ScholarWorks@숙명여자대학교

초록

This study empirically analyzes the impact of sleep quality, stress, eating habits, and social support on the willingness to pay a premium price through subjective well-being and financial well-being, focusing on the Grand generation, which constitutes a significant portion of the premium product market. The study divided respondents into four groups based on birth years (1970-1974, 1965-1969, 1960-1964, 1955-1959) and collected data from 1,000 individuals through an online survey. The analysis results show that both subjective well-being and financial well-being have a significant positive effect on willingness to pay a premium price. Sleep quality and social support significantly positively influence subjective well-being and financial well-being, while eating habits have a significant negative impact on both. In contrast, stress does not significantly affect subjective well-being or financial well-being. Additionally, the age group comparison reveals that the group born between 1955-1959 exhibits higher levels of willingness to pay a premium price, financial well-being, sleep quality, eating habits, and social support compared to the group born between 1970-1974. Conversely, the group born between 1970-1974 shows higher stress levels compared to the other age groups, while the groups born between 1955-1959, 1960-1964, and 1965-1969 exhibit higher levels of subjective well-being compared to the group born between 1970-1974. Based on these findings, the study suggests recognizing the Grand Generation as a blue ocean market and contributing to future marketing strategies for premium products, including group-specific product and service sales strategies.

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