쇼핑호스트에 대한 의사인간관계가 홈쇼핑 TV에 대한 태도 및 구매의도에 미치는 영향 : 지각된 위험과 지각된 혜택의 매개효과를 중심으로 = Effect of parasocial interaction with shopping-hosts on the attitude for the CATV home-shopping and purchase intention: Focused on perceived risk, perceived benefit.

다국어 초록 (Multilingual Abstract)

Home-shopping in cable TV is considered as one of the important channels by innovative changes for the shopping. In this process, shopping hosts take a great portion, but they are not weighted in other studies. This study explores various emotions for the shopping hosts in the field of parasocial interaction and examines how those emotions affect to purchase intention. Also, the study can see over how perceived risk, perceived benefit, and attitude for the CATV home-shopping have an impact on the purchase intention.
In the result, as parasocial interaction with shopping-hosts would grow, perceived risk for home-shopping is reduced, meanwhile perceived benefit is grown. Perceived risk can mediate purchase intention, and perceived benefit also can moderate attitude for homeshopping and purchase intention. It could mean that consumers can have positive image for CATV home-shopping under the conditions that parasocial interaction with shopping-hosts would be grown. The result can show that CATV home-shopping should attempt to establish parasocial interaction in order to take upper hands against open markets and internet shopping malls.