• 한국노년학
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• 제36권3호
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• pp.711-726
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• 2016

본 연구는 베이비부머 외식소비자가 온라인을 활용한 외식정보를 탐색 시 1)군집에 따른 인구통계학적 특성의 차이 2)군집별 온라인 채널 선택유형의 차이를 분석하고자 하는데 목적이 있다. 본 연구에서는 최근 3개월 내 온라인 채널을 활용해 외식정보를 탐색한 수도권지역에 거주하는 베이비부머 외식소비자 총 280명을 대상으로 2016년 4월15일부터 4월 30일까지 조사하였다. 실증분석을 위해 빈도분석, 요인분석, 군집분석과 교차분석을 실시하였다. 요인분석결과 온라인 활용속성은 3개의 요인, 정보 유용성 몰입, 온라인 주도활동과 습관이 도출되었다. 요인분석을 바탕으로 베이비부머 소비자를 군집분석 하였다. 4개의 군집으로 온라인 적극활용형, 습관형, 온라인 주도 활동형과 소극활용형으로 세분화되었다. 군집별 인구통계학적 특성은 성별과 월평균소득에 유의미한 차이를 나타냈다. 개인형 온라인 채널에서 4개의 군집 모두 개인블로그, 페이스북, 트위터 순으로 선택하였다. 기업형 온라인 채널에서는 온라인 적극활용형과 습관형은 외식업체 공식홈페이지. 공식블로그, 공식페이스북, 공식트위터 순으로 선택하였다. 온라인 주도 활동형과 소극활용형은 외식업체 공식홈페이지. 공식블로그, 공식트위터, 공식페이스북 순으로 선택하였다. 또한 시사점과 향후도 논의하였다.

• 한국프랜차이즈경영연구
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• 제11권1호
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• pp.31-44
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• 2020

Purpose: The baby boomers and the millennials, who make up the largest share of the market, are showing the gap in their differentiated cultural styles. The purpose of this study is to study the consumption propensity and purchasing determinants of the baby boomers generation and the millennials generation, which have become a very important key pillar in shaping the market based on the cultural dimension model theory of h(=>H)opstead, and to identify the difference Research design, data, and methodology: In order to verify the research hypotheses, The data was collected from the baby boomers and the millennials using online questionnaires. The pre-test was conducted from October 10 to 12, 2019, and the main survey was conducted from October 15 to 25. A total of 230 copies were recalled, and the final 219 copies were used for the final analysis. Results: The consumption propensity between the baby boomers and the millennials differed in resource saving purchase propensity and impulse buying propensity. The baby boomers showed higher resource saving purchase propensity than the millennials, while the millennials showed higher impulse buying propensity. There was a difference in the determinants to purchasing only in the evaluation factor. Results of gender differences by generation, baby boomers differed in their planned purchase propensity, and women were higher. The millennials generation differed in resource saving purchase propensity and awareness propensity for others, all higher in men. In determinants to purchasing, the baby boomers did not differ in gender, and the millennials did differ in product factors. A canonical correlations analysis of the relationship between the baby boomers and the millennials showed a significant relationship between consumption propensity and determinants to purchasing. Also, the baby boomer generation has the biggest link between impulse buying propensity and evaluation factor. The millennials generation showed the biggest link between resource saving purchase and product factors. Conclusions: This study compared consumption propensity and determinants to purchasing of baby boomers and millennials on the basis of Hopstead's cultural dimension model theory to identify differences between generations, presenting practical and theoretical implications for establishing a correct understanding and specific marketing strategy among generation.

• 유통과학연구
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• 제11권1호
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• pp.55-63
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• 2013

Purpose - As the members of the baby boomer generation have retired in earnest, the start-up market has received more attention than ever before. According to recent statistical data, an increasing number of entrepreneurs are in their fifties. There has been a continuous increase in promotional materials on small business issues published by start-ups. This means that senior start-ups have increased in number. A number of support systems have been established for youth start-ups, but there are few government support policies in place for the senior start-up market. Thus, this study suggests a number of constructive alternatives from the perspective of government policy and marketing strategy for entrepreneurs, in order to generate competitiveness in the start-up process, through examining the current state of the senior start-up and by diagnosing extant problems. Research design, data, methodology - This study gives a number of options regarding the government's support policies and the securing of competitiveness in order to vitalize senior business start-ups. As for the government's support policies, funding support policy, publicizing business start-up policies, and operating systematic mentoring policies before retirement have all been covered. In particular, in order for senior business start-ups to become competitive, development through mutual relations with diverse policies is urgently needed. The aging population is becoming an issue in Korea, so businesses for the aged, and the creation of jobs for these people, will become a social issue. Senior business start-ups are playing an important role in expanding enterprise productivity, in addition to enhancing national competitiveness. Expanding senior business start-ups is important, because they also serve to expand the national infrastructure. Productivity increase through continuous expansion is thus recommended. Results - In order to expand the competitiveness of business start-ups, marketing-related observations and learning in regard to customers are necessary for the baby boomer generation, and competitiveness for seniors is urgently needed. Conclusions - Studies on the business start-up policies for the domestic baby boomer generation are almost non-existent, and systematic studies on small businesses are necessary. Only the government is providing statistical studies for small businesses, and such research remains at a general level for entrepreneurs. Therefore, a support system that can actually assist entrepreneurs is essential. Continuous business start-up studies with respect to the baby boomers should be vitalized, to invigorate studies on competition. In order to supplement and strengthen foundational support, senior business start-ups must develop various competitive capabilities with a focus on the customer. The government and the various stakeholder agencies and organizations involved with start-up businesses must find ways to offer support to founders. Such support should include access to knowledge and legal and consultancy services in order to incubate the rapid increase in start-ups founded by seniors. Government support projects should be expanded to meet this end.

• 한국패션뷰티학회지
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• 제5권2호
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• pp.23-30
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• 2007

As elderly population has been increasing, our society has to be prepared the social system. Especially female elderly increasing means that market will change and business model should also change. Every women want to be beautiful and looks young and as women get aged, women eager to be younger and beautiful more. The purposes of this study were to find out how was represented in cosmetic market ad and how elderly customers has been changed. In developed society, baby boomer has been increased, and their power of purchase also has been increased in cosmetic market. In our society, cosmetic market has been developing as customer's demand and whitening focused cosmetics has been increasing especially. Elderly skin need more moisture focused cosmetics and for developing the elderly cosmetic market in Korea, we need more research about korean elderly women's social psychological character and customer's character.