유명인 게스트 출연에 따른 국내 TV홈쇼핑 현황

Abstract

Like other diverse social phenomena, shopping trends have also changed. While average offline sales have decreased, online shopping, and TV home shopping sales have skyrocketed thanks to fast delivery and the ease of ordering. In particular, it is reasonable to say that TV home shopping has completely transformed the retail landscape. The purposes of this study are to impart information needed to develop marketing strategies for the purpose of improving product impressions and sales through the use of celebrity guest appearances and to provide educational materials and practical data. In terms of research scope and methods, this study attempted to identify celebrity guests promoting the big four domestic home shopping companies’ top 10 best-selling barbering & hairdressing items, all of which sold out during live airings from 2016 to 2019, and the results found the followings: First, celebrities were more than just guests who were generally invited for the purpose of sales only. In fact, they engaged throughout the process from product planning to a live demonstration. Second, even male celebrities were invited for cosmetics sales, breaking the stereotype that cosmetic products are only for females. As stated above, there have been a lot of changes in the domestic TV home shopping trend According to the celebrity guest appearances. With an increase in people’s interest in appearance management, it is anticipated that sales of barbering and hairdressing products will remain strong on the domestic TV home shopping industry. It appears that there should be a questionnaire survey on the likability of the celebrity guests and purchase-related satisfaction and behavior as follow-up research.