An Analysis of Leisure Motivation on Leisure Consumption Tendency among Seniors in a Super-Aged Society: Based on Self-Determination Theory

This study empirically analyzes the relationship between leisure motivation and leisure consumption tendency among the senior generation in Korean society, which is entering a super-aged phase. Using Self-determination theory (SDT) as the theoretical framework, the research investigates how intrinsic and extrinsic motivations influence four types of leisure consumption tendency: planned, impulsive, conspicuous, and efficiency and public interest tendency. A survey was conducted with 509 seniors aged 60 and over residing in Seoul and Gyeonggi province. The data were analyzed using exploratory factor analysis (EFA) and standard multiple regression analysis. The results show that intrinsic motivation Factor 1 (immersion and challenge) had a significant effect on planned consumption, public-interest-oriented efficiency, and impulsive buying. Intrinsic motivation Factor 2 (learning and exploration) significantly influenced conspicuous consumption, public-interest-oriented efficiency, and impulsive buying. Extrinsic motivation had a positive effect on all consumption tendencies—planned, public-interest-oriented efficiency, and impulsive—but its impact was generally lower than that of Intrinsic Motivation Factor 1. Moreover, extrinsic motivation Factor 1 (new experience) did not affect conspicuous consumption. These findings highlight the necessity of a multidimensional approach to understanding senior leisure consumption behavior and provide foundational data for the development of customized leisure programs and age-friendly marketing strategies.