신중년 소비자의 외모와 여가활동, 삶의 질 인식에 관한 연구

Abstract

This study investigated the effect of appearance on the leisure and quality of life of Korean new senior consumers. First, new senior consumers" perception of appearance involvement, appearance satisfaction, leisure activity, leisure satisfaction, leisure specific quality of life, quality of life and their demographics was confirmed. Then affecting factors on overall quality of life were identified. Second, the structural model for overall quality of life was identified. Finally, new seniors" perceptions on appearance, leisure, and quality of life were compared by their demographics. An online survey method was used to obtain data from consumers in their 50s and 60s who participated in leisure activities. The results were as follows. First, overall quality of life was affected by the appearance satisfaction, one factor of the leisure satisfaction, and the leisure specific quality of life in addition to some demographics such as age, income, property. Second, appearance satisfaction had an effect on all the four leisure satisfaction factors, which affected the leisure specific quality of life, and then the overall quality of life in turn. The appearance satisfaction also showed a direct impact on overall quality of life. Finally, new seniors" perceptions on appearance, leisure, and quality of life differed by their demographics like gender, income, property and occupations. The findings implied that new seniors" satisfactions on appearance and leisure would be an important element to enhance their quality of life.