| Summary: | 碩士 === 輔仁大學 === 織品服裝學系碩士班 === 103 === The female later baby boomers in Taiwan all turn 50 in 2015, resulting in a new generation of elderly women. Therefore, in the coming decade, it will influence extensive aged population’s consumption as well as problem of the elderly. It stands as a novel and vital issue which should be looked into promptly.
The objective of this study is to comprehend the new generation of elderly women’s change in their consumption effected by physiology, psychology and technology during aging process. This study firstly concludes three features of the group and adopts study method as in-depth interviews in order to explore the relation among the use of social network, gerotranscendence, and elderly generation’s clothing consumption.
The study shows that the later female baby boomers (i) have seven features and the new lifestyle “equally emphasizing family and self.” And (ii) the clothing consumption has been extended to other kinds of clothing besides women's apparel. Moreover, (iii) there exists influence of the use of social network and of the impression on gerotranscendence to the style, quantity, and price in clothing consumption. And there are (iv) three strengths, three antipathies, and three expectations in their clothing consumption. The conclusion is that the new generation (i) is fond of using social network and absorbs marketing information and (ii) there exists discrepancy between their demand for clothing and existing products. The suggestions are: clothing industry and stores (i) should value the features of new elderly females, product problem, and three main demands for service. In addition, they should (ii) develop new marketing patterns in order to gain business opportunities. With three changes, they creatively transform not only the store but the marketing pattern by using social network and thus expand their e-commerce, providing elderly consumers with better service.
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