대학생의 외로움과 소비자행복과의 관계에서 공동체의식과 관계적 소비의 매개효과

Abstract

Consumer happiness is the ultimate goal pursued by consumers, and it is important to understand the variables related to it. This study analyzed the mediating effects of sense of community and relational consumption to study the relationship between loneliness and consumer happiness. For the study, 288 university students were randomly sampled and an online survey was conducted from May 4 to May 31, 2023. For data analysis, serial mediation analysis was performed using Hayes' SPSS Process Macro (version 3.5.2) model 6, and Bootstrapping was performed to verify the significance of indirect effects. The results of the analysis are as follows: First, in the relationship between loneliness and consumer happiness among students, the sequential mediating effect of sense of community and relational consumption was statistically significant. Second, it was found that the level of loneliness of students seeking financial support has a negative effect on relational consumption, and relational consumption has a positive effect on consumer happiness. Third, when seeking psycho-emotional support, loneliness has a positive effect on a sense of community, a sense of community has a positive effect on relational consumption, and relational consumption has a positive effect on consumer happiness.