The number of mature consumers who have a good knowledge, health and financial power have increased in our society. They are concern about quality of life, and also the recognition of leisure have been changed greatly, they'd like to use the leisure as a tool which can realize their desire that pursue high quality of life.
This study was research and analyze the leisure attitudes and influence factors of leisure of consumers on the basis of consumer purchase behavior theory, and provide some suggestions for the marketing strategies that can be utilized effectively in the silver leisure industry.
This study were used theoretical and empirical approaches and data were collected using selecting 429 valid samples for 50-69 aged consumer in Seoul and Kyoungki-do.
The cognitive attitude score was 4.02, affective attitude score was 4.00, behavioral attitude was 2.78, so the leisure attitude of the consumers was shown very positively. The factors influence consumers' leisure attitude were age, educational level, leisure experience, the degree of social relationship, possibility of leisure facilities use, personal value and personality.