고령소비자의 디지털 활용 유형에 관한 분석: 퍼지집합이론의 적용

This study analyzes the types of digital use by elder consumers. For empirical analysis, 4 theoretical types are derived and fuzzy set theory is applied. Since the fuzzy set theory calculates the ‘degree’ belonging to each type, it shows how much an object belongs to each type in various aspects. In this study, data were acquired through a survey of 1,300 elderly consumers. These data were analyzed by Fs/QCA. According to the analysis, many elderly consumers who use the Internet belong to the cautious type, but a little belong to the skillful type. On the other hand, most of the elderly consumers using kiosks belonged to the cautious type. What is common in the use of the Internet and kiosks is that the degree of belonging to the skillful type in financial transactions of elderly consumers is higher than in other consumption fields. In addition, there was no significant difference in the overall digital use type according to gender or educational background, but there was a difference according to educational background in Internet use. These results give implications for the direction of digital utilization-related policies targeting elderly consumers. It also shows that different approaches are needed for each digital device, consumption sector, and type of digital use.