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http://dx.doi.org/10.9716/KITS.2016.15.2.021

Consumer's Utility Attributes Analysis for T-Commerce Activation  

Park, Joon Yong (한양대학교 경영대학)
Shin, Min Soo (한양대학교 경영대학)
Publication Information
Journal of Information Technology Services / v.15, no.2, 2016 , pp. 21-33 More about this Journal
Abstract
Recently, T-Commerce is emerging to provide new services, with the proliferation of digital broadcasting services. However, T-Commerce market and TV home shopping market are being classified as a legal policy on other markets, such as regulated in the service of live broadcasts. The factor that has inhibited activation T-Commerce related to the lack of appropriate institutions and legal systems in the market, despite the environment with the digital broadcasting service is being spread. We were performed conjoint analysis. For this analysis, we select attributes as a quality attractive factors that significantly affects the satisfaction of TV based shopping customers through previous studies. The results showed that the TV-based shopping customers are important to think 'Responsive', 'Playfulness', 'Live broadcast', 'Convenience' and 'Bidirectional' in the order. The 'Responsive' and 'Live broadcast' of such attributes are served as possible only in TV home shopping, because these attributes don't service due to legal and institutional regulations in T-commerce market. The cluster analysis result also showed that TV shopping consumers are more important to think 'Responsive', 'Playfulness', 'Live broadcast' than 'Convenience' and 'Bidirectional', except one of the classification clusters. If real-time broadcast service is impossible because of the legal and institutional regulations, it seems to require the expansion of the services linked the terrestrial broadcasting to the activating T-Commerce market.
Keywords
T-Commerce; TV Home Shopping; Consumer's Utility Attributes; Conjoint Analysis;
Citations & Related Records
Times Cited By KSCI : 7  (Citation Analysis)
연도 인용수 순위
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