인터넷 상거래와 TV 홈쇼핑에서의 고객만족 비교

Customer Satisfaction on Internet Commerce vs. TV Home Shopping

Direct marketing in the form of Internet Commerce and TV Home Shopping became the focus of concern for Korean companies. Despite the importance of research in these interactive systems, few studies have been performed on the consumer behavior in TV Home Shopping. This study explores what factors consumers perceive critical in these interactive systems, and analyzes the difference in consumer perception with respect to these critical factors.