본 연구는 50대 직업여성의 나이 듦에 대한 인식변화의 본질적 의미와 체험한 바를 어떻게 지각하고 받아들이는지에 대한 탐색을 목적으로 둔 다. 이를 위해 Giorgi의 현상학적 연구 방법을 적용하였고, 50~60세의 직업여성 6명을 대상으로 2024년 12월 4일부터 12월 29일까지 포커스 그룹 면담 및 개인 면담이 이루어졌다. 면담을 통해 자료를 수집하고 면 담 내용을 녹음한 것을 전사하여 분석하였다. 자료 분석 결과는 본질적 주제 4개와 구성요소 10개, 의미 단위 38개로 도출되었다. 본질적 주제 4개는 “어제의 나”, “중년의 나”, “장년(지금)의 나”, “내일의 나”이다. 구성요소 10개는 “외골진 생각”, “반갑지 않은 생각”, “나이 듦에 관한 생각”, “소통에 관한 생각”, “이해하는 삶”, “변화하는 삶”, “즐기는 삶”, “주체적인 삶”, “성숙한 삶”, “조력자의 삶”으로 도출되었다. 본 연구는 노년의 문턱에 있는 50대 직업여성의 나이 듦에 대한 인식변화에 대하여 살펴보며 중년의 삶을 이해하는 데 기초자료로 활용되어 중년에 특성을 고려한 교육 및 프로그램 개발에 도움이 되며, 맞춤형 정책으로 중장년 이 성공적인 노후를 준비할 수 있기를 기대한다.

This study aims to analyze the variations in online clothing purchasing patterns based on demographic attributes and purchasing behavior. The survey subjects comprised individuals in their 10s to 50s who had prior experience with online shopping. The survey was conducted in Gyungnam from May to June 2022. A total of 397 questionnaires were analyzed using the χ2-test statistical method. The analysis of clothing purchase type based on demographic characteristics revealed differences in terms of gender, marital status, age, monthly income, and occupation. Notably, when analyzed by demographic characteristics and clothing purchase types, monthly online purchase frequency displayed significant differences in marital status, age, and occupation. Similarly, monthly purchase amounts through online platforms exhibited significant variations based on marital status, age, monthly income, and occupation. The online fashion platforms, when examined in relation to demographic characteristics and purchase types, showed significant differences across all variables. Clothing purchases by consumers seeking individuality and differentiation exhibited significant differences in age, occupation, and purchase types. Furthermore, the reasons for choosing online platforms for clothing purchases varied significantly based on age and occupation. These findings indicate diverse purchasing behaviors on online platforms influenced by demographic characteristics. These findings can be valuable for effectively segmenting the online fashion market.

Generation X and baby boomers represent a significant group that are willing to spend. According to the American Express Open Forum (2013), baby boomers in America between the age 49 and 65 are more in favor of spending than any other consumer group. The Hyundai Research Institute (2015) stated that the market size for baby boomers will increase over 18% annually in Korea. Equally important is generation X, because this group is also reaching a high-earning stage of their lives (Luxury Daily, 2011). Further, they are predicted to take the place of baby boomers as a cash cow for marketers (American Express Open Forum, 2014).This lucrative demographic of baby boomers and generation X is a potential gold mine. Despite the fact that these groups are showing such interest in spending, brands and retailers are not giving them the same amount of attention. While more middle-aged women want to dress more youthfully, retailers and brands are not evolving their products at the same pace (USA Today, 2008). They are finding it difficult to find a solution to meet the needs of this aging but youthful group (USA Today, 2008). Brands such as Chico’s and Ann Taylor are not providing the styles that the women want, so boomers turn to younger brands such as Abercrombie & Fitch, H&M, and Forever 21 (Forbes, 2008). But the younger brands are not satiating their needs, either (Forbes, 2008). While the boomers and generation X are harnessing fashion economic control, the players in the market are lagging behind. To understand what the market must do to meet the apparel needs of baby boomers and generation X, it is pivotal to delve into how they feel about their age and how it affects the factors that influence their purchasing. According to Schiffman and Sherman (1991), aging is more of a state of mind than a physical state. Understanding older consumers through cognitive age (self-perceived age) has been done by many researchers (Sudbury & Simcock, 2009; Szmigin & Carrigan, 2012). Cognitive age indicates how older people view themselves in the context of aging. Barak and Schiffman (1981) stated that elderly respondents identified themselves as a younger age group when they were asked about their age-related feelings and actions. Equally important is understanding how cognitive age affects the physical self, which in this study, is body cathexis. Body cathexis, according to Labat and DeLong (1990), is “the evaluative dimension of body image and is defined as a positive and negative feeling towards one’s body.” While women may feel younger than they actually are, the body is inevitably aging. As Jang and Yoo (2011) reported after studying Korean women in their 40s and 50s, the correlation between cognitive ages and ideal body images were significant, and the younger they feel, the younger body images they desired. In addition, the physical self highly influences a person’s choice of clothing and how they perceive clothing in general (Kwon & Parham, 1994). When clothing is used in a positive manner, it can boost one’s self-confidence (Alexander, Connell, & Presly, 2005). It is also thought to be an extension of the physical self (Horn & Gurel, 1981). By understanding what middle-aged women seek when buying clothes, we can assume how satisfied they are about their body. Thus, the clothing benefits items and purchasing behavior of middle-aged women would most likely reflect the function of their clothing and how they perceive themselves.