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The Generational Concept, Range, and Characteristics of Korean Consumer: Review of Generational Research in Consumer Studies
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소비자학 분야에서의 세대의 개념, 범주 및 특성에 관한 연구

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Type
Academic journal
Author
Kwon Jeong-yun (서울대학교 소비자학과 박사과정 수료) Kim Rando (서울대학교)
Journal
Korean Society Of Consumer Studies 소비자학연구 소비자학연구 제30권 제5호 KCI Accredited Journals
Published
2019.1
Pages
77 - 99 (23page)

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The Generational Concept, Range, and Characteristics of Korean Consumer: Review of Generational Research in Consumer Studies
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Abstract· Keywords

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The generation is one of the most important topics of all ages. Although many studies in consumer research have been dealt with generations, there has been no agreement on the concept, ranges, or characteristics of consumer generations. To discuss generation as a principal research subject in consumer studies, it is necessary to fing out the following points. First, what is the concept of generation in the field of consumer studies? Second, how many generation groups are there and what names do they have? Finally, what are the consumer characteristics that each generation has? To answer the research questions, this study aimed to review the generational studies conducted in the field of consumer studies over the past 20 years. The 24 generational studies were selected from four major journals. The main findings show that, first, in the consumer studies field, the concept of generation is mainly used as ‘generation as a cohort’, but ‘generation as a life-cycle’ are also used. The conceptual confusion leads to interpretation of the research results in that the cohort effect and the age effect are not distinguished. Second, frequently used generational names are the Baby- boom generation, the X generation, and the young generation. In case of Generation X and the young generation, the boundary of generation group can be subdivided through more research. Third, the analysis of generational consumer values, lifestyle, and financial states reveal that life-cycle effects have strong influence on financial characteristics and cohort effects are emphasized in values and lifestyle aspect. Research in various topics seems to be affected by period effects indirectly. These findings are expected to be the basis of generational studies for the further research, as well as a comprehensive overview of the generational studies conducted in the field of consumer studies.
#세대연구 #세대개념 #세대명칭 #세대범주 #세대특성 #소비자 세대

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강이주 / 2000 / 신세대 생활양식의 동태적 변화-최근 3년간의 자료를 중심으로 / 소비문화연구 3(2):1~27 google schola 고명지 / 2017 / 청년 세대 음식소비문화에 관한 연구 / 소비문화연구 20(2):49~78 dbpia 구혜경 / 2016 / 50세 이상 장년층 세대 유형별 주거선호 연구 - 베이비부머의 미래 주택 요구를 중심으로 - / 소비자학연구 27(2):57~84 dbpia 권미화 / 1994 / 미혼신세대소비자의 여가선호에 관한 연구 : 여가활동과 여가시설을 중심으로 google schola 김기환 / 2009 / 디지털세대의 특성과 가치관에 관한 연구 / 정보화정책 16(2):140~162 google schola

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