TV홈쇼핑 쇼 호스트의 이미지와 상품군의 상관관계 : 헤어스타일을 중심으로

다국어 초록 (Multilingual Abstract)

The study intends to look into the images of show hosts, a concept of shopping assistants which has emerged along with a new shopping pattern in line with the changing times.
Several elements form the images of show hosts, but the most representative ones can be said to be hair and makeup styles. It is because the arrangements of hair and makeup, directly applied to human hair and faces, are the major factors consisting personal images, as well as the expressing methods for human instincts of beauty.
In this study, those styles will be investigated through the presented pictures which are most appropriate to show hosts in grace, friendliness, professionalism, attractiveness, and confidence. In addition, the images of hair and makeup styles will be investigated which are most appropriate and preferred to show hosts for cable TV home shopping. Thus, the hair and makeup styles of show hosts will be studied to find the most appropriate ones for the salespersons of presented products.
Regarding the research method, the study subjects were males and females in their 20's, 30's, and 40's, who lived in Seoul and Gyeonggi areas. The survey was conducted with the questionnaire in September through October 15, 2009. Out of the 1,000 copies of questionnaire distributed, a total of 963 copies were collected and used for data analysis, with the exclusion of those filled with uniformed or insincere responses.
Among the study findings, the images of show hosts indicated significant differences in the factors of grace and friendliness by the age, stimulus, gender and stimulus, and age and stimulus. Looking at the major effects of individual independent variables, those subjects in their 30's and 40's by the age perceived the factors of grace and friendliness of show hosts more than those in their 20's did. The images of show hosts did not show significant differences in the factor of professionalism by the age, stimulus, gender and stimulus, and age and stimulus. The factor of confidence, among the images of show hosts, showed significant differences by the age, stimulus, gender and stimulus, and age and stimulus.
Looking at the contribution of the show host image factors to the 'resemblance to show hosts,' the contribution of the factors of grace, friendliness, professionalism, and attractiveness was larger than that of confidence. These findings indicated that grace, friendliness, professionalism, attractiveness, and confidence affected the dependent variable of resemblance to show hosts in a positive way. The images appropriate or preferable to those of show hosts showed no difference by the gender, but they showed some differences by the age group.
In the case of the show host images considered most appropriate to product groups by the feature of the perceivers like consumers, the show host images showed differences for the sales of apparel, inner clothing, fashion goods, jewelery, cosmetics, furniture, bed goods, baby goods, kitchen or interior decoration goods, grocery, sports goods, electrical appliances, electronic goods, insurance, or financial products.
In particular, as to the hair and makeup styles of show hosts, in the case of apparel products, smart up hair or semi-up hair styles were favored for both male and female hosts, and a natural makeup style was preferred. The correlation was found between show host images and hair and makeup styles for the sales of the other products such as fashion goods, jewelery, cosmetics, furniture, beds, baby goods, kitchen goods, grocery, electronic goods, insurance, or financial products.
As the conclusion, the number of people working as show hosts on domestic home shopping channels is expected to rise gradually. It is particularly because the term of 'home shopping,' with a strong implication of the products of low and medium costs, has now changed simply to 'shopping' or 'shop' with an impression fresh enough to induce new and young generation to try it. Thus, the role of show hosts as the professional media personnel or sales experts is expected to gain importance, and the significance of their hairstyle, which affects their images, should not be overlooked. Though the basic understanding of economics, conventional wisdom on various fields, power of expression, spontaneity, or wits are definitely required, to arouse the interest of those watchers of mostly live shows, it is also considered important for show hosts to build up their own images preferred by the watchers. In this regard, the study needs to be maintained for building up more professional images and for promoting the purchase, through the cooperation with beauty experts.

목차 (Table of Contents)

• Ⅰ. 서 론
• 1. 연구배경
• 2. 연구목적 및 내용
• Ⅱ. 이론적 배경
• 1. TV홈쇼핑의 개념
• 1) 2009년도 TV홈쇼핑의 현황
• 2) 2009홈쇼핑의 상반기 10대 히트상품순위
• 2. TV홈쇼핑의 장단점
• 1) TV홈쇼핑의 장점
• 2) TV홈쇼핑의 단점
• 3. 쇼 호스트의 역할 및 이미지
• 1) 쇼 호스트 역할
• 2) 쇼 호스트의 이미지요인
• 4. 헤어스타일과 이미지관계
• 1) 이미지별 헤어스타일 특징
• 2) 쇼트헤어 이미지스타일
• 3) 미디움헤어 이미지스타일
• 4) 롱 헤어 이미지스타일
• 5) 스트레이트헤어 이미지스타일
• 6) 웨이브헤어 이미지스타일
• Ⅲ. 연구 방법
• 1. 조사대상 및 자료수집
• 2. 설문지 구성내용
• 1) 설문지구성
• 2) 자극물설계
• (1) 자극물에 사용된 사진
• (2) 상품 군 구성
• 3. 분석방법
• Ⅳ. 연구결과 및 고찰
• 1. 인구통계학적 특성
• 2. 쇼 호스트 이미지 요인분석
• 3. 지각자 특성(성별과 연령)과 자극물에 따른
• 쇼 호스트이미지 차이
• 1) 성별 연령에 관한자극물(요인1)
• 2) 연령과 자극물(요인2)
• 3) 연령과 자극물(요인4)
• 4. 쇼 호스트이미지가'쇼 호스트다운'에 미치는 영향
• 5. 성별 연령별 적합하다고 생각하는 쇼 호스트이미지와 선호하는 쇼 호스트이미지 차이
• 1) 적합한 쇼 호스트이미지
• 2) 선호하는 쇼 호스트이미지
• 6. 지각자 특성별 상품 군과 이미지와의 상관관계
• 1) 의류상품에 적합한 쇼 호스트이미지
• 2) 속옷상품에 적합한 쇼 호스트이미지
• 3) 패션잡화상품에 적합한 쇼 호스트이미지
• 4) 보석상품에 적합한 쇼 호스트이미지
• 5) 화장품관련 상품에 적합한 쇼 호스트이미지
• 6) 가구상품에 적합한 쇼 호스트이미지
• 7) 침구 상품에 적합한 쇼 호스트이미지
• 8) 유아상품에 적합한 쇼 호스트이미지
• 9) 주방 상품에 적합한 쇼 호스트이미지
• 10) 식품관련 상품에 적합한 쇼 호스트이미지
• 11) 스포츠용품에 적합한 쇼 호스트이미지
• 12) 가전 상품에 적합한 쇼 호스트이미지
• 13) 전자제품에 적합한 쇼 호스트이미지
• 14) 보험, 금융상품에 적합한 쇼 호스트이미지
• Ⅴ. 결 론
• 참고문헌
• 부 록1지각자 특성과 자극물에 따른 쇼 호스트이미지의 차이
• 부 록2설문지구성
• ABSTRACT