TV홈쇼핑 이미용 상품의 구매결정요인에 관한 연구

다국어 초록 (Multilingual Abstract)

The goal of this study is researching the deciding factor which arouses purchasing behavior and the factor which effects customer satisfaction and resulting action after purchasing regarding beauty treatment product in TV home shopping so that it can be used as basic data of beauty treatment product marketing.
This study distributed 316 surveys for practical analysis, and except for 57 surveys which have insincere answers, 259 valid samples were analyzed. Regarding the analysis method, SPSS 14.0 was used and frequency analysis, factor analysis, reliability analysis, regression analysis, one-way ANOVA, t-test, and etc were held.
The result of the study is as follows.
First, regarding difference of perception based on performance after purchasing and the degree of importance according to the characteristic of TV home shopping product, the attribute of quality and price showed the greatest difference of perception.
Second, among the channel characteristics of TV home shopping, delivery and refund service showed positive (+) effect regarding customer satisfaction.
Third, among the channel characteristics of TV home shopping, only the degree of channel perception showed positive (+) effect regarding resulting action.
Fourth, among the characteristics of beauty treatment product in TV home shopping, quality, price, design, fame, popularity, advertisement and PR showed positive (+) effect regarding customer satisfaction.
Fifth, among the characteristics of beauty treatment product in TV home shopping, quality, price, popularity, advertisement, and PR showed positive (+) effect regarding resulting action.
Sixth, among the shopping tendencies of customers using TV home shopping, most showed positive (+) effect on customer satisfaction, and the tendency of pleasure shopping showed the greatest effect.
Seventh, among the shopping tendencies of customers using TV home shopping, the tendency of pleasure shopping and the tendency of convenient shopping showed significant effect on resulting action.
Eighth, among analyses of difference verification, regarding the verification according to gender, among the channel characteristic of TV home shopping, female showed higher perception than male regarding delivery and refund service and channel perception.
Ninth, among analyses of difference verification, regarding verification according to age, among channel characteristic in TV home shopping, 41 or more showed higher perception than other groups consultant's attitude and delivery and refund service, and among the characteristic of product in TV home shopping, 30 or less showed higher perception in design and fame, and 41 or more group showed higher perception in diversity.
Tenth, among analyses of difference verification, regarding verification according to job, among channel characteristic of TV home shopping, house wife group showed higher perception than other groups in consultant attitude and delivery and refund service, and among the characteristic of product in TV home shopping, house wife group showed higher perception in diversity, and office job group showed higher perception in popularity. Eleventh, among analyses of difference verification, regarding verification according to education level, high school graduate or lower group showed higher perception than other groups in diversity among the characteristics of product in TV home shopping.
Based on the research result, the following implications are arranged.
First, TV home shopping business should make effort to improve channel awareness of TV home shopping.
Second, it should focus on original and refined product design development.
Third, more detailed care is needed regarding TV home shopping customers.


Keyword : TV Home Shopping, Beauty Treatment, Purchase Deciding Factor

목차 (Table of Contents)

• 제1장 서론 1
• 제1절 연구의 배경 및 목적 1
• 제2절 연구의 방법 및 범위 3
• 제2장 이론적 배경 5
• 제1절 TV홈쇼핑에 관한 이론적 고찰 5
• 1. TV홈쇼핑의 개념 및 특징 5
• 2. TV홈쇼핑 현황 9
• 3. TV홈쇼핑의 채널선택속성에 관한 연구 13
• 제2절 TV홈쇼핑 이미용 상품특성에 대한 연구 16
• 1. TV홈쇼핑 이미용 상품의 개념 및 특성 16
• 2. TV홈쇼핑 이미용 상품특성에 관한 선행연구 19
• 제3절 소비자의 쇼핑성향에 관한 연구 22
• 1. 쇼핑성향의 개념적 정의 22
• 2. 소비자 쇼핑성향에 관한 선행연구 24
• 제4절 고객만족 및 결과행동에 관한 연구 28
• 1. 고객만족 및 결과행동의 개념적 정의 28
• 2. TV홈쇼핑에서의 고객만족 및 결과행동 34
• 제3장 연구의 설계 37
• 제1절 연구 모형과 가설의 설정 37
• 제2절 변수의 조작적 정의 39
• 제3절 조사의 설계 및 설문구성 41
• 제4장 가설의 검증 및 결과의 해석 44
• 제1절 표본의 특성 및 신뢰성과 타당성 44
• 1. 표본의 인구통계적 특성 44
• 2. 표본의 일반적 특성 45
• 3. 측정 도구의 요인분석 및 신뢰성 검증 48
• 제2절 조사 자료의 가설검증 56
• 1. TV홈쇼핑 상품특성의 중요도와 성과 간의 지각차이 56
• 2. TV홈쇼핑 채널특성이 고객만족에 미치는 영향 58
• 3. TV홈쇼핑 채널특성이 결과행동에 미치는 영향 59
• 4. TV홈쇼핑 상품특성이 고객만족에 미치는 영향 60
• 5. TV홈쇼핑 상품특성이 결과행동에 미치는 영향 61
• 6. 쇼핑성향이 고객만족에 미치는 영향 62
• 7. 쇼핑성향이 결과행동에 미치는 영향 63
• 8. 인구통계적 특성에 따른 차이검증 64
• 제3절 분석결과 요약 69
• 제5장 결론 72
• 제1절 연구의 요약 및 시사점 72
• 제2절 연구의 한계 및 향후 연구방향 74
• 참고문헌 76
• 설 문 지 85
• ABSTRACT 93