TV 홈쇼퍼의 강박구매에 관한 연구: 쾌락적 쇼핑성향과 마케팅 자극 요인을 중심으로
TV Home Shoppers' Compulsive Buying: Shopping Orientation & Marketing Promotion Variables
0
조회
0
다운로드
5
인용
0
참고문헌
키워드
초록
Abstract
The purpose of this study was to investigate TV home shoppers' compulsive buying, focused on shopping orientation and marketing promotion variables. Four hundred one female home shoppers who have purchased fashion products through TV home shopping. For data analysis, descriptive statistics, factor analysis, t-test, and Cronbach's Alpha were used in this study. The results were as follows: First, approximately 17% of respondents were revealed as compulsive buyers. Second, for shopping orientation instrument, three factors of shopping orientation were found and labeled as 'indifferent', 'hedonic', and 'economic' factors. Third, compared to non-compulsive buyers, compulsive buyers had higher hedonic scores. Finally, compulsive buyers considered marketing promotion variables such as show host, scarcity sales, gift events as important factors for their purchasing than non-compulsive buyers. Based on these results, it would provide TV home shopping marketers efficient and social responsible marketing strategies.
참고문헌 (23)
- "GS 홈쇼핑의 매출과 이익"[URL]
- "TV 홈쇼핑도 PB 전략 확대"[URL]
- Lee, S., "Compulsive consumption tendencies among television shoppers", Family and Comsumer Sciences Research Journal, 28(4), pp.463~488 (2000)
- Faber, R., "Money changes everything:Compulsive buying from a bio-psycho-social perspective", American Behavioral Scientist, 35, pp.809~819 (1992)
- Faber, R., "Compulsive consumption and credit abuse", Journal of Consumer Policy, 11, pp.97~109 (1988)
- Valence, G., "Compulsive buying:Concept and measurement", Journal of Consumer Policy, 11, pp.419~433 (1988)
- 리대룡, "구매충동의 조작화와 규범적 효과:한국,미국 비교연구", 광고학연구, 8(2), pp.31~84 (1997)
- 서정희, "구매충동, 자아존중감 및 강박구매에 관한 한국과 일본 대학생의 비교연구", 광고연구, 59, pp.87~109 (2003), 한국방송광고공사
- O'Guinn, T, "Mass mediated consumer socialization:Non-utilitarian and dysfunction outcomes", Advances in Consumer Research, 14, pp.473~477 (1987)
- Elliot, R., "Revenge,existential choice and addictive consumption", Psychology and Marketing, 13, pp.355~366 (1996)
- d'Astous, A, "Compulsive buying tendencies of adolescent consumers", Advances in Consumer Research, 17, pp.306~320 (1990)
- Faber, R., "Compulsive consumption and credit abuse", Journal of Consumer Policy, 11, pp.97~109 (1988)
- d'Astous, A, "Compulsive buying tendencies of adolescent consumers", Advances in Consumer Research, 17, pp.306~320 (1990)
- 박혜정, "TV홈쇼핑에서의 패션제품 구매자의 강박 구매", 한국의류학회지, 27(5), pp.588~599 (2003), 한국의류학회
- 이승희, "패션제품 강박구매행동에 영향을 미치는 심리적 변인 연구", 한국의류학회지, 28(5), pp.658~667 (2004), 한국의류학회
- Grant, A.E., "Television shopping: A media system dependency perspective", Communication Research, 18(6), pp.773~798 (1991)
- Levy,M, "Watching TV news as a para-social interaction", Broadcasting, 23(1), pp.69~80 (1979)
- McDonald,W, "Home shopping channel customer segments:A cross-cultural perspective", Journal of Direct Marketing, 9(4), pp.57~67 (1995)
- 한국소비자보호원, "TV 홈쇼핑 이용실태와 개선방안", ~ (2002)
- 한국소비자보호원, "TV 홈쇼핑 중독실태", ~ (2008)
- Korgaonkar, P, "Consumer shopping orientations, non-store retailers, and consumers' patronage intentions: A multivariate investigation", Journal of Academy of Marketing Sciences, 12(1), pp.11~22 (1984)
- Hoch, S., "Time-inconsistent preferences & consumer self-control", Journal of Consumer Research, 17, pp.492~507 (1991)
- O'Guinn, T., "Compulsive buying: A phenomenological exploration", Journal of Consumer Research, 16(9), pp.147~157 (1989)