- Log In/Sign Up
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
The Effect of the 'Silver Consumer's Product Satisfaction and Knowledge on the Health Functional Consumer's Well-being
Kim, Yong-Man
Abstract
On 1 July 2000, as the over-65 year-old population numbered 3,371,000 and accounted for over 7.1% of Korea's total population, an aging society was revealed. The over-65 percentage climbed to 11.0% by late 2010. A truly aged society is expected soon, by 2019. This aging society requires marketing research concerning the consumer behaviour and well-being of the elderly, because the 'silver generation' is emerging as a large part of the consumer market. The purpose of this study is to empirically analyse one effect among several satisfaction factors in the consuming cycle of various health functional products on consumer's well-being and the effect of product knowledge on the relationship between product satisfaction and well-being. To achieve this purpose, we established a research model after reviewing previous studies on product satisfaction, product knowledge, and consumer's well-being. The following hypotheses were developed from the research model. Hypothesis 1: When elderly consumers' satisfaction with health functional products increases, their well-being will increase. Hypothesis 2: The effect of their satisfaction with health functional products on their well-being will be strengthened according to the level of their knowledge of the products. Those hypotheses were tested by multiple and moderated regressions to the empirical data through a questionnaire survey. As a result, Hypothesis 1 was totally adopted, and Hypothesis 2 was only partially adopted. The study has many practical implications for well-being marketing. First, in order to heighten the elderly consumer's well-being, the level of his or her satisfaction with the health functional products has to be raised in every stage: during the acquisition, preparation, use, maintenance, and disposition of the consumption cycle. Moreover, promoting positive emotional experiences while diminishing negative ones requires effort because a consumer's well-being is made up of various needs. Second, the marketing of health functional products should be invigorated in order to raise the level of elderly consumers' knowledge of them. In other words, it is important to give them an expertise in the health functional products through different channels. A statistical analysis showed, however, that their knowledge has a decisive effect on only two satisfaction stages, preparation and maintenance. Nevertheless, this merely confirmed the intuitive assumption that the knowledge of health functional products is most relevant to their preparation and maintenance. In conclusion, this study is timely because few empirical studies exist on the relationships between silver consumer behaviour and well-being marketing. It contributes to our understanding of this subject by revealing the causality between the silver consumer's satisfaction and his or her well-being in the consumption cycle and by discovering the moderating influence of knowledge in that process.
- keywords
- 실버소비자, 건강기능제품, 건강제품지식, 긍정적정서, 부정적정서
Reference
곽준식, 김영조(2006), “제품지식수준과 시기적 적합성의 상호작용 이 계절상품의 광고효과에 미치는 영향,”소비문화연구, 제9권 제3호, 23-39.
김동기, 배수현, 박종원(1993), “관여도와 제품지식이 태도와 행동 의 관계에 미치는 영향에 관한 실증적 연구,”마케팅연구, 제8권, 제2호, 1-17.
김재훈(2005), “고령화사회 도래의 마케팅적 의미,”마케팅그룹컨슈 머인사이트팀, 대홍도큐, 4-9.
박찬욱(2001), “제품지식이 적은 소비자의 원산지 정보 및 광고모 델 정보 활용전략 : 정보처리 동기와 제품유형의 조절적 역할을 중심으로,”마케팅연구, 제16권, 제2호, 49-68.
박효현, 정강옥, 곽성열(2010), “의사인간관계가 온라인쇼핑몰 충성 도에 미치는 영향: 제품지식과 조절초점의 조절효과를 중 심으로,”광고학연구 제21권 제3호, 73-101.
서모정(2008), “온라인 구전정보의 방향성이 구전효과에 미치는 영 향: 소비자 제품지식의 조절효과를 중심으로,”경희대학교 석사학위논문.
서은국, 구재선, 이동귀, 정태연, 최인철(2010), “한국인의 행복지수 와 그 의미,”한국심리학회 2010연차학술대회 논문집, 213-232.
손영석, 이진용, 채서일(1996), “제품에 대한 소비자 지식과 광고내 용이 확장상표에 대한 태도에 미치는 영향에 관한 연구,” 경영학연구, 제 25권 제3호, 1-28.
이동진(2007), 소비자웰빙마케팅, 서울: 박영사.
이동진 역(2005), Well Being Marketing(M. Joseph Sirgy), 서울: 박영사, 12-13
이병관(2009), “제품 평가에 미치는 제품의 내재적 속성과 외재적 속성의 역할: 소비자 지식의 조절 효과를 중심으로,”광고 학연구 제20권 제4호, 263-277.
이은미(2008), “원산지이미지가 브랜드동일시와 브랜드태도에 미치 는 영향: 제품유형과 제품지식의 조절효과를 중심으로,” 부경대학교 석사학위논문.
전영옥(2005), “웰빙 문화의 등장과 향후 전망,”삼성경제연구소 Issue Paper, 1-34.
진현정, 이은영(2007), “아웃도어 스포츠웨어 소비자의 레저관여와 제품지식에 따른 의류브랜드와 소재브랜드 평가,”한국의 류학회지, 제31권 제9호, pp. 1333-1341.
홍희숙 ․ 홍병숙(2008), “천연염색 의류제품에 대한 지각된 위험과 혜택: 천연염색 제품지식에 따른 차이,”한국의류학회, 한 국의류학회지 제32권 제9호 통권179호, 1343-1355.
Aiken, L. S. and West, S. G. (1991), Multiple Regression: Testing and Interpreting Interactions, Newbury Park, CA: Sage.
Alba, J. W. and Hutchinson, J. W. (1987), “Dimensions of Consumer Expertise,” Journal of Consumer Research, 13, 411-454.
Bettman, J. R. and Park, C. W. (1980), “Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis,” Journal of Consumer Research, 7, 234-248
Bradburn, N. M. (1969), The Structure of Psychological Well-being,Chicago: Aldine.
Diener, E., Smith, H. and Fujita, F. (1995), “The Personality Structure of Affect,” Journal of Personality and Social Psychology, Vol. 69, 130-141
Diener, E., Sandvik, E. and Pavot, W.(1991), “Happiness is the Frequency, not the Intensity of Positive versus Negative Affect,” In Strack, F., M. Argyle, and N. Schwarz (Eds.), Subjective Well-being: An Interdisciplinary Perspective (pp.119-139), Oxford: Pergamon Press.
Grzeskowiak, S., Sirgy, M. J., Lee, D. and Claiborne, C. B. (2006), “Housing Well Being: Developing and Validating a Measure,” Social Indicators Research, 79(3). 503-541
Johnson, E. J. and Russo, J. E. (1984), “Product Familiarity and Learning New Information,” Journal of Consumer Research, 11(1), 542-550.
Lee, D. J. and Sirgy, M. J. (2003), “Developing a Measure of Consumer Well Being in Relation to Personal Transportation,” Yonsei Business Review, 40(1), 72-101.
Maheswaran, D. and Sternthal, B. (1990), “The Effects of Knowledge, Motivation, and Type of Message on Ad Processing and Product Judgments,” Journal of Consumer Research, 17, 66-73.
Punj, G. N. and Staelin, R. (1983), “A Model of Consumer Information Search Behavior for New Automobiles,” Journal of Consumer Research, 9, 366-380
Rao, A. R. and Monroe, K. B. (1988), “The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations,” Journal of Consumer Research, 15, 253-264.
Sirgy, M. J., Grzeskowiak, S. and Lee, D. J. (2006), “Developing Product Specific Measure of Consumer Well Being(CWB) Guided by the Concept of the Consumer Product Life Cycle,” Working Paper
Sujan, M.(1985), “Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer. Judgments,” Journal of Consumer Research, 12, 31-46.
Tsai, J. L., Knutson, B. and Fung, H. H. (2006), “Cultural Variation in Affect Valuation,” Journal of Personality and Social Psychology, 90, 288-307.
Watson, D., Clark, L. A. and Tellegen, A. (1988), “Development and Validation of Brief Measures of Positive and Negative Affect: The PANAS Scales,” Journal of Personality and Social Psychology, 54, 1063-1070.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations