데이터홈쇼핑과 TV홈쇼핑의 동일 서비스 인식 연구: 생방송 편성 및 화면비율 규제 관련 요인의 인식 차이를 중심으로 = Perceived Service Equivalence Between Data Home Shopping and TV Home Shopping: Differences in Perceptions of Live Programming and Screen Ratio Regulations

다국어 초록 (Multilingual Abstract)

This study examines user perceptions of data home shopping and TV home shopping to provide empirical evidence relevant to ongoing policy debates regarding the differentiated regulatory treatment of data home shopping services. Currently, data home shopping is subject to regulatory measures distinct from those applied to TV home shopping, including regulation of live programming and a screen-ratio regulation limiting video content to less than half of the total display. Despite their policy significance, these regulatory arrangements have been implemented with limited empirical grounding in user experience and perception.
To address this gap, we conducted an experimental survey with 382 individuals who had prior experience using home shopping services. The two highest-rated channels from both TV home shopping and data home shopping were selected. Participants were exposed to broadcast segments featuring two product categories—a health supplement and a beauty product—aired across both service types. After viewing, respondents evaluated multiple dimensions of service value associated with the two regulatory domains specific to data home shopping: live programming regulation and screen-ratio regulation.
The results indicate, first, that no statistically significant differences were found between TV home shopping and data home shopping across any service value dimensions related to live programming regulation or screen-ratio regulation. No meaningful differences were observed by channel brand or product category. Second, analyses based on user characteristics revealed significant differences associated with prior knowledge of T-commerce and gender; however, these differences appear to reflect varying levels of familiarity, awareness, and involvement with home shopping services rather than structural distinctions between the two service types. Third, a significant interaction effect between service type and gender emerged only for perceived ease of use.
Collectively, the findings suggest that users do not perceive TV home shopping and data home shopping as distinct service categories but rather as functionally equivalent formats. From a user-centered perspective, the empirical justification for the current differentiated regulatory framework appears limited. At the same time, observed differences in certain technical service attributes across user groups indicate that regulatory design may benefit from a more nuanced, component-specific approach, even when services are broadly perceived as equivalent.