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가정간편식 소비자를 중심으로 한 친환경 방송 홈쇼핑의 녹색 이미지에 관한 연구

A Study on the Green Image of Eco-friendly Broadcasting Home-shopping Focusing on HMR Consumers

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초록

This study aims to identify target consumers for green marketing of home shopping firms through market segmentation using the CHAID algorithm of answertree analysis. It also examines the positive effect of a green image on behavioral intentions (i.e, intentions to use and word-of-mouth intentions) in the context of home shopping, with a specific focus on HMR consumers. The study was conducted based on 305 samples, and the findings revealed that the first segmentation node is gender, the second segmentation node is watch time per week, and the third segmentation node is monthly income level. It was confirmed that the result's misclassification probability was .3475, implying a result accuracy of 65.25%. Lastly, the study found that the green image had a positive effect on both intentions to use and word-of-mouth intentions.

Abstract

This study aims to identify target consumers for green marketing of home shopping firms through market segmentation using the CHAID algorithm of answertree analysis. It also examines the positive effect of a green image on behavioral intentions (i.e, intentions to use and word-of-mouth intentions) in the context of home shopping, with a specific focus on HMR consumers. The study was conducted based on 305 samples, and the findings revealed that the first segmentation node is gender, the second segmentation node is watch time per week, and the third segmentation node is monthly income level. It was confirmed that the result's misclassification probability was .3475, implying a result accuracy of 65.25%. Lastly, the study found that the green image had a positive effect on both intentions to use and word-of-mouth intentions.

참고문헌 (68)

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