홈쇼핑을 이용한 식품의 구매 실태 및 인식도 조사

다국어 초록 (Multilingual Abstract)

The purpose of this study was to inves tiga te the customer pur chase behavior and perception of home shopping in Daejeon. This survey was conducted during December, 2003. The result of this study was summarized as follows: 29.6% of subjects were men and 70.4% of subjects were women. They were all adult aged 20’s above. The medium of home shopping that the subjects were met frequently were TV. The next were intern et , and then catalogue. The subjects who had some experience of purchase foods through home shopping were 44.8%. In most case , the frequency of purchase foods were once/month. The major foods purchased through home s hopping were pr oces sed foods and healthy foods. Abou t the degr ee of confidence on foods that purchased through home shopping, 3.4% of subjects answered "trust" and 37.9% of subjects answered "not trust" , the rest said "just so so". About the degree of satis faction on taste , 30.8% of subjects answered "good" and 23.1% of subj ects answered "bad", the rest said "just so so". About the degree of satisfaction on food amount, delivery time and circulation dur ation, 46.2% of subjects answered "satisfied". The most important factor that affected purchase foods were price .

목차 (Table of Contents)

• Ⅰ . 서론 1
• Ⅱ . 연구 방법 3
• 1. 연구대상 및 연구내용 3
• 2. 연구기간 및 연구 절차 3
• Ⅲ. 연구결과 및 토의 3
• 1 . 연구대상자의 성별 및 연령분포 3
• 2. 주로 접하는 홈쇼핑 매체 3
• 3. 홈쇼핑을 통한 식품의 구입 경험 3
• 4. 홈쇼핑에서 구매한 식품의 종류 4
• 5. 홈쇼핑 식품에 대한 만족도 및 신뢰도 4
• 6. 홈쇼핑 식품 구매에 영향을 미치는 요인 5
• Ⅳ. 요약 및 결론 6
• Ⅴ. 참고문현 7