노인소비자의 소비행복에 영향을 미치는 요인: 소비생활 만족도 수준에 따른 집단 차이

This study aims to explore the determinant variables of consumption of happiness in senior consumer group and develop a consumer typology based on consumption satisfaction, using “Consumer Life Indicator in Korea 2021.” Total 1,017 survey responses from 55 years or above were used for data analysis. The data were analyzed using descriptive analysis, cross-tabulation analysis, K-means cluster analysis, ANOVA, and regression analysis. The results of this study are as follows. First, from K-means cluster analysis based on the consumption satisfaction, three clusters were identified: satisfaction group, mean group, and dissatisfaction group. Second, senior consumer groups revealed significant differences in consumption condition, consumer’s responsibility and right, consumer confusion toward COVID-19 pandemic. Third, compulsive buying had a most significant influence on the consumption happiness in all senior consumer groups. Compulsive buying had a positive effect in satisfaction group and mean group, however, it had a negative effect in dissatisfaction group. Fourth, consumer’s responsibility and right, entrepreneurs’ responsibility and trust, revenge spending, and compulsive buying significantly influenced consumption in satisfaction group. Average monthly income, education, consumptioncondition, compulsive buying significantly influenced consumption in mean group. Gender, average monthly income, compulsive buying, and revenge spending significantly influenced consumption in dissatisfaction group. These results will enhance the understanding of senior consumers’ consumption satisfaction and consumption of happiness.