A Study on the Value of Appearance and Consumption Behavior Related to Appearance Management according to the Lifestyle Type of the Elderly Generation

Abstract

The purpose of this study was to identify the differences in values, appearance-oriented values, and appearance management consumption behavior according to lifestyle types of elderly people aged 60 years or older. A survey was conducted in July and August 2022 targeting seniors aged 60 or older, and finally 537 questionnaires were used for analysis. Frequency analysis, factor analysis, reliability analysis, cluster analysis, T-test, and One-way ANOVA were applied using IBM SPSS Statistics version 24.0. First, the lifestyle of the elderly using VALS was divided into 7 sub-factors: pursuit of leadership, pursuit of fashion, pursuit of challenges, pursuit of practicality, pursuit of stimulation, pursuit of knowledge, and pursuit of stability. As a result of cluster analysis with 7 subfactors, 5 lifestyle types were derived: Achievement type, Effort type, Universal type, Struggle type, and Realization type. Second, the female elderly had more medical care consumption behavior, skin/hair care consumption behavior, and clothing consumption behavior than the male elderly. It turned out to be a lot done. In addition, the medical management consumption behavior of the elderly aged 60 to 64 years was higher than that of the aged 70 years and older, and the highly educated people with a college degree or higher showed higher appearanceism, clothing consumption behavior and body shape management consumption behavior more. Elderly people who responded 'good' for their health status had more skin and hair care consumption behaviors, clothing consumption behaviors, and body shape management consumption behaviors than those who responded 'bad'. The elderly who answered 'good' in their economic status had more medical appearance management behavior, skin/hair care consumption behavior, clothing consumption behavior, and body shape management consumption behavior than the elderly who responded 'bad'. Elderly people who responded 'good' in their family relationship had more clothing consumption behavior than those who responded 'bad'. Third, the realization type and universal type of medical management consumption behavior were higher than the striving type and effort type. higher than his brother. In addition, clothing consumption behavior was higher in realization type, achievement type, and universal type than in effort type and struggle type. Finally, consumption behavior for body shape management was higher in realization type, achievement *본 논문은 배정순(2023)의 '노인세대의 라이프스타일 유형에 따른 가치관, 외모중시 가치관 및 외모관리 소비행동'의 일부를 수정보완하였음.