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A Study on the Meaning of Korean Female Babyboomers’ Malling Behavior

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In the past, such a malling culture is the exclusive possession of a young generation, but according to recent survey results, the ratio of malling experience of the consumers belonging to the cohort of a baby boom generation, or over is also on the rising trend. Accordingly, this study regarded the baby-boomer consumers’ malling as experiential consumption, and intended to look into what characteristics of experiential consumption they experienced. In addition, this study aims at conducting in-depth interviews targeting six babyboomer female consumers to identify how they experience malling and what significance malling has to them. As a result of the study the babyboomer female consumers are found to consider complex shopping malls as the third place, to feel satisfied through the experience to constantly communicate and be connected with the society and the young generation, and to enjoy psychological stability and rest in complex shopping malls where they can have most diverse and fun experiences within a limited period of time.
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Keywords: Baby Boom Consumer; Babyboomer; Elderly Consumers; Experiential Consumption; Malling

Document Type: Research Article

Affiliations: Division of Consumer Studies, Ewha Womans University, 52, Ewhayeodae-gil, Seodaemun-gu, Seoul, 03760, Korea

Publication date: November 1, 2016

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