The Moderating Role of Digital Media Usage Level in the Relationship Between Content Brand Attitude and Purchase Intention Among Senior Consumers

This study investigates the effects of content brand attitude on purchase intention among senior consumers, with a particular focus on the moderating role of digital media usage level. Brand attitude is conceptualized through three dimensions—brand awareness, brand trust, and brand attachment—while purchase intention serves as the dependent variable. Digital media usage level is introduced as a moderating variable to capture intra-generational differences in technological adaptability.<br/> A structured online survey was conducted with 300 individuals aged 55 to 75 residing in Seoul and the metropolitan area. After excluding incomplete or invalid responses, 288 datasets were used for the final analysis. The data were analyzed using SPSS 26.0 through descriptive statistics, reliability and correlation analyses, multiple regression, and hierarchical regression analysis.<br/> The results indicate that all three brand attitude components exert significant positive effects on purchase intention, with brand attachment showing the strongest influence. Moreover, digital media usage level significantly moderates the relationship between brand attachment and purchase intention—senior consumers with higher digital proficiency are more likely to translate emotional brand attachment into purchasing behavior. However, no significant moderating effect was observed in the cases of brand awareness and brand trust.<br/> These findings highlight the importance of both emotional brand engagement and digital adaptability in driving content-related purchase behavior among seniors. The study contributes to academic literature by extending brand attitude research to the underexplored senior segment and offers practical implications for developing targeted digital content marketing strategies that accommodate varying levels of digital literacy among older adults.