Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Effect of Psychological Characteristics of Elderly Consumer on Health Functional Food Purchase Intention

노인소비자의 심리적 특성이 건강기능식품 구매의도에 미치는 영향

  • Kim, Eun-Joo (Dept. of Consumer Studies, Ewha Womans University)
  • 김은주 (이화여자대학교 소비자학)
  • Received : 2015.12.09
  • Accepted : 2016.02.20
  • Published : 2016.02.28
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Abstract

Elderly consumers of these days have economic power because of economic growth and live longer because of medical science development. Therefore, they have become very important customers to companies. However, if companies want to understand elderly consumers and induce them to spend money, empirical studies should have done first of all. So, this study examines the relationship between psychological characteristics of elderly consumers and purchase intention of health functional food. The results are: First, three psychological characteristics of elderly consumer are statistically significant to purchase intention of health functional food. 'Innovation-Achievement' and 'Elderly-Awareness' are positively significant to purchase intention of health functional food. Second, 'Trend-Convenience' and 'Elderly-Awareness' are more statistically significant to purchase intention of health functional food. Third, 'Trend-Convenience' is negatively significant to purchase intention of health functional food.

현재의 노인소비자들은 빠른 경제 성장으로 경제능력이 향상되었으며 의학의 발달로 예전 보다 오래 살게 되었다. 따라서 노인소비자들은 실무적인 측면에서 기업들에게 주요한 고객이 되었다. 하지만 그들을 이해하고 소비를 유도하려면 먼저 학계에서 실증적인 연구가 이루어져야 한다. 따라서 본 논문에서는 노인소비자의 심리적 특성과 건강기능식품 구매의도와의 관계를 실증적으로 분석하고자 한다. 연구과정에서 파악된 주요내용은 다음과 같다. 첫째, 노인소비자의 심리적 특성 모두 건강기능식품 구매의도에 통계적으로 매우 유의했다. '편리트렌드형', '노인인지형'은 양(+)의 방향으로 건강기능식품 구매의도에 영향을 많이 미쳤다. 둘째, '편리트렌드형'과 '노인인지형'은 '혁신성취형'보다 좀 더 건강기능식품 구매의도에 좀 더 영향을 미치는 것으로 나타났다. 셋째, '혁신성취형'은 건강기능식품 구매의도에 통계적으로 매우 유의하게 음(-)의 방향으로 유의하였다.

Keywords

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