• 유통과학연구
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• 제12권3호
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• pp.55-63
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• 2014

Purpose - This study aims to examine differences in donation behavior as surrogates of prosocial consumption behavior among three generation types. Further, it attempts to examine the moderator roles that affect donation behavior influenced by the difference in generations. Research design, data, and methodology - This study used the statistical ANOVA technique to examine generational difference. Surveys were structured differently by ages, as 20th, 30th, 40th, 50th, 60th, and 70th to classify generations into each group. A survey to measure the psychological distance was performed to identify whether the respondents intended to donate to a domestic or overseas target. Results - First, subjective judgment of psychological distance has no effect on objective donation behavior. Second, though the result of the relationship with moral identity is not statistically significant, it provides evidence that a higher moral identity level possesses more donation behavior. Further, groups with higher symbolization tend to donate more than the others. This was especially evident among the young and baby boomer generation. Conclusion - This empirical study suggests that marketers need to differentiate the market segment of the baby-boomer generation with high purchasing power of prosocial consumption.

• 마케팅과학연구
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• 제20권1호
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• pp.35-48
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• 2010

今天, 受到成熟零售市场挑战的时装市场需要新的 "品牌发展" 典范来提高他们的竞争优势. 时装市场的一个重要议题是为满足消费者由于生活方式的变化而产生的特别需求所进行的生活方式品牌扩张. 时装品牌扩张到生活方式产品类别, Y世代和婴儿潮可以说是新兴的 "前景"(婴儿潮的消费者正在改变他们的生活方式. Y世代正经历着他们生命阶段的变化). 他们有购买新产品的需求. 因此, 服装公司为品牌扩张注重消费群从而在新的产品类别中建立和管理他们的品牌资产是乐观的. 本文的研究目的是(a)评估母品牌和子品牌的品牌资产. (b)鉴定消费者对品牌扩张的感知营销因素. (c)评估两个选择的群体(Y世代和婴儿潮)的营销因素和扩张到生活方式的产品类别(包括家居时尚产品)品牌的品牌资产之间因果关系的结构方程模型. 关于理论框架, 本文关注传统的营销4P组合来鉴定哪个营销因素在品牌扩张资产方面更重要. 比较营销可以建立 "品牌扩张资产", 从而成功的进入新类别. 借鉴相关的文献, 通过关注选择的消费者(Y世代, 婴儿潮), 本研究发展的研究假设结合了品牌资产因子和营销因素. 在品牌扩张至生活方式产品的背景下, 品牌资产的构念包括品牌认知/联合, 品牌感知(例如感知质量, 情感价值)和从CBBE因子(Keller, 2001)中而来的品牌共鸣. 据推测, 通过品牌扩张至生活方式产品, 市场营销要素在品牌认知/联合, 品牌感知方面创建品牌扩张资产, 进而影响品牌的共鸣. 为了收集数据, 样本由韩国Y世代的女性消费者和在婴儿潮中出生的消费者. 这些在婴儿潮中出生的消费者由于生活周期的改变而对生活方式产品有较高的需求. 在韩国Y世代(n=326)和婴儿潮(n=325)的女性消费者中共有651份有用的问卷被使用. 我们用LISREL8.8测试了使用相关矩阵的结构和测量模型. 结果显示品牌扩张的感知营销因素包括三个因子: 价格/店铺形象, 产品和广告. 在Y世代的模型中, 价格/店铺形象对品牌资产因素有积极的影响(例如品牌认知/联合, 感知质量). 同时, 在品牌扩张中产品对情感价值有积极的影响. 品牌认知/联合有可能提高感知质量和情感价值, 从而对扩张至生活方式产积极的品牌产生品牌共鸣. 在婴儿潮消费者模型中, 价格/店铺形象对感知质量有积极的影响, 感知质量可以创造品牌扩张的品牌共鸣. 产品对质量感知和情感价值有正的影响, 这些都会消费者产生对扩张至生活方式产品的品牌的品牌共鸣. 但是, 在这两个群体中广告和品牌资产都是负相关. 本研究为时装营销者提供了发展成功的品牌扩张战略以及可持续的竞争优势的见解. 本研究补充和扩展了先前的有关通过营销努力的因素促使品牌扩张成功的研究. 研究结果支持为进入新的产品类别, 时装品牌扩张(Aaker and Keller, 1990; Tauber, 1998; Shine et al., 2007; Pitta and Katsanis, 1995)和营销行动的增效作用. 因此, 我们推荐营销者同时针对Y世代和婴儿潮一代通过标准化的营销推广进入新产品类别(例如家具)可以降低营销成本. 时装营销者可以(a)提供高价的产品线. (b)在韩国通过零售渠道(例如专门百货商店)强调高档特征的商店形象定位. (c)结合服装与生活方式产品包括新颖的款式和设计师的限量版. 对品牌资产,成功品牌延伸的关键是消费者的品牌认知度和品牌联合,确保新产品类别的品牌特征. 对于营销者来说, 在进入新产品类别的时候知道什么有助于更具体的联合是必要的. 对时装品牌而言, 品牌扩张的第二个关键是进入 "奢侈" 生活方式新产品类别的途径. 更高的价格或店铺形象都对质量感知有影响. 而质量感知可以引起品牌共鸣. 更重要的是, 本研究提高了对品牌扩张的理论理解并对营销者提出了在制定针对Y世代和婴儿潮一代消费者的行销项目时的方向.

• 가족자원경영과 정책
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• 제16권4호
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• pp.69-92
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• 2012

The purpose of this study is to describe and analyze the baby boomers' perception of and preparation for their successful aging. Seven women and three men were interviewed with the use of an unstructured questionnaire. Their perceptions of their likelihood of future successful aging were not negative, and were influenced by a range of considerations that included health, leisure, finance, volunteer services, family relationships, and elderly life without children's supports. They tried to prepare several kinds of sports, leisure activities, and volunteer services for their elderly life. However, their reasons for preparing these activities varied, and the background of their differences consisted of the family background, personal values, and experiences. Moreover, men and women responded differently to their personal experiences as they related to their elderly life. Women were likely to match their family relationship with their perception and preparation for successful aging, and men were not.

• 한국콘텐츠학회논문지
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• 제15권3호
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• pp.146-159
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• 2015

본 연구의 목적은 순차분석방법(Sequential analysis)을 적용하여 한국 베이비붐 세대 근로자의 최근 15년 동안의 직업이동 패턴과 유형의 특징을 탐색하는데 있다. 이러한 탐색은 한국 근로자의 후기 경력패턴을 확인함으로써 효과적인 퇴직 지원 전략을 탐색하는데 중요한 시사점을 줄 수 있을 것으로 생각된다. 특히, 본 연구에서는 근로자의 직업이동 유형과 빈도분석, 직업별 변환확률분석, 유의도검사 등을 활용하여 근로자 직업이동 간의 관계를 제시하였다. 분석을 위해 노동패널의 15년차 직업력 자료를 활용하였다. 연구결과는 다음과 같다. 첫째, 베이비붐 세대 남성 근로자는 전문가 및 준전문가의 비중에 비해 단순 기술 기능 조립직의 종사자와 농업임업 및 어업 숙련종사자의 비중이 높아지는 특성을 보였다. 둘째, 베이비붐 여성근로자의 서비스종사자, 판매종사자, 기능 종사자 및 단순노무 근로비중이 상당히 높은 특성을 보였다. 이러한 특징은 베이비붐 세대가 퇴직 후 귀농을 선택하거나, 단순노무직과 같은 낮은 일자리로의 직업이동을 하고 있음을 시사한다. 연구 결과를 토대로 다양한 형태의 전직 및 퇴직지원 서비스가 필요함을 제안하였다.

• 보건행정학회지
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• 제29권2호
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• pp.160-171
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• 2019

Background: This study purposed to compare the difference on medical utilization and health expenditure of baby boomer generation by depression between gender. Methods: Korea Welfare Panel Survey 2016, provided by the Korea Institute for Health and Social Affairs, was used for the analysis. For the research, we used the two-part model, yes or no of use (part 1), and frequency of use (part 2) for medical utilization. The dependent variables are the whether or not to use of hospitalization services, outpatient services, length of stay, outpatient service visits, and health expenditure. And the independent variables are used as the predisposing (education, spouse presence), enabling (insurance type, private insurance, economic activity, income), and need (chronic disease, self-rated health, disability) factors in the Andersen behavior model. Depression was used as intervening variables. Structural equation model and multiple group analysis by gender were used. Results: There were differences in the medical care usage and cost between men and women in baby boomer. For men, mediating effects of depression were present at the hospitalization (yes/no), length of stay, and health expenditure. On the other hand, for women, the mediating effect of depression was found only at the outpatient visits. Specially, depression was working at the medical services by the different way between gender. The size of effect (multiple group analysis) was affected by significant differences between men and women. Conclusion: This study found that the mediating effect of depression is increased medical usage and health expenditure and the effect factors are different by gender. Therefore, it is necessary to establish a medical care policy considering the socio-economic characteristics of baby boomers.

• 감성과학
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• 제22권1호
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• pp.77-88
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• 2019

본 연구는 베이비부머 세대에 대한 사회적 관심이 높아짐에 따라 감성심리 기반의 자기계발, 자아실현과 같은 삶의 질적인 측면을 고려한 베이비부머 평생교육 요구 및 평생학습 지원에 대한 상대적 중요도를 파악하여 평생교육 지원정책을 위한 시사점을 도출하고자 하였다. 베이비부머 세대를 위한 평생학습 지원의 최적 탐색을 위해 제1계층(상위기준) 2가지, 제2계층(세부기준) 6가지, 평가대안을 각각 5가지로 설정하였다. 제1계층에서는 어느 대안이 더 바람직한가의 문제인 '소망성'과 어느 대안이 더 실현가능한가의 문제인 '실현가능성'을 살펴보았고, 제2계층에서 '소망성'의 세부기준은 형평성, 대응성, 효율성으로 '실현가능성'의 세부기준은 재정적, 법 윤리적, 정치 행정적 실현가능성으로 각각 구분하여 설정하였다. 전문가 설문조사를 통해 베이비부머 정책 우선순위 분석을 실시한 결과 베이비부머 세대를 위한 평생학습 지원은 '소망성(어느 대안이 더 바람직한가)' 보다 '실현가능성(어느 대안이 더 실현가능한가)'에 더 큰 우선순위를 두고 있는 것으로 나타났다. 세부 기준 6가지 중에서는 '평생실천활동'에 대한 우선순위가 높았으며, '평생학습활동'에 대한 5개 평가대안의 상대적 중요도에서는 '직업능력교육(0.377)', '시민참여교육(0.181)' 순으로, '평생실천활동'에 대해서는 '사회관계활동(0.200)', '사회봉사활동(0.161)' 순으로 높게 인식하고 있는 것으로 나타났다. 연구 결과는 평생교육 요구를 구체화, 세분화하고, 상대적 중요도를 파악하여, 본격적인 노년기 진입을 앞둔 베이비 부머 세대 평생학습 정책을 위한 기초자료 마련에 도움을 주었다는 점에서 의의가 있다.

• 한국보건간호학회지
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• 제30권1호
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• pp.17-29
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• 2016

Purpose: The purpose of this study is to measure psychological well-being and to examine the associated factors in male baby boomers using Korean Working Conditions Survey Data 2011. Methods: This study was based on the 3rd Korean Working Conditions Survey Data 2011, which was conducted from June to November 2011 by the Occupational Safety and Health Research Institute. The total number of subjects was 3,340 male employees, who were born from 1955 to 1963 and responded to the question regarding occupational stress. Chi-square and multiple logistic regression were used for data analysis using the SAS ver 9.3 program. Results: Approximately 54.5% of the male babyboomer employees did not have psychological well-being. Factors associated with psychological well-being were weekend-shift and occupational stress including job insecurity, organizational system, and lack of reward. Night-shift and long working hours influenced psychological well-being, but the difference was not statistically significant. Conclusion: This study is a meaningful attempt to measure psychological well-being and perform an analysis of associated factors in male baby boomer employees using nationwide survey data. We suggest a complex institutional supplement in terms of national and employers to increase the psychological well-being of baby boomers.

• 디지털융복합연구
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• 제19권5호
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• pp.117-126
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• 2021

베이비 부머의 은퇴가 사회적인 이슈가 되고 있다. 이에 본 연구에서는 베이비 부머들이 은퇴이후 재취업하고자하는 의도에 미치는 영향 요인을 분석하고자 했다. 연구를 위해 확장된 계획 행동이론(extended TPB)을 연구 모형으로 설정하였다. 본 연구에 활용된 확장된 계획 행동이론의 독립변수는 태도, 주관적 규범, 지각된 행동 통제 변인에 결과기대와 경제적 준비도를 추가하였다. 종속변수는 재취업 의도로 설정하였다. 이들 간의 조절변수로 개인 특성을 설정하였다. 실증 분석을 위해 베이비 부머 250명을 대상으로 설문조사를 실시하였다. 설문 결과를 바탕으로 SPSS24 통계 패키지를 활용하여 회귀분석을 통해 가설을 검정하였다. 연구 결과는 다음과 같다. 태도, 지각된 행동 통제, 결과기대는 베이버 부머의 재취업 의도에 정(+)의 유의한 영향을 미쳤다. 반면, 경제적 준비도는 부(-)의 유의한 영향을 미쳤다. 주관적 규범은 유의한 영향 관계가 검정되지 않았다. 유의한 변인중 경제적 준비도가 가장 큰 영향을 미치는 것으로 나타났다. 한편, 개인 특성의 조절효과를 분석한 결과 친화력과 성실성 모두 태도와 재취업 의도, 결과기대와 재취업 의도간 조절역할을 하는 것으로 나타났다. 이러한 연구 결과를 바탕으로 베이버 부머의 재취업과 관련하여 학술적인 시사점 및 실무적인 시사점을 제시하였다.

• KIEAE Journal
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• 제10권5호
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• pp.101-108
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• 2010

It is estimated that the elderly will constitute 24.3% of the entire Korean population in 2030, when about 7,125,000 baby boomers reach retirement age. Therefore, this aging phenomenon might be the most urgent issue facing Korean society. The baby boom generation shows a strong tendency to dispose of existing residences or move into new housing after retirement, thereby exerting enormous impacts on social and economic sectors as well as the housing market. Against this backdrop, this study aims to identify both factors and patterns behind baby boomer retirees' post-retirement housing transfer trends. To this end, a survey is undertaken here with respect to those baby boomers living in Gangnam-gu and Seocho-gu with actual housing transfer plans in the foreseeable future, and who can act as a practical consumer group for the future housing market. This study verifies baby boomers' diverse preferences for housing type. Their preference for apartment houses still remains high in every situation, and this has significant implications for changed preferences of other housing types considering that most of the survey respondents currently reside in apartment houses. According to the survey, there are more than 80 kinds of baby boomers' housing transfer patterns, which demonstrates that more than half of the survey respondents pursue different housing mobility plans. When it comes to the factors behind their housing selection, the baby boom generation shows a strong preference for physical factors. However, environmental and psychological factors gain more momentum under unfavorable circumstances, while social factors play a decisive role in their housing selection in categories such as 'couple/deteriorating health' and 'single/healthy'.

• 한국주거학회:학술대회논문집
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• 한국주거학회 2011년도 춘계학술발표대회 논문집
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• pp.290-295
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• 2011

The purpose of this paper was to study on the attitudes about Reverse-Mortgage among Baby Boomers to offer the basis for revitalization of Reverse-Mortgage. Social survey research using a questionnaire was conducted among the babyboomer's living in Seoul area from September $30^{th}$ to October $14^{th}$. The data from 102 respondents were analyzed using SPSS PASW 18.0. The main findings were as followings 1) although 64% of the respondents prefered to type which could withdraw temporary cash, but main factor that affected the use was a stability in one's old age 2) 72% of respondents thought adequate age for application was over 66. So lowering the qualification of age looked not need for revitalization 3) babyboomer's said that they would use reverse-mortgage if they couldn't get benefit from other pension inspite of getting lower recognition on house inheritance. It was be cause they regarded Reverse-Mortgage as a final step. In conclusion, current qualification and limit for withdraw looks adequate but it need public relations about its merit unlike other pension. And it has to emphasize its stability so that baby boomer can feel easy from holding a mortgage on their house.