Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
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An Analysis Cable TV Shoppers′Determination Variables to Goods Purchase

Cable TV 홈쇼핑 소비자의 상품구매 영향요인 분석

  • 심미영 (경성대학교 생활경영학과) ;
  • 김영숙 (경성대학교 생활경영학과)
  • Published : 2002.07.01
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Abstract

The purpose of this study is to examine related variables to goods purchase by consumers using the home shopping of cable TV. For the purpose accomplishment, this study analyzed the variables which influence on the purchase by demographic variables, consumers'shopping propensity, perceived risk and benefit. The major findings are as follows; In the purchase of convenience goods, the variables which influence positively are sex, job(housewife), instantly impulse purchasing propensity, and diversity of goods information. On the other hand, the variables which influence negatively are risk of delivery & returned goods, and risk of quality. In the purchase of shopping goods, the variables which influence positively are state of marriage, job(nonspecialist), and diversity of goods information. On the other hand, the variables which influence negatively are pleasure of shopping-oriented, risk of delivery & returned goods, and risk of quality. In the purchase of specialty goods, the variables which influence positively are sex, income, convenience of time, and convenience of approach. On the other hand, the variables which influence negatively are pleasure of shopping-oriented, and risk of price & information restriction.

Keywords

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