Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study on CRM in TV Home Shopping Mall (Part 2) -Focusing on the Frequency and Gender-

TV 홈쇼핑에서의 패션제품 CRM에 관한 연구 (제2보) -거래빈도와 성별을 중심으로-

  • Lee, Seung-Hee (Dept. of Clothing & Textiles, Sungshin Women's University) ;
  • Park, Soo-Kyeong (Dept. of Clothing & Textiles, Sungshin Women's University)
  • 이승희 (성신여자대학교 의류학과) ;
  • 박수경 (성신여자대학교 의류학과)
  • Published : 2007.05.31
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Abstract

The purpose of this study was to examine the relationship structure in TV home shopping focusing on purchasing frequency and gender. Subjects for this study were 300 customers who had purchased fashion products in TV home shopping. For date analysis, factor analysis, t-test, correlation analysis and path analysis were used. As the result, when comparing groups by the purchasing frequency, the group which had higher purchase experiences had significant relationship between trust and commitment than other group of lower purchase experiences. There were statistically significant differences in 'service', 'benefits', 'influence', 'security' variables between purchasing frequency groups. Also when comparing groups by the gender, both men and women had 'relationship maintenance intention' in CRM. However, women had the effects from 'trust' to 'commitment', while men had not effects. However, there were statistically significant differences in 'service', 'information', 'reputation', 'influence' variables between men and women. Based on these results, TV home shopping fashion marketing strategies would be suggested.

Keywords

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