소비활동이 소비생활 행복에 미치는 영향 : 세대별 기업의 책임 신뢰와 소비여건 신뢰의 조절효과

This study analyzes the impact of consumption activities on consumer life happiness, focusing on the moderating roles of trust in corporate responsibility and trust in consumption conditions. It empirically examines how these trust factors influence the relationship between consumption and happiness while considering generational differences. To conduct the analysis, the study utilizes the 2023 Consumer Life Index data from the Korea Consumer Agency and explores interaction effects among key variables. The results indicate that consumption activities positively affect consumer life happiness. Trust in corporate responsibility and trust in consumption conditions moderate the relationship between consumption activities and consumer life happiness, with the combined influence of both factors further enhancing consumers’ subjective well-being. Additionally, a generational analysis reveals that the effects of trust factors are relatively limited among younger generations but more pronounced among older adults, particularly concerning trust in consumption environments and corporate responsibility. This study highlights the significance of trust factors in understanding the relationship between consumption and happiness, emphasizing the need for a trust-based consumption environment and the development of generation-specific policies. The findings provide a theoretical foundation for improving consumer welfare while offering practical implications for strengthening corporate social responsibility and establishing a stable digital consumption environment. These efforts are expected to enhance consumer happiness and contribute to building a sustainable consumption ecosystem.