베이비붐세대, X세대, Y세대 소비자들의 소비관련 가치관과 라이프스타일의 비교

다국어 초록 (Multilingual Abstract)

  The purpose of this study is to empirically compare and analyze the important factors of consumption-related values and lifestyles of Korean baby boomers, Generation X, and Generation Y. The respondents of this study were consumers in Pusan, Ulsan, and nearby Kyungnam areas, and 365 survey questionnaires were used for the final analyses. The main results of the study were as follows: First, in the area of consumption-related values, baby boomers were more family-oriented than the other two generations. Generation Y allowed more diversity, and had more self-respect, self-fulfillment, sense of accomplishment, warm relationships with others, fun and enjoyment in life, and excitement than the other two generations. Generation X showed intermediate tendencies between baby boomers and Generation Y in most areas of consumption-related values. Second, in the area of consumption-related lifestyles, while baby boomers showed more frugal consumption behavior, planned consumption, and emphasis on time saving than the other two generations, Generation Y showed more emphasis on computers and internet in daily lives, enjoyment of shopping itself, and sensory/hedonic consumption patterns than the other two generations. Generation X showed intermediate tendencies between baby boomers and Generation Y in most areas of consumption-related lifestyles.

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