홈쇼핑을 통한 소비자 만족요인에 관한 연구 : 서울지역 TV홈쇼핑채널 시청자를 중심으로

다국어 초록 (Multilingual Abstract)

This research has been designed to understand the overall consumer awareness level and behavior towards the utilization of TV home shopping networks, which is one of the fastest growing forms of online shopping.
The research objective is to understand the fundamental needs of the home shopping network consumers, so that a strategic marketing direction can be provided to the companies and that the policy makers related to home shopping can analyze the Ie gal and systematical desires in a more thorough and detailed manner.
For this research, 420 male and female respondents from the Seoul and its satellite cities were asked to fill out questionnaires.
Questionnaires were produced to be self-answered SPSSW INDOW was used for the data Frequency, T-Test, ANOVA and Chi-Square verification was used as the analyzing methodology. People in between the ages of 25-59 and who have at least once watched LG Home Shopping Channel or CJ39 Shopping were the qualificati ons for the respondents.
The result of the research can be clearly divided into the following 4:
1. 0verall Results of TV Home Shopping Usage Behavior
The awareness level of the domestic home shopping channels is mainly an oligopoly market between LG Home Sh opping and CJ 39 Shopping, and it appeared as if 80% of the respondents viewed a home shopping channel once a week. Usually, the main item respondents showed interest in were miscellaneous goods, clothing, regional specialties and sporting goods. Females had a higher purchase experience rate compared to the males with 40.0%, and the females between the ages of 20-40 had a higher purchasing experience rate than any of the other age levels. The frequency rate of purchasing a product on a TV home shopping network was 17.5% for twice in a month and once in one to two months.
2. Overall Perception of TV Home Shopping
- Intention rate to purchase through TV home shopping was 60%. Low price and convenience of shopping were reasons to consider purchasing through TV home shopping.
- The quality of the product was the most important factor respondents considered when purchasing from a TV home shopping channel. Price, confidence, service, convenience and delivery(shipping) system were also highly considered factors.
3. Evaluation of TV Home Shopping
71.5% of the respondents who have purchased through TV home shopping channels were satisfied with the purchasing process, and 56.4% gave a positive evaluation for the Home Shopping Broadcasting Programs. The convenient factor of Quick delivery was the most sought reason for satisfaction during the purchasing process. Low price and High quality products were also reasons for satisfaction. On the other hand, Actual product and the product that appears on TV are different was the main reason for unsatisfaction. Females had a higher preference for the current home shopping broadcasting shows, and as the frequency of watching home shopping shows increased there was a tendency for a higher preference level.
With the results concluded above, this research can make conclusions based on 3 major factors of TV home shopping market - the consumer, the home shopping company and the policy makers. First, consumers should consider the true nature of home shopping, which is they wouldn t be able to actually validate the product before making a purchase. They should be highly aware that they might make an unnecessary and unplanned purchase if there is a discounted price, gift, lottery gift or credit card installment payment benefit in stake. Also, it is highly advised to make a purchase after the consumer does thorough information research by visiting different home shopping channels.
Second, the home shopping company should be aware that consumers are anxious when it comes to return and exchange policies, and that consumers are nervous about their business information becoming effluent. Therefore, the home shopping company should concentrate on providing a safer system in matters of technical and systematical issues.
Last, home shopping policy makers should watch and control the excessively stimulating environment of the home shopping market, which could induce the overly high purchase desire of consumers. Since, TV home shopping consumers are mostly 30-40 females, who lack in legal and systematical knowledge, policy makers should be especially aware of this and work on quickly creating a supplement for the home shopping networks.

목차 (Table of Contents)

• 목차 = 0
• 제1장 서론 = 1
• 제1절 연구의 배경 및 문제제기 = 1
• 제2절 연구의 목적 및 연구 방법 = 3
• 제2장 이론적 배경 = 4
• 제1절 홈쇼핑의 개요 = 4
• 1. 홈쇼핑의 개념 = 4
• 2. 홈쇼핑 시장 현황 = 10
• 제2절 홈쇼핑 관련 연구 = 15
• 1. TV홈쇼핑에 대한 소비자 인지 = 15
• 2. 홈쇼핑에서의 마케팅 자극 = 18
• 3. 홈쇼핑에서의 지향 = 20
• 4. 홈쇼핑에서의 구매의사결정 과정 = 21
• 제3장 연구 문제 및 연구 방법 = 23
• 제l절 연구 문제 설정 = 23
• 제2절 연구 방법 = 24
• 1. 조사 도구 = 24
• 2. 조사대상 및 자료수집방법 = 26
• 3. 분석 방법 = 26
• 4. 자료의 특성 = 26
• 제4장 조사 결과 및 해석 = 29
• 제1절 TV홈쇼핑 방송 시청 현황 및 이용실태 = 29
• 1. TV홈쇼핑 채널에 대한 인지도 = 29
• 2. 주시청 TV홈쇼핑 채널 = 30
• 3. TV홈쇼핑 방송 시청 횟수 = 30
• 4. TV홈쇼핑 시청시 관심을 갖는 제품의 종류 = 31
• 5. TV홈쇼핑을 통한 상품 구매 경험 = 31
• 6. TV홈쇼핑 이용 평균 제품 구매 빈도 = 33
• 7. TV홈쇼핑 이용 최근 구매 제품 = 33
• 제2절 TV홈쇼핑에 대한 전반적인 인식 = 34
• 1. TV홈쇼핑을 통한 향후 구입의향 = 34
• 2. TV홈쇼핑 이용시 고려사항 = 35
• 3. TV홈쇼핑채널 이용시의 결정적인 선택 속성 = 36
• 제3절 TV홈쇼핑에 대한 소비자 평가 = 37
• 1. 제품 구매과정의 전반적인 만족도 평가 = 37
• 2. 기존 TV홈쇼핑 방송에 대한 전반적인 선호도 평가 = 38
• 3. 현 TV홈쇼핑의 세부 항목 평가 = 39
• 4. 현 TV홈쇼핑 전반에 대한 장점 = 40
• 제4절 현 TV홈쇼핑에 대한 불만 및 개선사항 = 40
• 1. TV홈쇼핑에 대한 소비자불만 = 40
• 2. 피해사례 세부 사항 = 41
• 3. 현 TV홈쇼핑의 보완사항(단점) = 41
• 제5절 홈쇼핑 관련 문제점 = 42
• 1. 홈쇼핑 이용 관련 소비자 피해 실태 = 42
• 2. 홈쇼핑 이용 피해 관련 대안 = 45
• 제5장 결론 = 48
• 제1절 연구 결과의 요약 = 48
• 제2절 연구의 한계점 및 제언 = 50
• [부록]
• Ⅰ. 참고문헌
• Ⅱ. 설문지