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친환경 방송 홈쇼핑의 심리적 혜택에 관한 연구: 가정간편식(HMR) 소비자를 중심으로

The Study on Psychological Benefits of Eco-friendly Broadcasting Home-shopping: Focusing on HMR Consumers

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초록

The purpose of this study is to investigate home meal replacement (HMR) consumers' psychological benefits of eco-friendly broadcasting home-shopping. This study identified differences among three sub-categories of the psychological benefits (i.e. nature experience, warm glow, and self-expressive benefits) based on the respondents' demographic factors, and examined the impact of the psychological benefits on word-of-mouth intentions. The present study was conducted based on 290 samples collected from an online survey firm. The study conducted a t-test, one-way ANOVA, and multiple regression analysis to test the hypotheses. The results indicated that differences in psychological benefits were partially found in demographic factors such as gender, period of use, frequency of use, watching time, average amount spent, marital status, and income level. All sub-categories of the psychological benefits significantly affect word-of-mouth intentions

Abstract

The purpose of this study is to investigate home meal replacement (HMR) consumers' psychological benefits of eco-friendly broadcasting home-shopping. This study identified differences among three sub-categories of the psychological benefits (i.e. nature experience, warm glow, and self-expressive benefits) based on the respondents' demographic factors, and examined the impact of the psychological benefits on word-of-mouth intentions. The present study was conducted based on 290 samples collected from an online survey firm. The study conducted a t-test, one-way ANOVA, and multiple regression analysis to test the hypotheses. The results indicated that differences in psychological benefits were partially found in demographic factors such as gender, period of use, frequency of use, watching time, average amount spent, marital status, and income level. All sub-categories of the psychological benefits significantly affect word-of-mouth intentions

참고문헌 (56)

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