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쇼핑 채널 비교 연구: TV홈쇼핑, T커머스, 온라인쇼핑 중심으로
조경섭 ( Kyoungseop Cho ),박은주 ( Eunju Park ) 동의대학교 지방자치연구소 2021 공공정책연구 Vol.38 No.2
본 연구는 대표적인 쇼핑채널을 비교함으로써 각 채널의 전략적 제안점을 제시하고자 진행하였다. 쇼핑채널은 TV홈쇼핑, T커머스, 온라인쇼핑을 중심으로 연구하였다. 각 채널 별 방문요인, 채널 이용동기, 만족도, 신뢰도, 구매의도 등을 살펴보았다. T커머스는 즉흥적으로 방문하는 것으로 나타났고 온라인쇼핑은 목적성, 습관성 방문이 이루어지고 있었다. 온라인쇼핑은 두 채널에 비해 만족도와 구매의도가 높았으며 TV홈쇼핑과 T커머스는 온라인쇼핑에 비해 신뢰도가 높은 것으로 나타났다. 또한, 쇼핑 채널의 이용 동기와 구매 의도 간 쇼핑채널의 만족도가 부분매개효과가 있는 것으로 나타났다. 본 연구는 기존에 거의 다루지 않았던 쇼핑채널에 대한 비교연구를 했다는 데에 학문적 의의가 있으며 이를 바탕으로 전략 방안 등을 제시했다는 실무적 시사점을 갖는다. This study was conducted to present strategic suggestions for each channel by comparing representative shopping channels. Shopping channels were studied focusing on TV home shopping, T-commerce, and online shopping. Visit factors for each channel, channel usage motive, satisfaction, reliability, purchase intention, etc. were examined. T-commerce appeared to visit spontaneously. In online shopping, purposeful and habitual visits were being made. Online shopping showed higher satisfaction and purchase intention than the two channels. In addition, TV home shopping and T-commerce showed higher reliability than online shopping. In addition, it was found that there was a partial mediating effect on the satisfaction of the shopping channel between the motive for using the shopping channel and the purchase intention. This study has academic significance in that it conducted a comparative study on a shopping channel that had not been covered previously. And it has practical implications of suggesting strategic plans based on this.
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YiJie WANG,EunJu PARK,KyoungSeop CHO 국제융합경영학회 2024 융합경영연구 Vol.12 No.1
Purpose: By studying the effects of SNS advertising characteristics and SNS advertising music characteristics conducted by companies on advertising preference and advertising effects, we would like to suggest a plan for effective SNS advertising operation. Research design, data and methodology: In this study, a total of 483 surveys were collected for college student consumers in their 20s who had experience seeing advertisements on SNS, and 458 were used for the final analysis. In addition, the collected questionnaire data were analyzed using statistical programs SPSS 24.0 and AMOS 24.0, and Sobel Test was performed through structural equation modeling and regression analysis. Results: Advertising preference, purchase, and recommendation intentions increased as consumers who saw advertisements on SNS perceived the characteristics of advertisements (information, entertainment, individuality, and interactivity). However, advertising preference was not formed by SNS advertising music characteristics (fun, information delivery, unconscious stimulation, and emotional homogeneity). In addition, the higher the perception of SNS advertising music characteristics (fun, information delivery, unconscious stimulation, and emotional homogeneity), the more advertising effects such as purchase and recommendation intentions were linked, and the higher the perception of SNS advertising music characteristics (fun, information delivery, unconscious stimulation, and emotional homogeneity), the more advertising effects such as purchase and recommendation intentions could be created. Finally, it was confirmed that advertising preference had a partial mediating effect between SNS advertising characteristics and advertising effects, and between SNS advertising music characteristics and advertising effects. Conclusions: Unlike previous studies that have investigated the causal relationship of advertising effects according to sub-factors such as SNS advertising characteristics and SNS advertising music characteristics, it is significant in that it analyzes the variables used in the study as secondary factors.
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