T-Commerce 활성화를 위한 소비자 효용 속성 분석

• 영문명: Consumer’s Utility Attributes Analysis for T-Commerce Activation
• 발행기관: 한국IT서비스학회
• 저자명: 박준용(JoonYong Park) 신민수(MinSoo Shin)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제15권 제2호, 21~33쪽, 전체 13쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2016.06.30

영문 초록

Recently, T-Commerce is emerging to provide new services, with the proliferation of digital broadcasting services. However, T-Commerce market and TV home shopping market are being classified as a legal ‧ policy on other markets, such as regulated in the service of live broadcasts. The factor that has inhibited activation T-Commerce related to the lack of appropriate institutions and legal systems in the market, despite the environment with the digital broadcasting service is being spread. We were performed conjoint analysis. For this analysis, we select attributes as a quality attractive factors that significantly affects the satisfaction of TV based shopping customers through previous studies. The results showed that the TV-based shopping customers are important to think ‘Responsive’, ’Playfulness’, ‘Live broadcast’, ‘Convenience’ and ‘Bidirectional’ in the order. The ‘Responsive’ and ‘Live broadcast’ of such attributes are served as possible only in TV home shopping, because these attributes don’t service due to legal and institutional regulations in T-commerce market. The cluster analysis result also showed that TV shopping consumers are more important to think ‘Responsive’, ‘Playfulness’, ‘Live broadcast’ than ‘Convenience’ and ‘Bidirectional’, except one of the classification clusters. If real-time broadcast service is impossible because of the legal and institutional regulations, it seems to require the expansion of the services linked the terrestrial broadcasting to the activating T-Commerce market.

목차

Abstract

1. Introduction

2. Research Design

3. Empirical Analysis

4. Results of the Cluster Analysis

5. Conclusion

References

키워드

T-Commerce TV Home Shopping Consumer’s Utility Attributes Conjoint Analysis