Solitude motivation and its effect on consumption value and consumer happiness in a restaurant context

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.