신세대 특성과 라이프 스타일 연구 - Z세대를 중심으로 - = A Study on the Characteristics of New Generation with Life Style - Focus on Generation Z -

다국어 초록 (Multilingual Abstract)

The United Nations Population Fund estimates that the world`s population will reach up to 7.5 billion by 2018. In particular, the global population of teenagers and youths(10 to 24 years) is expected to exceed 1.8 billion, leading to major consumer changes in future industries. As a result, the new generation, which has undergone dramatic development of IT technology, overseas experience, and active protection of parents, has started to play an active role as a consumer, and its weight is gradually increasing. Although the name and classification of the new generation may differ somewhat from one generation to the next, the aim is to study consumer industries in the global industry and culture as a whole by studying the characteristics of each generation and lifestyle of the `X generations` and the `Y generations`, who were active in the 90s, along with the `Z generations` and the `α(alpha) generations`, who were the mainstream of the 2000s. In particular, if we look briefly at the characteristics of the Z generation, which is the center of consumer culture around the world. First, the Z generation is a generation exposed to the digital environment since childhood along with the IT boom in the early 2000s. Not only are they sensitive to new technologies, but they also use them for consumption activities. Second, the Z generation is personal, independent, and has a different consumption pattern from previous generations, placing economic value first. Third, the Z generation is superior to the generation of instantaneous concentration, and the brain is capable of digesting more information in a shorter period of time, and is good at problems requiring recognition. Fourth, Z generation is considered to be the most biased generation with a new era in which race, gender, religion, socio-economic status and ethnicity are intertwined and identity becomes increasingly blurred. Therefore, if understanding the characteristics of Z generation and various marketing strategies and merchandise planning according to it, it will be helpful to revitalize industry in the overall social culture. Therefore, if the characteristics of Z generation are to be understood and various marketing strategies and product planning are to be decided according to it, it will be helpful for revitalizing industry in the overall social culture. However, although the report and article data about the Z generation consumption characteristics are diverse, the professional research and analysis are still insufficient. Especially, in order to grasp the desire for consumption of rapidly changing new generations through various researches and continuous characterization related to the Z generation that will become the subject of future consumption, this research is to be a cornerstone for the development of the cultural industry since the basic data for establishing a practical and effective marketing strategy to reflect this needs are lacking.

참고문헌 (Reference)

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