TV 홈쇼핑에서 소비자의 지각된 위험이 구매의도에 미치는 영향에 대한 연구 : 의류제품 구입을 중심으로

다국어 초록 (Multilingual Abstract)

Lately the purchasing behaviors of consumers are diversified in methods or desire. The ways of purchasing have been changed by various desire of consumers and the most significant example is the homeshopping. The homeshopping is a system that serves informations about products and services by all means of media and makes consumers to decide only through the informations. After that consumers order by means of communication system, dealer convey them to the some specific place where the consumer destined. Among various kinds of the homeshopping, especially the TV homeshopping
is the best well-known media.
Despite of a wide business depression, the TV homeshopping is increasing sale in a great margin. The LG homeshopping and CJ39 homeshopping are increasing steadily after they first started their domestic broadcasting in 1995, and the Nongsusan TV, the Woo-ri homeshopping and the Hyundai homeshopping bagan broadcasting by turns in the late 2001 and they are increasing very rapidly. It seems to be lasted for sometime.
The importance of study on homeshopping is increasing because of their rapid growth of marketing size. This study defines the reason why consumers hesitate to buy products through homeshopping as a ‘risk’, so we researched the study how perceived risks of consumers influence purchase intention focusing on purchasing clothing products.
In this study perceived risk means ‘Recognizing subjectively uncertainty to the result of consuming and loss of expected value due to wrong decision’ and purchase intention means ‘a personal subjective intention to express throught purchasing behavior after creating attitude to the some products'.
The points to the study are like these; first, which factor the TV homeshopping consumers recognize more among perceived risks, moreover among these factors influence relatively according to demographic variables. Second, among the perceived risks of consumers which factor influences most effectively to purchase intention.
The sample group was consists by 300 consumers who have potential demands and ever purchased through the TV homeshopping, and the results of 257 answer-sheets were analyzed. The frequency analysis, reliability analysis, factor analysis, correlation, multiple linear regression, ANOVA were used as methods of analyzing.
The results of this study were as follows. First, six factors of risks which are recognized by consumers when they buy clothing products throughout the TV homeshopping are ‘size-concerned risk, pay-method risk, functional risk, financial risk, social risk and psychological risk.' And the first three factors were perceived better than the others. Moreover, according to demographic variables, in case of gender female consumer perceived psychological risk more
than male consumer, in case of school career consumer under highschool graduate perceived social risk more than consumer above college and in case of income, consumer under one million won perceived pay-method risk more than consumer over one million won. Second, within perceived risks of the TV homeshopping consumers, the factor that influences the purchase intention most effectively is the social risk. and the other factors like functional risk, psychological risk and pay-method risk are come after the social risk in turn.

목차 (Table of Contents)

• 목차
• 제1장 서론 = 1
• 제1절 연구의 배경 및 목적 = 1
• 제2절 연구의 범위와 방법 = 5
• 제3절 연구의 구성 = 6
• 제2장 이론적 배경 = 7
• 제1절 지각된 위험 = 7
• 1. 지각된 위험의 개념 = 7
• 2. 지각된 위험의 유형 = 9
• 3. 홈쇼핑과 관련된 지각된 위험 = 12
• 제2절 태도 및 구매의도 = 15
• 1. 태도의 개념 = 15
• 2. 태도의 구조 = 17
• 3. 태도의 기능 = 19
• 4. 구매의도 = 20
• 제3절 TV 홈쇼핑 = 22
• 1. 홈쇼핑 개념 = 22
• 2. 홈쇼핑의 특징 = 23
• 3. 홈쇼핑의 유형 = 25
• 4. 국내 TV 홈쇼핑의 현황 및 전망 = 27
• 제3장 실증적 연구 = 32
• 제1절 연구모형 및 연구문제 = 32
• 1. 연구모형의 설정 = 32
• 2. 연구문제의 설정 = 35
• 제2절 변수의 조작적 정의 및 측정 = 37
• 1. 지각된 위험 = 37
• 2. 구매의도 = 39
• 제3절 표본설계 및 설문지의 구성 = 40
• 1. 조사대상집단의 선정 = 40
• 2. 설문지의 구성 = 40
• 제4장 실증연구의 분석 = 41
• 제1절 표본의 특징 = 41
• 제2절 연구의 결과 = 43
• 1. 신뢰성의 측정 = 43
• 2. 타당성의 측정 = 45
• 3. 연구문제의 결과 = 48
• 제5장 결론 = 58
• 제1절 연구결과의 요약 및 시사점 = 58
• 제2절 연구의 한계점 및 향후 연구과제 = 63
• 참고문헌 = 65
• 설문지 = 71
• Abstract = 75