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http://dx.doi.org/10.5392/JKCA.2011.11.12.241

Uses and Gratifications of TV Home-shopping Channels  

Lee, Sang-Bong (인덕대학 방송영상미디어과)
Publication Information
The Journal of the Korea Contents Association / v.11, no.12, 2011 , pp. 241-249 More about this Journal
Abstract
This study takes a uses and gratification theory based approach to identifying the relation between TV home-shopping channel use motivation and purchase intention. The results are summarized as follows. First, in respect of TV home-shopping channel use motivation, the analysis results reveal three factors: convenience, information seeking, and entertainment. Among these, the factor of convenience was the first in the order of importance. Secondly, 1)It is found that use motivation also has some limited influence on purchase intention. 2)Selectivity and involvement degree, the sub-categories of audience activity, are found to be the variables with the highest prediction ability, suggesting a need to give a particular attention to them. 3)In addition, viewing amount, a variable of use behavior, is shown to have a significant influence on purchase intention. The followings are the implications of the study results. First, marketing strategies that enable maximization of shopping convenience are required. Second, there is a need to approach the delivery of TV home-shopping contents as a kind of broadcasting contents on their own rather than merely a medium for selling goods.
Keywords
TV Home-shopping; Uses and Gratifications; Audience Activity; Use Motivation;
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