바로가기메뉴

본문 바로가기 주메뉴 바로가기

logo

ISSN : 2765-6934

Article Contents

Prev Next
e-Submission

Vol.2 No.2

Citation Share

Research on Purchase Decision Factors to TV Home Shopping Product: Digital⋅Home Appliance

Asian Journal of Business Environment / Asian Journal of Business Environment, (P)2765-6934; (E)2765-7027
2012, v.2 no.2, pp.13-21
Kwang-Keun Lee (Kyungdong University)
Si-Nam Jang (Eulji University)
Pan-Jin Kim (Chodang University)
Kwang-Keun, L. , Si-Nam, J. , & Pan-Jin, K. (2012). Research on Purchase Decision Factors to TV Home Shopping Product: Digital⋅Home Appliance. Asian Journal of Business Environment, 2(2), 13-21.

Abstract

Purpose - The purpose of this research was to suggest purchasing decision factors through understanding the context of purchasing behavior and to figure out variables related to purchasing decision, purchasing cognition, and attitude. Research design / data / methodology - By random sampling, 200 consumers who are over 20, have purchased Digital‧home appliance on TV home shopping, and have lived in the Seoul area were chosen as sample subjects. Questionnaires data were obtained from all subjects by self-administration method. Results - Result of analysis could be summarized as following. Analysis of the cognition of digital/home appliance product features, and influence of digital/home appliance product feature to purchasing intention are presented in the following order; price (3.50), diversity (3.10), brand (3.00). Also, analysis of the cognition of TV home shopping feature and influence of TV home shopping feature to purchasing of digital/home appliance are presented in the following order; awareness (3.63), safety of delivery (3.38), safety of transaction (3.28), product test (3.27). Conclusions - Purchasing attention of TV home shopping features presented difference in awareness, safety of delivery, safety of transaction, and product testing factors. In order to vitalize home shopping, impossibility of quality confirmation should be overcome and reinforcement of brand power should be considered.

keywords
TV Home Shopping Product, Purchase Decision Factor, Purchasing Behavior.

Reference

1.

Ahn, so-hyun(2010), “Research on Purchase Decision Factors and re-purchasing Intention of TV Home Shopping Product”, Master’s Thesis, Sungkungwan University.

2.

Cho, jung-hwan(2010), “Determining Channel and Purchasing Behavior of TV Home Shopping and Internet Shopping Mall - food purchasing”, Doctorial Thesis, Choongang University.

3.

Choi eun-jung, Kimmoonsuk(2003), “Comparative Method of Purchasing Feature of Custom between Internet Home Shopping User and TV Home Shopping User” Custom Culture Association, 11th 6, 808-835.

4.

Choi, bok-gil(2004), “Research on Purchasing Decision Factors of Internet Shopping Mall Consumer”, Master Thesis, Geonguk University.

5.

Choi chang-yeol(2004), “Empirical Study of Purchasing Features of TV Home Shopping User”, Journal of Distribution Science 7(2), 85-110.

6.

Doody, A. F. & Davidson, W. R.(1967), “Next Revolution in Retailing”, Harvard Business Review, 45(May-June), 4-16.

7.

Engel, J. F. Blackwell, R. D, & Miniard, P. W.(1990), Consumer Behavior(8th ed), The Dryden Press.

8.

Gang, hye-lim.(1995), “Experimental Research on Purchasing Decision Process of Cable Home Shopping User”, Master’s Thesis, Yonsei University.

9.

Grant, A. E, Guthrie, K.K, & Ball-Rokeach, S. J(1991), Television Shopping: A Media System Dependency Perspective, Communication Research, 18(6), 773-798.

10.

Joo, sun-hee(2006), “Influence of Personal Feature of TV Home Shopping User to Usage Motivation and Usage Intention of TV Home Shopping”, Master’s Thesis, Kyeongbuk University.

11.

Jung chang-ho(2007), “Research on Purchasing Factors of TV Home Shopping Product”, Master’s Thesis, Dankuk University.

12.

Jung, chan-woo(2005), “Research on Factors Influenced on Purchasing Behavior of Internet Shopping”, Master’s Thesis, Donga University.

13.

Jun, hyung-yu(2009), “Research on Factors Influenced on Purchasing Intention and Reliability of Consumer Electronic Commerce;On-line Shopping Experience”, Master’s Thesis, Kyeonghee University.

14.

Jung, ga-wa(2009), “Research on Consumer’s Buying Behavior of Food through Home Shopping and Satisfaction Based on Housewife’s Lifestyle of Eating Habit”, Master’s Thesis, Sejong University.

15.

Kim Ju-young(1997), “Customer Response, Benefit Sought and Risk Perception to Purchase Clothes During Cable TV Home Shopping”, Master’s Thesis, Kyeongbuk University.

16.

Lee sang-bong(2009), “Research on Factors Influenced on Purchasing Intention and Usage of TV Home Shopping”, Doctorial Thesis, Sunggyungwan University.

17.

Lee, ji-yeon(2005), “Research on Impulse Purchasing of Cable TV Home Shopping Customer”, Master’s Thesis, Woosuk University.

18.

Sin, ji-yeon(2003), “Research on Factors Influenced to Attitude and Usage Intention of Cable TV Home Shopping Users”, Master’s Thesis, Seoul University.

19.

Wagner, J. & Rydstrom, G.(2001), Satisfaction, Trust and Commitment in Consumers’ Relationships with Online Retailers, Presented at European Conference of Association for Consumer Research, Berlin, Germany.

20.

Yu, J. E, Ha, M. K, & RHO, J. J (2005), Expanding the TAM for a t-commerce, Information & Management, 42, 965-976.

Asian Journal of Business Environment

e-Submission OA Policy