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http://dx.doi.org/10.5850/JKSCT.2007.31.5.705

A Study on CRM in TV Home Shopping Mall (Part 2) -Focusing on the Frequency and Gender-  

Lee, Seung-Hee (Dept. of Clothing & Textiles, Sungshin Women's University)
Park, Soo-Kyeong (Dept. of Clothing & Textiles, Sungshin Women's University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.31, no.5, 2007 , pp. 705-716 More about this Journal
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
TV home shopping; CRM; Relationship maintenance intention; Purchasing frequence; gender;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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