A Study on Online Fashion Shopping Behavior of Active Senior Consumers : Comparison by Gender and Age

This study targeted active senior consumers in their 50s and 60s to determine differences in their online purchasing behavior, online shopping orientation, and online shopping risk perception. An online survey was conducted with a total of 300 active senior consumers. After dividing active seniors into four groups according to gender and age (male/50s, female/50s, male/60s, and female/60s), this study examined their online shopping behavior. Group shopping practices varied in online purchase frequency, online clothing purchase items, monthly online clothing purchase total expenditures, and preferred online shopping mall types. Next, these differences were evaluated. For all four test group, trend-seeking shopping orientation and hedonic shopping orientation were confirmed by the results. Lastly, this study assessed six types of online shopping risk perceptions and identified variations between the groups in their responses to product uncertainty risk and information exposure risk. The significance of these results demonstrates how the examination of online shopping behavior by segmenting active senior consumers provides fashion companies with a strategic basis for the segmented, active senior consumer base.