earticle

영어

In order to analyze the relationship between the consumption tendency, selection attribute, and consumption behavior intention of the new silver generation who purchase sports goods, this study was conducted on 302 people. Data processing was analyzed through SPSS 21.0, frequency analysis, confirmatory factor analysis, reliability analysis, and correlation analysis were conducted, and structural spinning analysis was conducted. The results of the study are as follows. First, it was confirmed that the effect of the New Silver Generation's consumption propensity on the selection attribute was rejected, and the aesthetic, other, and self-expression propensity had a positive effect. Second, it was confirmed that the relationship between the selection attribute and the future small flight behavior had a positive effect. Third, it was confirmed that consumption propensity and future small-flight consent were rejected, and that utility, others, and self-expression propensity had a positive effect. Fourth, it was revealed that the consumption tendency of the new silver generation influenced the consent of future small flights through the selection attribute, which has a partial mediating effect. It was revealed that this has a partial mediating effect. Accordingly, companies that sell sports goods believe that there is a need to increase the consent of future small flights by grasping what product consumption propensity the New Silver generation values.

한국어

본 연구는 스포츠용품을 구매하는 뉴실버세대의 소비성향과 선택속성 및 소비행동의도의 관계를 분석하기 위해 뉴실버세대를 302명 대상으로 연구를 진행하였다. 자료처리는 SPSS와 AMOS를 통해 빈도분석과 확인적 요인분석 및 신뢰도, 상관관계, 구조방적식을 실시하였다. 연구결과 첫째, 뉴실버세대의 소비성향이 선택속성에 미치는 영향은 효용 적 소비성향은 기각되었고 심미적, 타인적, 자기표현 성향은 정적 영향을 미치는 것을 확인하였다. 둘째, 선택속성과 미래 소비행동의도의 관계에서는 정적 영향을 미미치는 것을 확인하였다. 셋째, 소비성향과 미래소비행동의도는 심미적 소비 성향은 기각 되었고, 효용적 , 타인, 자기표현 성향은 정적 영향을 미치는 것을 확인하였다. 넷째, 뉴실버세대의 소비성향이 선택속성을 통하여 미래소비행동의도에 영향을 주었으며, 이는 부분적인 효과가 있음을 밝혔다. 따라서 스포츠용품 기업 은 실버세대의 소비 트렌드를 파악하여 이를 예측하고, 이용한다면 시장성을 높일 수 있을 것으로 판단된다.