Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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Typology Study about product-selectivity on role of Home-shopping TV MD

홈쇼핑 TV MD의 역할에 따른 제품선택에 관한 유형화 연구

  • Na, Sang-Soo (Dept. of Advertising & Public-relation, Semyung University)
  • 나상수 (세명대학교 광고홍보학과)
  • Received : 2011.04.05
  • Accepted : 2011.06.09
  • Published : 2011.06.30
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Abstract

This study was researched by practical method in a subjectivity study accessible in-depth, in sloughing off old habit of functional quantity analysis about product-selectivity on role of Home-shopping TV MD. The perception pattern come out in this study were divided into four types in Q-methodology. The result is as follows ; it is that divided '1[(N=9) : No-relationship Type], 2[(N=3) : Experience-oriented Type], 3[(N=5) : Ability-focus Type], 4[(N=1) : Drive-importance Type]'. Like this, it found that is very different type all over. In conclusion, this study is to ascertain acceptance behavior about Reception Type on product-selectivity on role of Home-shopping TV MD ; to offer a developmental suggestion about it.

본 논문에서는 해당 실무자들의 홈쇼핑 TV MD의 역할에 따른 제품선택 주관성을 진단하고, 기능적인 측면 에서 세부적인 유형적 효과요인들을 짚어봄으로써 향후 개선과 방향성을 알아보고자 한다. 분석한 결과, 이 논문에서는 홈쇼핑 TV MD의 역할에 따른 제품선택에 관하여 해당 실무자들의 주관적 성향을 살펴보기 위해서 Q방법론을 이용하였다. 분석된 결과, 총 4가지의 유형, 즉, 제 1유형[(N=9) : 무관계형(No-relationship Type)], 제 2유형[(N=3) : 경험지향형(Experience-oriented Type)], 제 3유형[(N=5) : 능력중심형(Ability-focus Type)], 제 4유형[(N=1) : 추진중시형(Drive-importance Type)] 등으로 분류되었다. 결과적으로, 앞으로 계량적인 실증적 연구와 소비자들의 의견을 종합한 비교와 대안책이 추가되어 진다면, 홈쇼핑 TV MD의 역할에 따른 제품선택에 관한 정책방향에 보다 심도 있는 연구 결과가 제시될 수 있을 것으로 예상된다. 또한, 이러한 연구의 한계를 보완하는 후속연구가 지속적으로 진행되어지기를 기대한다.

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