매슬로 욕구 단계 이론 기반 노인 적응성 거주 공간디자인에 관한 연구 -중국 사례를 중심으로-

주창호,최익서 한국공간디자인학회 2024 한국공간디자인학회논문집 Vol.19 No.7

(연구배경 및 목적) 노인 인구의 증가로 인해 주거 환경과 생활 공간의 노인 적응성 거주 공간 디자인에 대한 욕구가 높아지고 있다. 그래서 노인의 주거 환경 문제를 해결하는 것은 노인의 삶의 질을 개선하는 중요한 조건이다. 매슬로 욕구 단계 이론을 활용한 노인 적응성 거주 공간 디자인은 노인의 생리적, 심리적, 사회적 욕구를 더 포괄적으로 파악할 수 있다. 따라서 본 연구는 매슬로 욕구 단계 이론을 바탕으로 노인 적응성 거주 공간 디자인에 적용할 수 있는 이론적 구조를 제시하고, 노인의 주거 환경을 어떻게 최적화할 수 있을지 분석하고 노인의 삶의 질을 전반적으로 향상하는 방법을 모색하는 것을 목적으로 한다. (연구방법) 본 연구에서는 노인 적응성 거주 공간과 매슬로 욕구 단계 이론을 연구 대상으로 하여 이론적 고찰을 통해 노인 적응성 거주 공간과 매슬로 욕구 단계 이론의 개념과 특성을 도출하였다. 그리고 노인 적응성 거주 공간의 특성에 관한 이론 고찰을 바탕으로 FGI(Focus Group Interview)를 이용하여 매슬로 욕구 단계 이론과 노인 적응성 거주 공간의 특성을 검증하여 정리하였고, 사례 분석모형을 제안하여 사례 분석을 진행하였다. (결과) 분석 결과, 첫째, 안전의 욕구(4.41)가 가장 높은 점수를 받았으며, 그중 안전성(4.5) 점수가 가장 높아, 안전한 주거 공간이 노인에게 가장 중요하다는 것을 보여준다. 안전성은 안전의 욕구의 핵심 특성이다. 둘째, 생리적 욕구(4.4)에서 무장애성(4.52) 점수가 가장 높았으며, 무장애 디자인은 노인 적응성 거주 공간 디자인에서 가장 기본적인 설계 욕구이다. 쾌적성(4.43) 디자인은 신체의 노화로 인해 생활이 불편한 노인들에게 신체적 편리함과 심리적 즐거움을 제공할 수 있다. 셋째, 존중의 욕구(4.05)에서 인간화(4.05), 비밀성(4.04), 독립성(4.05) 점수 차이가 크지 않았으며, 이들은 상호 연관성이 있음을 보여준다. 개별화된 디자인을 하면서도 노인의 프라이버시와 생활 독립성을 고려하는 것이 노인의 존중 욕구를 향상하는 데 중요하다. 마지막으로 자아실현의 욕구(3.88)는 상대적으로 점수가 낮지만, 자아실현의 욕구는 노인의 정신생활에 없어서는 안 될 중요한 부분이다. (결론) 본 연구는 매슬로 욕구 단계 이론을 바탕으로 노인 적응성 거주 공간 디자인에서의 핵심 욕구를 탐구하고 이론적 구조를 제시하였다. 이러한 욕구에 맞춰 최적화 전략을 제안했으며, 안전하고 편안한 환경을 제공하여 기본 생리적 욕구를 충족시키고, 안전 보호를 강화하며, 사회적 상호작용을 촉진하고, 개인의 선택을 존중하며 프라이버시를 보호하고, 활동 참여를 장려하여 자아실현의 욕구를 충족시키는 것을 목표로 하였다. (Background and Purpose) With the increasing elderly population, there is a growing demand for elderly adaptive residential space designs in housing environments and living spaces. Solving the issues surrounding the living environment of the elderly is key to improving their quality of life. An adaptive residential space design based on Maslow's hierarchy of needs can comprehensively consider the physiological, psychological, and social needs of older adults. Therefore, this study built a theoretical framework for elderly adaptive residential space design based on Maslow's hierarchy of needs and explored how to optimize the living environments of the elderly based on this theory to comprehensively enhance their quality of life. (Method) This study targeted elderly adaptive residential spaces and Maslow's hierarchy of needs. Through theoretical reviews, the definitions and characteristics of elderly adaptive residential spaces and Maslow’s hierarchy of needs were analyzed. Based on prior research on the characteristics of elderly adaptive residential spaces, the focus group interview (FGI) method was employed to verify Maslow's hierarchy of needs in relation to the characteristics of elderly adaptive residential spaces. Using the results of this verification, an analytical model based on comprehensive analysis was proposed to examine various case studies. (Results) The comprehensive analysis showed that the need for safety received the highest score (4.41), with safety scoring the highest (4.5), indicating that a safe living space is of utmost importance to the elderly. Safety is another core security attribute. The second highest score was for physiological needs (4.4), with accessibility receiving the highest score (4.52), highlighting that barrier-free design as the most fundamental requirement in elderly adaptive residential space design. Comfort (4.43) in design can provide physical convenience and emotional pleasure to elderly individuals whose daily lives are affected by the challenges of aging. Third, in terms of the need for respect (4.05), the scores for personalization (4.05), privacy (4.04), and independence (4.05) were closely aligned, suggesting a strong interrelationship between these factors. When implementing personalized designs, it is essential to consider the privacy and independence of elderly individuals to enhance their sense of respect. Finally, the need for self-actualization (3.88) was relatively low, but it remains an essential part of the mental well-being of the elderly. (Conclusions) This study explored the core needs of elderly individuals in elderly adaptive residential space design based on Maslow's hierarchy of needs and built a theoretical framework. In response to these needs, optimization strategies were proposed, including providing safe and comfortable environments to meet basic physiological needs, enhancing safety protection, promoting social interactions, respecting personal choices, safeguarding privacy, and encouraging participation in activities to fulfill the need for self-actualization.

매슬로우의 욕구단계이론에 의거한 노인요양시설 치유환경요소의 위계에 관한 연구

정미렴(Chung, Miryum) 한국실내디자인학회 2012 한국실내디자인학회논문집 Vol.21 No.1

Healing Environment is to cure the user as a whole by considering his social, psychological aspect, beyond the functional aspect of treatment. Various design elements of healing space have been developed so far, but they were mostly described with same rank. Even though every element is significant, facilities such as nursing homes tends to run with low budget, and they can’t fulfill them all at the same time. It is important to find the sequence between design elements. The purpose of this study is to reorganize the design principles of healing environment by Maslow’s hierarchy of needs(Physiological needs, Safety needs, Love/Affilitation needs, Self-Esteem needs and Self-Actualization needs), and analyze elderly nursing homes and examine the framework itself by application. Research method was consist of literature review on healing space design elements and hierarchy of needs, reconstruction of design elements with hierarchy, and application on 5 Korean nursing home cases. As the result, Maslow’s hierarchy of needs and design elements were linked with good balance. Analysis of 5 nursing homes revealed that lower needs were short of environmental support compared to higher needs. Especially design element related to Physiological needs should be improved. Also, new framework had strength in not only providing gasps on current situation in detail, but also suggesting elements for improvement with hierarchy and sequence. Through this research healing environment design elements and human needs were linked. Nursing home is the last environment for the elderly, which should help to heal their body and mind and also support them to accomplish self-actualization.

욕구위계에 입각한 첨단 기술 기반 메타버스 운용 패러다임 연구: 영화 「Surrogates」를 중심으로

박은지 인문사회 21 2022 인문사회 21 Vol.13 No.1

욕구위계에 입각한 첨단 기술 기반 메타버스 운용 패러다임 연구:영화 「Surrogates」를 중심으로박 은 지* 요약: 인간의 욕구위계는 문명의 진보와 더불어 첨단 기술의 발전을 주도해온 강력한 동인으로, 개개인에게 국한되었던 관심과 초점을 점차 타인, 사회, 전 지구로 확장하며 인류의 발전을 견인해 왔다. 새로운 문명이자 디지털 지구로 급부상한 메타버스 역시 인간의 욕구 충족과 깊은 연관성을 지니며 발전해온 바, 본 연구는 미래 시점의 고도화된 메타버스를 묘사한 영화 「써로게이트」를 주 텍스트로 선정하여 메타버스와 욕구위계 간 상관관계를 분석하였다. 더 나아가 근거이론을 통해 욕구위계 관점에 입각한 ‘첨단 기술 기반 메타버스 운용’ 패러다임 모형을 도출함으로써, 인류와 하이테크 간 선순환적 관계성 및 공유 생태계 메커니즘을 규명하였다. 즉 자기초월성을 필두로 한 성장 욕구는 인간에게 이미 내재화된 귀중한 자산으로, 결핍 욕구 충족에 치중한 기술만능주의의 폐해에서 인류를 돌이킬 수 있도록 하는 자정 능력으로 역할 가능하다. 이러한 확신이 다시금 기술의 존재 의미와 맞닿아질 때, 인간은 비로소 전 인류에게 유익이 되는 메타버스의 운용 및 이를 통한 기술과의 공생이 가능할 것으로 기대된다. 핵심어: 욕구 위계, 첨단 기술, 메타버스 운용, 자기초월성, 「써로게이트」 □ 접수일: 2022년 1월 25일, 수정일: 2022년 2월 10일, 게재확정일: 2022년 2월 20일* 메타버스 기업 K-BIZ 최고인문학책임자(CHO_Chief Humanities Officer, Metaverse Company K-BIZ, Email: eunjiarte@gmail.com) A High Tech Based Metaverse Operation Paradigm Study Basedon the Hierarchy of Needs: Focusing on the Movie SurrogatesEunji Park Abstract: The hierarchy of human needs is a powerful driver that has led the development of advanced technology along with the progress of civilization by gradually expanding the interests and focus limited to individuals to others, society, and the whole world. Since the metaverse, which has rapidly emerged as a new civilization and digital earth, has also developed in deep connection with the satisfaction of human needs, this study analyzed the correlation between the metaverse and the hierarchy of needs by selecting the movie Sorrugates, which depicts the advanced metaverse of the future, as the main text. Furthermore, the virtuous cycle relationship between mankind and high-tech and the shared ecosystem mechanism were investigated by deriving a paradigm model of ‘high-tech-based metaverse operation’ based on the hierarchy of needs through grounded theory. In other words, the need for growth, driven by self- transcendence, is already a valuable asset inherent in humans, and can serve as a self-cleaning ability that enables mankind to recover from the harm of techno-omnipotence focused on satisfying deficiency needs. When this conviction comes into contact with the meaning of the existence of technology again, it is expected that humans will be able to operate the metaverse, which is beneficial to all mankind, and to coexist with technology through this. Key Words: Hierarchy of Needs, High Tech, Metaverse Operation, Self-transcendence, Surrogates

초기경전에 나타난 욕구의 단계적 발전 - 매슬로의 욕구 단계 이론과 비교를 중심으로 -

장성우 보조사상연구원 2022 보조사상 Vol.62 No.-

Maslow’s theory of needs hierarchy(TNH) which is still utilized in modern social fields has important meaning in the sense that TNH demonstrates human beings have not only physiological needs such as sex drive but also lofty needs such as social ethics (loyalty, friendship, citizenship) and esteem needs, self actualization needs. But the reasoning when low needs are satisfied high needs are revealed then naturally could work as psychological grounds generating economic polarization and climate crisis. It is nearly impossible that human being low needs are fully satisfied, and rather during the process of satisfying low needs social bad effects could be generated. Meanwhile Buddhism does not deny human being’s needs and consider needs as target of recognizing and controlling in the middle way. Ultimately Buddhism pursue the realm of selflessness overcoming self-concept and the realm of Nirvana transcending all needs. In other words, Buddhism consider human is able to regulate and advance needs properly one’s own free will, so that Buddhism presents dana, precepts, four immeasurable minds, Satipatthana etc as concrete way of practice overcoming low and high needs in the process of Nirvana. Early Buddhism TNH could be utilized as psychological grounds as overcoming economic polarization and climate crisis of modern world, because modern world problems has been originated from excessive greed of human. Even though Buddhism does not present systematically various needs of human, but provide concrete and realizable methods of regulating and advancing excessive greed of human. This essay suggests physiological needs, social needs, more learning, no-more learning as the stages of human needs hierarchy in Buddhist literature.

<Royal Match> 게임 요소의 게이머 욕구 단계 충족에 대한 연구

류중치,이종한 한국애니메이션학회 2024 애니메이션연구 Vol.20 No.4

게임 <Royal Match>는 최근 몇 년 동안 큰 인기를 얻은 새로운 Match-3 작품이며, 기존 Match-3 게임을 기초로 새로운 게임 요소를 추가하였다. 그 성공의 주요 원인을 탐구하기 위해 게임 디자인 관점에서 이 게임이 게이머의 심리적 욕구를 어떻게 충족시키는지 탐구할 필요가 있다. 현재 Match-3 게임 연구가 상대적으로 적은 상황이므로, 새로운 유형의 Match-3 게임인 <Royal Match>를심층적으로 분석하는 본 연구는 충분한 연구 가치가 있다. 이는 전통적인 Match-3 게임이 간단한 게임 규칙을바탕으로 게이머의 욕구를 어떻게 충족시키는가에 대한 이해에 도움을 줄 뿐만 아니라 새로운 유형의 Match-3 게임이 어떤 요소들을 융합하여 게이머의 기대와 욕구를 어떻게 충족시키는지 탐구할 수 있다. 따라서 본 연구는 디자이너의 관점에서 게이머의 욕구 단계 이론에 따라 <Royal Match>의 특정한 게임 디자인 요소가 어떻게 게이머의 다양한 심리적 욕구에 대응하고 충족시키는지 탐구하였다. 구체적으로 게임 디자인요소의 피라미드 이론과 게이머의 욕구 단계 이론을 통해 새로운 분석 프레임을 제시하고, <Royal Match>를사례로 하여 해당 게임의 각 게임 디자인 단계가 어떻게 게이머의 기본적인 안전 욕구에서 높은 단계의 자아실현 욕구를 충족시키는지 분석하였다. 연구 결과 흔히 볼 수 있는 기본 게임 요소는 다양한 조합 방식으로 Match-3 와 결합하여 동시에 게이머의 안전감, 소속감, 존중과 자아실현 등 여러 단계의 심리적 욕구를 동시에 만족시킬수 있으며, 또한 이 욕구들은 서로 촉진하고 충족시키는 복잡한 상호작용을 형성하였다. 우선 <Royal Match> 의 기초 단계(base layer)는 대표적인 Match-3 규칙, 즉각적인 보너스 지급과 용이성을 통해 게이머의 입문문턱을 크게 낮추었고, 게이머가 빠르게 게임 규칙을 파악하여 쉽게 게임에 참여할 수 있게 하였다. 또한 게임의즉각적인 보너스 지급 메커니즘은 시각과 청각에 대한 긍정적인 강화로 피드백되었다. 예를 들어 매치에 성공할때 발생하는 폭발 효과와 소리는 게이머의 성취감과 통제감을 강화하고, 이는 안정성과 예측 가능성에 대한 게이머의 안전 욕구를 충족시킬 뿐만 아니라 게이머가 게임을 계속하게 만들며, 게임에 대한 몰입과 충성을 강화하였다. 다음으로 보존 단계(retention layer)에서 탄력적인 게임 시간과 계속 업데이트되는 내용은 게이머의 참여감과 소속감을 강화하였다. 이러한 게임 디자인은 명확한 목표와 안정적인 리듬을 제공하는 동시에 게이머의불확실성과 초조함을 감소시키며, 또한 인지와 자아실현에 대한 게이머의 욕구를 충족시켰다. 마지막으로 슈퍼팬 단계(super fans layer)의 어려운 난도의 도전과 커뮤니티 참여 기회는 열정적이고 몰입된 게이머 집단을 이끌고, 존중과 자아 가치에 대한 그들의 추구를 충족시켰다. In recent years, Royal Match has emerged as one of the most popular new Match-3 games, integrating innovative elements into the traditional Match-3 gameplay. To explore the key reasons behind its success, it is essential to investigate how the game satisfies players' psychological needs from a game design perspective. Given the relative scarcity of research on Match-3 games, an in-depth analysis of Royal Match as a case study is valuable. This approach not only helps us understand how traditional Match-3 games meet player needs through their simple mechanics, but also reveals how new Match-3 games, by incorporating fresh elements, further fulfill players' expectations and demands. This study explores the following question from the perspective of game designers: Based on the hierarchy of player needs theory, how do specific game design elements in Royal Match correspond to and fulfill these various psychological needs? The research proposes a new analytical framework grounded in the pyramid theory of game design elements and the hierarchy of player needs theory, using Royal Match as a case study to analyze how different design layers in the game satisfy players' needs, ranging from basic safety to higher-level self-actualization. The findings reveal that common basic game elements, when combined with Match-3 gameplay, can simultaneously meet players' psychological needs at different levels, including safety, belonging, esteem, and self-actualization. Moreover, there is a complex interaction between these needs that both promote and satisfy each other. First, the foundational layer of Royal Match, through its classic Match-3 mechanics and instant reward feedback, significantly lowers the entry barrier for players by being easy to learn, allowing players to quickly master the game rules and engage effortlessly. The instant reward mechanisms, including positive visual and auditory reinforcement such as explosive effects and sound effects after successful matches, enhance players' sense of accomplishment and control. This not only satisfies their need for stability and predictability (safety needs) but also encourages them to continue playing, deepening their engagement and loyalty to the game. Second, in the retention layer, features such as flexible playtime and constantly updated content enhance players' sense of engagement and belonging. This design provides clear goals and a steady pace, reducing players' uncertainty and anxiety while also enhancing their sense of progress and growth within the game. These aspects not only meet safety and self-actualization needs but also fulfill players' cognitive and self-realization needs. Finally, the super fans layer, which includes challenging high-difficulty levels and opportunities for community participation, attracts and retains a highly enthusiastic and committed player base, satisfying their desire for esteem and the pursuit of self-worth.

매슬로의 욕구단계이론에 의한 브랜드 아파트 공간특성 연구

박선영,김개천 한국기초조형학회 2013 기초조형학연구 Vol.14 No.4

In the late 90s, after introduction of brand in local apartment, the construction companies’ differentiated characteristics had satisfied the occupants’ needs. Therefore, this study aims to suggest a baseline data for development of housing design responding to inherent needs of the occupants by considering the characteristics. To do this, brand images and multisensory elements were analyzed based on Maslow’s needs of hierarchy theory and the results were as follows. The spatial characteristics as per physiological need were indicated in 4-bay-structure and balcony-open-type with diverse shape to maximize natural lightings and ventilation. The spatial characteristics for safety needs were comprised in the introduction of high-tech such as unmanned security system. In addition, these could be shown as not only the basic storage room in the entrance, kitchen and bedroom but also specialized storage room such as a build-in closet as per stages of the life cycle and specified storage space in laundry room. Likewise, we could find out that the spatial characteristics for belonging needs which were appeared to advent of bilateral opening structure and facing worktable as well as central placement of community space in case of kitchen considered communication and harmony of the occupants. The spatial characteristics for esteem needs were expressed in the message of each brand’s value and in high-tech functions such as remote control. Finally, spatial characteristics for self-actualization needs were comprised in various optional elements such as flexible wall, light fixtures and the color of bathroom. And it enabled the occupants to display individual space by their selection. Consequently, each brand’s space characteristics were differentiated as per which needs they specified, however, the characteristics were not limited in only pursuit of specific some needs in the independent hierarchy as Maslow’s theory but shown as the reflection of complex needs. 1990년대 후반, 국내 아파트에 브랜드가 도입된 이후 각 건설업체들의 차별화된 특성들은 소비자의 욕구를 만족시켜왔다. 따라서 본 연구는 그 특성들을 살핌으로써 사용자의 내재된 욕구에 대응한 주거디자인 개발의 기초자료를 제시하고자 한다. 이를 위해 브랜드이미지와 함께 공감각적 요소들을 매슬로의 욕구단계이론을 바탕으로 분석하였고, 그 결과는 다음과 같다. 생리적 욕구에 따른 공간 특성은 채광과 통풍을 극대화 하기위한 bay수의 증가와 다양한 발코니 개방 형태로 나타났다. 안전욕구에 따른 공간의 특성은 무인경비, 출동경비 시스템 등 첨단기술의 도입, 현관·주방·침실의 기본적 수납 외의 생애주기별 붙박이장과 세탁실 수납특화 등 전문화된 수납형태 등으로 나타났다. 사회적 욕구에 따른 공간특성은 LDK구성으로 주방의 2면 개방과 대면형 작업대의 등장, 공동공간의 중심배치로 거주자들의 소통과 조화를 고려하였음을 알 수 있다. 자아존중 욕구에 따른 공간특성은 브랜드가 추구하는 가치 메시지와 원격조정·홈오토메이션 등의 첨단기능 요소들로 나타났다. 마지막 자아실현의 욕구에 따른 공간특성은 가변형 벽체선택과 조명기구, 욕실의 컬러선택 등 다양한 요소로 나타나며 이는 거주자의 선택이 개성 있는 공간을 연출할 수 있게 한다. 각 브랜드의 공간 특성은 어떠한 욕구를 더욱 특화시켰는지에 따라 차별화되었으나 매슬로가 제시하는 것처럼 욕구가 독자적인 위계로 존재하여 특정 몇 가지의 욕구추구에 한정되는 것이 아니라 복합적인 욕구의 반영이 나타나는 것을 알 수 있다.

The Research on Effect Factor to Consumer Behavior of Chinese Post-90s Generation Customer

장영 공주대학교 KNU 기업경영연구소 2016 기업경영리뷰 Vol.7 No.1

The post-90s customer group is not only the actual consumer, but also the potential consumer to many industries. It is a target customer group deserve the primary research to the industries. This essay make the research on the effects to the post-90s customer group’s consumer behavior from the individual needs and external factors based on the Maslow’s hierarchy of needs. After built the theoretical model on basis of previous research and verified with positive analysis, the essay comes to following conclusions. Firstly, the consumer behaviors of post-90s consumer group mainly focused on satisfy the physiological needs with practical type of consumption. Secondly, the physiological need of individual needs have negative effect on diversity-seeking type and conformity type of consumption. The safety need of individual needs have positive effect on comparison type of consumption. The love and belonging needs of individual needs have positive effect on early adopt type, diversity-seeking type and comparison type of consumption. The esteem need of individual needs have positive effect on diversity-seeking type of consumption and negative effect on pragmatic type of consumption. The self-actualization need of individual needs have positive effect on conformity type of consumption. Thirdly, the advertisement factor of external factors have positive effect on conformity type and pragmatic type of consumption. The family factor of external factors have positive effect on diversity-seeking type and comparison type of consumption. The reference group factor of external factors have positive effect on pragmatic type of consumption, To the industries, the information of products destined for post-90s customer group should released and advertised through internet; and should using the internet to do the advertisements and word of mouth marketing to the companies and products through the internet.

매슬로의 인간 동기론을 통한 주거공간 변화 연구

이윤서(Lee, Yoonseo),유아람(You, Aram),김광현(Kim, Kwang-Hyun) 대한건축학회 2015 대한건축학회논문집 Vol.31 No.11

The purpose of this study is to draw residential space elements based on hierarchy of needs from Maslow"s motivation theory, and to analyze residential space changes of Korean public apartment. This research selected 25 public apartment housings by data(Plan, Area and Price) availability and PIR value(3~6). PIR value is used to select similar level of housings. This research used literature review to draw residential space elements and used descriptive analysis to analyze residential space changes. Residential space elements based on hierarchy of needs are as follows. At least 1 room, form of kitchen and relationship between kitchen & bath room are related with physiological needs. Second, structural safety, heating system, material and fire extinguishing facilities are related with needs of safety. Third, proportion & independency of living room, relationship between kitchen & living room and total area of house are related with needs of belongings. Fourth, number of rooms & bays, hierarchy of main room and openness of rooms are related with needs of self-esteem. Fifth, connectivity of private space with other spaces is related with needs of self-actualization. The results of analysis of residential space changes can be summarized as follows. First, Until "60s, needs of safety came before physiological needs in residential space. Second, rain-proof roof for needs of safety was introduced in 1955. Third, role of living room was uncertain in the early stage of introducing apartment in Korea. After then, proportion of living room increased till "90s, and decreased after "90s. Fourth, room to living room ratio steadily increased till "90s. Fifth, individual storage and balcony for self-actualization were planned only "50s.

저출산 원인에 대한 양적 및 질적 연구: 생존욕구와 자아실현욕구 측면에서의 비교

이승연 한국콘텐츠산업학회 2024 콘텐츠와 산업 Vol.6 No.1

In the current national crisis of a low birthrate, this study investigates how university students plan for childbirth and aims to estimate the reasons behind their plans. Analyzing data from 107 countries, it found that the Human Development Index (HDI), related to self-actualization needs, has a stronger negative impact on the total fertility rate than population density and urbanization rate, which are associated with survival needs. In-depth interviews were conducted to further explore the desires hindering childbirth plans. Low birthrates are seen as long-term decisions throughout the life cycle, not just short-term issues arising from practical problems faced by married couples. Interviews with university students, who still have time before marriage, revealed that, on average, males expected 1.65 children, and females expected .86 children. When economic conditions, social infrastructure for childcare, and gender equality awareness were fulfilled, these numbers increased to 2.48 for males and 1.61 for females. Despite this overall increase, half of the respondents stated they would not increase the number of children. These results suggest that, according to Maslow's hierarchy of needs, a significant portion of individuals may not change their decision on childbirth even when physiological and safety needs are met. The interviews indicated strong self-actualization needs among these individuals, raising the question of whether the decision to avoid childbirth is driven by survival needs or self-actualization needs. In formulating government policies related to low birthrates, it is proposed to differentiate desires among the younger population and present policies tailored to each group.

한국 시니어 소비자의 욕구 특성 분석: 매슬로우의 욕구위계 이론을 중심으로

안가영,한은경 한국노년학회 2020 한국노년학 Vol.40 No.3

The purpose of this study was to identify the needs and characteristics of Korean senior consumers. To this end, the factors of Maslow's seven-levels of needs hierarchy were re-established and applied to suit the actual situation in Korea. For analysis, an online survey was conducted on 440 adults (50-75 years old), who are considered active seniors living in Korea, on the factors of 7-levels of needs and demographic characteristics. The study found that the 7-levels needs of Korean senior consumers were derived in a different order from Maslow's. Other diverse theoretical and practical implications were also presented. 본 연구는 한국 시니어 소비자들의 욕구와 그 특성을 파악하는데 목적을 두었다. 이를 위해 매슬로우의 7단계 욕구위계 이론의 각 욕구 요인들을 한국 실정에 맞게 재정립하여 적용하였다. 새롭게 정립한 시니어 소비자의 욕구 요인과 측정 문항의 신뢰성 및 타당성을 입증하여 인구통계학적 특성에 따른 욕구의 차이와 관계성을 밝히고자 하였다. 연구 분석을 위해 한국에 거주하는 액티브시니어 세대로 불리는 장년층과 시니어 세대에 해당하는 440명(만 50세~75세)의 성인을 대상으로 7단계의 욕구 요인과 인구통계학적 특성에 대한 온라인 설문조사를 하였다. 연구 결과 첫째, 한국 시니어 소비자들의 7단계 욕구가 매슬로우의 단계와는 다른 순서로 도출되었다. 특히, 소속감 및 사랑, 자아존중감 욕구의 순위가 달라졌으며, 인지적 욕구와 심미적 욕구가 자아실현 욕구 단계보다 상위에 위치한다는 것이 확인되었다. 둘째, 시니어 소비자들의 인지적 욕구와 심미적 욕구는 성별, 연령대에 따른 차이를 보였으며 생리적, 자아존중감, 인지적, 심미적, 자아실현 욕구는 시니어 소비자들의 월평균 수입에 따라 차이가 있는 것으로 확인되었다. 또한, 자아실현 욕구는 최종학력에 따른 차이를 보였다. 따라서 본 연구는 급변하는 인구의 고령화와 베이비부머 세대의 본격적인 은퇴 등으로 부각된 한국 시니어 소비자들의 욕구 특성을 밝혔다. 그와 더불어, 한국 시니어 소비자들의 독특한 욕구는 매슬로우의 위계와는 다른 위계 순서를 갖는다는 점을 밝혀냈다는 것에 의의를 둘 수 있다. 그 외의 다양한 이론적 함의와 실무적 함의도 제시되었다.