| TV홈쇼핑 채널의 이용동기, 불평행동 및 재구매 의도에 관한 연구: 뷰티상품을 중심으로 |
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최영화, 전현진 |
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| A Study on the Motivation for Use of TV Home Shopping, Complaint Behavior, and Repurchase Intent: Focusing on Beauty Products |
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Young-hwa Choe , Jeon Hyun Jin |
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| Abstract |
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The purpose of this study is to identify the purchasing status of beauty products via TV home shopping among women between the ages of 20 and 40 who have experience purchasing beauty products via TV home shopping, in order to empirically examine the relationship of motivation for use, complaint behavior, and repurchase intent of TV home shopping. Data was used in the final analysis of 250 copies for adult females between the ages of 20 and 40 residing in Gwangju Metropolitan City. SPSS for Windows 18.0 statistics package was used for analyzing the collected data, and frequency analysis, factor analysis, reliability analysis, multiple answer analysis, correlation analysis, and multiple regression analysis were carried out to verify the research problem. First, upon analyzing the status purchase experience of beauty products through TV home shopping, basic makeup (air cushion, BB cream, sun cream, foundation, etc.) was the most purchased, followed by basic cosmetics, and beauty devices. Second, the motivation for using TV home shopping channels were categorized into the three factors of entertainment, convenience and information. It was found that the motivation for use had statistically significant positive (+) impact (p<.001, p<.05) on repurchase intent. Third, the complaint behavior for TV home shopping was categorized into the three factors of public response, private response, and direct response. Only entertainment had statistically significant negative (-) impact (p<.001) for private response. Fourth, it was found that public response in TV home shopping had statistically significant negative (-) impact (p<.001) on repurchase intent. |
| Key Words:
Complaint Behavior, Repurchase Intent, TV home shopping, Usage Motivation of TV |
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