TV홈쇼핑 패키지 여행상품 특성이 시청몰입과 구매의도에 미치는 영향

• 영문명: Effects of Characteristics of TV Home Shopping Travel Packages Products on Immersive Viewing and OPurchase intention
• 발행기관: 관광경영학회
• 저자명: 김민수 김창수
• 간행물 정보: 『관광경영연구』제24권 제4호, 57~73쪽, 전체 17쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2020.07.31

영문 초록

Among the sales channels of package travel agencies, the home shopping channel has become the most important sales channel. However, research on the home shopping channel is not sufficient. Therefore, this study derives significant factors for consumers who enjoy traveling through TV home shopping travel products. Also, it suggests theoretical and practical implications to provide meaningful information for travel agencies’ staff in planning TV home shopping package tour products. In frequency analysis to identify the general characteristics of the sample, of the 254 consumers, 105 (41.3%) were male and 104(58.7%) were female. In terms of age, it showed that 24 were 20s(9.4%), 60 were 30s(23.6%), 57 were 40s(22.4%), 57 were 50s(22.4%), 56 were 60s above(22.0%). this study acquires significance for that it detailed and systematized TV home shopping package travel products, immersive viewing, and purchase intention, and also it analyzed effects relations among them. this study derived the effects of components of TV home shopping package travel products on immersive viewing and purchase intention, so it provides meaningful information for future TV home shopping product planning. As this study has drawn implications about analysis results such as study design, setting up hypotheses, and hypotheses test based on advanced research, it is considered to provide meaningful information for future research.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 실증분석

Ⅴ. 결론 및 시사점

참고문헌

키워드

Home shopping Packages Products Immersive Viewing Opurchase Intention