실버세대의 카페 이용행태와 이용동기 연구

Abstract

With the silver generation emerging as a major consumer group with economic power and purchasing power along with a growing population share, this study conducted an online survey targeting consumers in their 50s and 60s, the silver generation using cafes, to find out their cafe usage behavior and motivations. Regarding stay time by gender, women showed a tendency to stay longer than men. In terms of usage time by occupational group, the frequency of office workers was high in the early morning, lunchtime, and evening hours, and the frequency of use by housewives was high in the morning and afternoon before and after lunchtime. As a result of analyzing the cafe use motivation factors, a total of four factors were derived: emotional satisfaction, value acquisition, social relationship, and gastronomic pursuit. As a result of the usage motivation factors for cafes according to demographic characteristics, women showed higher emotional satisfaction and social relationships, while men showed higher value acquisition. In terms of occupational groups, housewives showed the highest emotional satisfaction and social relationships. As a result of analyzing cafe use motivation factors according to usage behavior, value acquisition was highest between 7 and 9 am, and emotional satisfaction was highest during the rest of the time period. In terms of emotional satisfaction, it was higher in the group staying for a relatively long time than 1 hour, and overall, the social relationship factor score was the highest compared to other factors. The results of this study are expected to be utilized as important basic data for research and marketing of the ‘silver economy’ of the foodservice industry including the cafe industry, which will be in the limelight in the future.