This research not only determined the preference of fashion brand distribution channels of active Korean and Chinese seniors who became major consumers in the fashion industry, but also analyzed the effect on these preferences and choices of distribution channels depending on personal consumption characteristics and differences between the two groups. Data was collected by a professional survey firm. SPSS 24.0 and AMOS 24.0 were used for empirical analysis, and frequency analysis, multiple response analysis, EFA, reliability analysis, CFA, SEM, and multiple-group comparison analysis were performed. As a result of multiple response analysis, the offline channel was revealed as the preferred fashion distribution channel for active Korean and Chinese seniors; the second most popular was the online channel. The results of multiple-group comparison analysis reveal differences between two groups in seeking emotional consumption via the offline channel; the effect was only evident for active Korean seniors. A difference in seeking emotional consumption via preference for online channel also existed, but only for active Chinese seniors. For these reasons, marketers targeting active Korean seniors will be effective to not only offer brand information by fashion display to let seniors understand the fashion brand, but also to have brand events to form positive emotions toward the fashion brand. Moreover, targeting active Chinese seniors will be necessary to transmit brand sensibility by utilizing metaverse marketing comprising various factors, so that consumers can enjoy the fashion brand.

This study was conducted to investigate the effect of relationship and service marketing on the brand interest and behaviors among Korean and Chinese active senior consumers and whether this effect differed between the two groups. A survey was conducted by having participants complete questionnaires administered by a research firm. For empirical analysis, frequency, EFA, CFA, SEM, the metric invariance test, and multiple-group comparison analysis were performed. The analysis results revealed that relationship marketing positively affected both brand interest and consumer behavior. Although service marketing positively affected brand interest, it did not have a significant effect on consumer behavior. In other words, brand interest positively affected consumer behavior through relationship and service marketing. Multiple-group comparison analysis demonstrated that no difference existed between Korean and Chinese active consumers in terms of how relationship marketing affected their brand interest, but a difference existed in how it affected their behavior. Service marketing had a greater influence on Chinese active senior consumers’ brand interest than on Korean active senior consumers. However no difference existed between the two groups with respect to how service marketing affected their behaviors. Finally, brand interest had a positive effect only on Korean active senior consumers’ behavior through relationship and service marketing, but not on Chinese active senior consumers. In conclusion, relationship and service marketing should be used to enhance the brand interest among Korean active senior consumers, and business activities should be planned by building relationships with Chinese active senior consumers to affect their behavior.

The purpose of this study was to analyze existence of active senior and their sodium intake using the 7th Korea National Health and Nutrition Survey. The samples used for this study were 1,336 males and 1,857 females older than age 45. We used the K-means cluster analysis to distinguish the elderly and one-way analysis of variance (ANOVA) to compare the means statistically among the groups. The analysis confirmed the existence of active seniors and showed different characteristics from other clusters. Also, the sodium intake in active seniors varies with other clusters depending on gender, economic status, social participation and health. In conclusion to reduce the unnecessary social cost of health deterioration of the elderly caused by aging, it is desirable to implement a class-specific policy based on the results of this study.

The aim of this study is to identify the value structure of active seniors for noodles. Noodles are the secondly most preferred and familiar food in Korea, followed by rice. And noodles also have a variety of tastes/flavors and even a variety of ceremonial characteristics. The necessity of offering proper food to seniors has recently increasing because Korea becoming an aged society. This study conducted 1:1 in-depth interviews with 30 active senior participants using the soft laddering technique, which is based on the means-end chain theory. The Implication Matrix and HVM were derived from performing content analysis. The active seniors mainly consider the ‘taste’, expecting to obtain the ‘satisfying taste’, and pursuing the ‘family affair’, ‘pleasure’, and ‘self-satisfaction’. The results of this study indicated that the taste is the most important attribute and the active seniors consider their family as well as the pleasure and satisfaction of their own. Male seniors mainly pursue the ‘pleasure’ and ‘self-satisfaction’ by satisfying their taste through considering ‘taste’ and ‘familiarity’. But female seniors mainly pursue the ‘family affair’ by ‘satisfying taste’ through considering ‘taste’. These results can be used as a basic data for developing noodle products for the elderly. This study will also contribute to the development of special care food and product concepts for the silver generation.

Introduction 5 working days a week and wellness trends, that allows more consumers to actively enjoy outdoor activities, has led to a rapid growth in the outdoor clothing market. Buyers of outdoor clothing perceive them as causal and functional clothes that they can wear comfortably in daily life as well as for outdoor activities such as hiking and fishing (Park et al., 2002). There is an increased interest in outdoor activities by seniors who engage in various hobbies for health. Active seniors are energetic retirees who actively enjoy their retirement. They have emerged as a new consumer group in the inactive culture market (such as travel and the performing arts) due to their enjoyment of activities (such as language study, computer education, cosmetic/beauty treatments and sports) that is different from previous generations of older people (Korean Economic glossary, 2014). The most striking characteristic of active seniors is their generous investment in self-development based on secure assets and retirement income. Many studies have been done on senior citizens based on age that have examined body types (Ahn, 2003; Kim, 1995; Lee & Kim, 2007) and original clothing forms (Lee, 2003; Nam & Choi, 2002; Moon, 2008). However, these studies did not fully reflect the needs of active seniors interested in clothing. Additionally, most studies were conducted on female seniors with few studies on male seniors. It is necessary to accept and understand changes in the body types and physical functions of seniors body types and physical functions that accompany age and changing aesthetic sense with styles that are differentiated from existing elderly groups in regards to clothing for active seniors. A study on older men's body classification (Kim & Lee, 2003) indicated that the characteristics of older men's body types were not fully considered because a clothing sizing system was not separately established for older people. Most outdoor clothing companies produced patterns for a young generation. This study was conducted on the outdoor jacket wearing pattern of active male seniors. The results of this study can be used to design outdoor jackets that are produced at a reasonable price with a wearable function useful for outdoor activities and daily life.