Abstract
The purpose of this study is to analyze the mediating effect of relational consumption and the mediating effect of controlled loneliness in the relationship between university students' sense of community and consumer happiness in condition of COVID-19. An online survey was conducted from May 4~31, 2023, and 288 copies were analyzed using the SPSS 25.0 program and Haves' SPSS Process Macro. The results of the study are as follows: First, it was found that only the relational consumption of factor 1, factor 3, and factor 4 had a mediating effect affecting consumer happiness. Second, the moderating effect of loneliness in the relationship between sense of community and relational consumption was significantly different depending on the level of loneliness in factor 2. Third, the mediating effect controlled by loneliness was significant only for factor 2.
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