고령소비자 연구의 진화와 미래: 체계적 문헌 리뷰와 내러티브 통합 접근 분석을 통한 마케팅 전략과 정책 제안

Abstract

This study aims to formulate actionable marketing strategies and policy recommendations for effectively addressing an aging society. To do this, we selected 186 domestic and international studies on older consumers based on PRISMA guidelines and analyzed them by using a systematic literature review and a narrative integration approach. The analysis revealed a clear, multi- faceted profile of older consumers' perceptions and consumption behaviors that evolved over time. Based on these findings, we provide specific implications and strategic directions for the development of marketing strategies and policy responses. The study analyzed research on older consumers from three perspectives. First, an analysis of the chronological flow of older consumer research showed that the 1990s marked the initial stage of recognizing older people as ‘consumers’ and exploring their market potential. In the 2000s, the older consumer market grew, and the concept of ‘active seniors’ emerged with the widespread use of the internet. Subsequently, in the 2010s, with the advancement of smartphones and mobile internet, research and market understanding of ‘active seniors’ deepened, and marketing strategies became more sophisticated. By the 2020s, the COVID-19 pandemic and the entry of the baby boomer generation into the older population accelerated the digital transformation of older consumers, leading to the manifestation of new consumption characteristics. Second, the study identified key themes in older consumer research. These were categorized into four areas: understanding older consumers from an information-processing perspective, marketing strategies for older consumers, the digital divide and technology adoption, and policy and economic strategies for addressing an aging society. Third, the study identified eight key characteristics of older consumers' consumption behavior: an emphasis on functionality and convenience, a focus on labels and certifications, the pursuit of social shopping experiences, brand loyalty, resistance to “elderly” labeling, self-realization- oriented consumption, an emphasis on ESG values, and the adoption of digital transformation. The results of this comprehensive review provide a foundation for a deeper understanding of the rapidly changing older consumer group in the aging era, as well as for developing refined market segmentation and targeting strategies. This study suggests that the findings can provide practical insights for developing innovative products and services that reflect the changing needs of older consumers. Ultimately, this research can serve as a key academic resource to support proactive policy formulation and strategic decision-making by governments and corporations in implementing an age-friendly society.