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TV홈쇼핑에서 경품 및 사은품행사가 의류상품 구매에 미치는 영향
홍병숙 ( Byung Sook Hong ),백인선 ( In Sun Paik ),이지연 ( Ji Yun Lee ),백영숙 ( Young Suk Paik ),윤혜원 ( Hae Woon Youn ),이정 ( Jung Lee ) 중앙대학교 생활문화산업연구소 [ 구-생활과학연구소] 2005 생활과학논집 Vol.22 No.-
The effect of advertisement itself have lowered due to excessive advertisements resulting from the recent fierce competition between firm. Comsumer are gradually becoming more sentitive to price and firms are expecting their sales to increase rapidly. In this situation, the TV home-shopping is showing high interests in sales promotion that can be said to be the short-term incentive to consumers. In addition to regular price discount, TV home-shopping is making practical use of the sales promotion method of providing consumers with premium or gift while maintaining normal price. Therefore, this study attempted to investigate what effect the premium event by the TV home-shopping had on comsumers` clothing purchase with a focus on the premium event taking root as the sales promotion technique of the TV home-shopping.