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KMID : 0379220200400030389
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Journal of Korea Gerontological Society
2020 Volume.40 No. 3 p.389 ~ p.411
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Analysis on Characteristics of South Korean Senior Consumers’ Needs: With Maslow's 7-Levels of Needs Hierarchy
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Ahn Ga-Young
Han Eun-Kyoung
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Abstract
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The purpose of this study was to identify the needs and characteristics of Korean senior consumers. To this end, the factors of Maslow's seven-levels of needs hierarchy were re-established and applied to suit the actual situation in Korea. For analysis, an online survey was conducted on 440 adults (50-75 years old), who are considered active seniors living in Korea, on the factors of 7-levels of needs and demographic characteristics. The study found that the 7-levels needs of Korean senior consumers were derived in a different order from Maslow's. Other diverse theoretical and practical implications were also presented.
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KEYWORD
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Senior Consumers, Needs, Consumption Needs, Maslow’s Hierarchy of Needs, Full Ranking Procedures
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