시니어 소비자의 온라인쇼핑 추구 혜택 및 의복구매 동기에 자기효능감이 미치는 영향에 관한 연구

Abstract

This study examines the effect of senior consumers’ self-efficacy on perceived online shopping benefits and their motivation to purchase clothing. Data collection was conducted over 14 days, from May 16 to May 29, 2024, using an online survey. A total of 610 individuals aged 50 to 79 were selected through a survey agency. The findings were as follows: First, an analysis of the effect of senior consumers’ self-efficacy on online shopping benefits revealed that the “informational” benefit of online shopping was influenced by both self-efficacy in online shopping activities and self-effi- cacy in using digital devices. The “pleasure” benefit was affected by self-efficacy in online shopping activities, while the “practical” benefit was influence by both self-efficacy in online shopping activities and self-efficacy in utilizing digital devices. These results suggest that senior consumers with high self-efficacy in online shopping activities and digital device usage recognize information search, enjoyment, and practicality as key benefits of online shopping. Second, changes in senior consumers’ self-efficacy indicate increased confidence in adopting technology for using digital devices such as the Internet and smartphones, as well as a growing emphasis on acquiring new knowledge and information