ScholarWorks@숙명여자대학교

초록

An online survey was conducted from July 26 to July 31, 2024, targeting 300 adult consumers aged 54 years and above residing in Seoul and the metropolitan area who had experience purchasing silver food products, and utilized 300 valid responses for the analysis. Using a multinomial logit model, the study classified the purchasing characteristics of silver food into ethical, experiential, and innovative types, and analyzed the factors influencing these characteristics, including lifestyle, consumption values, food consumption behaviors, and demographic variables. The ethical purchasing characteristics were influenced by convenience-seeking (—), safety-experience value (—), and the frequency of monthly food purchases (+). The experiential purchasing characteristics were influenced by the pursuit of a healthy society (—), trend-seeking (—), convenience-seeking (—), safety-experience value (+), and monthly per capita food expenditure (—). The innovative purchasing characteristics were influenced by the pursuit of a healthy society (+), convenience-seeking (+), brand value (+), and household type (single-person household) (—). Gender, age, education level, and occupation did not significantly affect the purchasing characteristics. The silver generation exhibited a complex purchasing tendency that values health, well-being, sustainability, and new experiences, and showed an active attitude toward online shopping and digital media usage. This study provides practical foundational data for developing differentiated products that reflect the changing consumption characteristics of the silver generation, establishing segmented marketing strategies, and formulating policy support measures that consider their multi-layered value pursuits.

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