• The Journal of Information Systems
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• v.23 no.4
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• pp.49-74
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• 2014

The introduction of smartphone caused the most revolutionary change in the domestic telecommunications market after the digital revolution. However, due to the saturation of the local market, it is expected to post negative growth in 2016 and the sales of national communication carriers is in stasis. Thus, the smartphone industry is starting to shift its marketing efforts to secure the silver generation who still has room for increase in the rate of smartphone usage. As the silver generation has physical limitations and differences in needs, the marketing strategy based on the smartphone utilization is not appropriate. This study suggests the new silver generation, who has high income level and similar characteristics to the younger generation, as the new customer segment for smartphone. We analyze the effects of the major variables of UTAUT on smartphone use, as well as examine how these relationships differ between the new silver and the net generation. We verified the hypotheses using a survey with 309 smartphone users. The research findings supported the hypotheses regarding the effects of performance expectancy, effort expectancy and facilitating conditions on smartphone use, but did not support the hypothesis on the effect of social influence. The result of the group comparisons showed that both generation have similar characteristics on innovativeness and cognitive absorption, but the moderating effect of age on performance expectancy, effort expectancy and use is stronger in conjunction with the new silver generation. The study results are expected to be used in establishing a marketing strategy for the new silver generation.

• The Research Journal of the Costume Culture
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• v.20 no.5
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• pp.725-735
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• 2012

This study investigated the demand for functional clothing that compensates for the physical deformation of women due to aging. For this, the degree of perception of physical deformation at the new silver generation was examined. The demand for functional clothing that corrects body shape and posture according to differences in age and degree of perception was analyzed. Study participants(n=138) were women who ranged from 55 to 65 in age. Perception of physical deformation was investigated in the categories of deformation of body posture, cognition of joint pain, and deformation of body shape. Analysis results showed that cognition of joint pain was the largest of the three elements of body deformation, and each element had a high correlation between each other. Perception for degree of body deformation for women in their 50's and 60's was similar. These results show that changes in posture or body shape occur severely from the late 50's, and this appears as joint pain. The group with a high perception of posture deformation showed an especially high demand for functional clothing that corrects body shape and posture. The group with a high perception of body shape deformation had high demand for functional clothing that corrects body shape by lifting the hips and the breasts, and making the abdomen and waist slimmer. The results of this study show that women of the new silver generation are attuned to deformations in body shape and posture as well as joint pain beginning in their mid-fifties. There is a need to develop functional clothing to correct posture and body shape for the new silver generation women.