통합적 관점에서 본 노인소비자 행동 = 외출복 구매의사결정과정의 특수성

다국어 초록 (Multilingual Abstract)

The elderly population is increasing in Korea. Unfortunatly, little research has been done on elderly consumer behaviors during purchase decision making. In this paper several hypotheses were developed pertaining to the characteristics of behaviors by old people in each stage of purchase decision making based on the literature in gerontology and marketing. Then, they were tested under the context of aged consumers` purchase decision for apparel. Results indicated that (1) elderly consumers behaved quite differently from younger consumers in many stages of purchase decision making and (2) there also existed different segments of elderly consumers which behaved differently from one another. Implications of these findings and future research direction are discussed.