随着社会经济发展，生活工作节奏加快，越来越多的职场人士由于背井离乡、贫穷、事业受挫等原因独自漂泊在外，时常感到孤独。但从消费来看，大部分的独身人群愿意为了“排解孤独”而花费大量金钱购物。

随着我国电子商务经济的快速发展、消费者自我意识的不断觉醒，独特性消费行为逐渐发展起来。越来越多的企业开始关注消费者的独特性需求特点。本研究以独特性需求理论为基础，选取积极独处、孤僻、社交回避和孤独为自变量，创造性选择、非大众性选择、相似性回避为因变量，构建独处行为对消费者独特性需求的影响机制模型。

研究使用了236份有效数据进行结构方程模型分析，检验了研究假设，发现除了积极独处的独处行为都对独特性需求产生了显著影响，其中孤僻和孤独对独特性需求产生了促进作用，而社交回避负向影响了独特性需求。

With the development of society and economy, the pace of life and work is accelerating. More and more people in the workplace are lonely because of leaving home, poverty, and career frustration. However, from the perspective of consumption, most single people are willing to spend a lot of money to "solve loneliness".

With the rapid development of China's e-commerce economy and the continuous awakening of consumers' self-awareness, unique consumption behaviors have gradually developed. More and more companies are beginning to pay attention to the unique needs of consumers. Based on the unique needs theory, this study selects creative choices, non-popular choices, similarity avoidance, active solitude, loneliness, social avoidance, and loneliness as variables to build a mechanism model of the influence of solitude on consumers' unique needs.

The study used 236 valid data for structural equation model analysis and tested the research hypothesis and found that apart from active solitude, solitude has a significant impact on the uniqueness needs, of which loneliness and loneliness have promoted the uniqueness needs, while social Avoiding negative influences the unique needs.