TV 홈쇼핑에서의 쇼핑성향에 따른 위험지각과 화장품 구매행동에 관한 연구

• 영문명: A Study on the Risk Perception and Cosmetics Purchasing Behavior according to Shopping Orientation in TV Home Shopping
• 발행기관: 한국인체미용예술학회
• 저자명: 하종경(Jong Kyung Ha)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제16권 제2호, 43~57쪽, 전체 15쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2015.06.30

영문 초록

This paper aims to analyze the shopping orientation of female consumers in their 20's purchasing cosmetics via TV home shopping, accompanying risk perception, and cosmetic purchasing behaviors. The analysis results are described below: 1. Four shopping orientation elements purchasing cosmetics via TV home shopping are luxury brand shopping orientation, brand loyalty shopping orientation, systematic search shopping orientation, and impulsive shopping orientation. 2. The risk perception related to purchasing cosmetics via TV home shopping had three elements: quality risk perception, delivery risk perception, and payment method risk perception. 3. In accordance with the classification on consumer type focusing on shopping orientation elements in TV home shopping, there are three classes: systematic brand loyalty group, progressive shopping orientation group, and positive shopping orientation group. 4. For the risk perception by shopping orientation type in TV home shopping, the risk perception on quality or delivery showed a significant difference. 5. The analysis of the purchasing behavior difference by shopping orientation type found a significant difference in purchasing time priority (**p≤.01), number of watching TV (*p≤.05), and preferred channel (**p≤.01) by shopping orientation type. 6. For the correlation between shopping orientation and risk perception, luxury brand shopping orientation (p≤.01), systematic search shopping orientation, and impulsive shopping orientation (p≤.05) showed a correlation in all risk perception elements.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과 분석 및 논의

Ⅴ. 결론

참고문헌

키워드

TV홈쇼핑 화장품 쇼핑성향 위험지각 화장품구매행동 TV Home Shopping Cosmetics Shopping Orientation Risk Perception Cosmetics Purchasing Behavior