评价服务的研究很少。本研究考察了孤独动机（自愿与非自愿）是否对独立消费者的价值感知有任何影响。基于自我决定理论，该研究考察了自愿或非自愿的孤独是否会影响消费者对功利、享乐和显现价值的认知，从而影响消费者的幸福感。数据是从 538 名 20 岁及以上的韩国消费者那里收集的，并使用 SPSS 和 AMOS 进行分析。研究结果表明，自愿（自我决定）的孤独与对功利主义和享乐消费价值的感知呈正相关，与对显眼的消费价值的感知呈负相关。该研究还发现，享乐消费价值是消费者幸福感的主要预测指标。研究结果强调了了解不同消费价值观对消费者幸福感的细微影响的重要性。这项研究揭示了单独消费的复杂动态，为针对单独消费者的企业提供了见解。