그랜드 제너레이션의 소비자 특성이 프리미엄 가격 지불의도에 미치는 영향에 관한 연구

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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