• 벤처창업연구
• /
• 제10권4호
• /
• pp.147-155
• /
• 2015

홈쇼핑 업종에서는 협력업체로부터 매년 새롭게 런칭되어진 월 평균 16,000여 종류의 다양한 여러 종류의 상품을 판매하고 있음에도 불구하고 상품의 품질 생성 과정에 직접 참여하지 못하는 모순적인 업무 구조에 의해서 업무가 운영되어지고 있는 실정이다. 이는 결국 품질 문제(불량반품건수와 PL 건수)로 직결되어 홈쇼핑 브랜드에 대한 신뢰도를 크게 저하시키고 있음은 물론 지속적인 재 구매로 이어질 가능성이 매우 희박하다 할 수 있다. 이런 문제점을 개선하고자 홈쇼핑 업종에서의 특성에 적합한 협력업체 선정과 평가체계를 개발하여 적용한 결과 불량반품건수는 개선전과 비교하여 10.3% 감소하였으며 PL 건수는 11.7% 감소한 것으로 확인되었다.

• 대한가정학회지
• /
• 제40권1호
• /
• pp.135-146
• /
• 2002

The Purpose of this study was to identify the sensibility elements and the evaluative dimensions of internet fashion shopping mall to supply optimal experience to the customer. First, association words for internet fashion shopping mall by open-ended method and sensibility-expression-adjective feeling as navigating personally 57 shopping mall dealing with fashion products were collected. Collected adjectives were ranked after making index by frequency and diversity. Then, correlation analysis was executed to extract independent adjective and their opposite words. Semantic differential scale was made for internet-fashion-shopping-mall-evaluation. After preliminary investigation with this scale, factor analysis was implemented. 12 sensibility evaluation words were extracted. Then, 200 subjects evaluated satisfaction degree for 8 selected shopping mall. To explain the hierarchy of internet fashion shopping mall, cluster analysis was applied. The understanding of sensibility element and evaluative dimensions of internet fashion shopping mall can be utilized efficiently as basic materials when marketer plans internet shopping mall design and makes marketing strategy.

• 한국의류학회지
• /
• 제32권11호
• /
• pp.1669-1679
• /
• 2008

This study examined what differences were shown in the types of impulsive buying according to consumers' viewing circumstance, previous purchasing experience, and demographic factors on CATV home-shopping. For this study, data were obtained from adult women in twenties to fifties who have frequently viewed CATV home-shopping. The questionnaire was composed of three sections; characteristics of home-shopping usage, behaviors of impulsive buying and demographic factors. Data from 403 questionnaires were used for the statistical analysis. The results of this study were as following. First, four factors of impulsive buying types were identified. Second, differences in impulsive buying according to viewing circumstance of TV home-shopping were significant. New products were easily accepted by consumers who were reminded of previous needs with more viewing time and frequent viewing chances. Also, differences in impulsive buying according to the reason of viewing were meaningful only for the 'reminder impulsive buying. Third, consumers with more previous purchase experiences had higher reminder impulsive buying on home-shopping. Fourth, there were significant differences in age and marital status according to impulsive buying. The biggest difference was shown in the 'planned impulsive buying' corresponding to age and in the 'reminder impulsive buying' to marital status.

• 한국유통학회지:유통연구
• /
• 제16권5호
• /
• pp.19-41
• /
• 2011

홈쇼핑은 미래 유통의 꽃으로 불린다. 그중 TV홈쇼핑은 IT기술의 강국인 한국이 산업을 리더 해나가야 한다. 하지만 중소기업은 어렵다. 이는 방통위의 정책 실패에 기인한다고 본다. 이러한 정책실패를 보완하기 위해 국내 선행 연구와 해외 현황을 분석하고 정책에 반영 하고 자한다. 특히 해외 홈쇼핑 현황과 정책 사례를 통해 국내 사업을 전망하고 중소기업을 활성화 되기 위해서 정부 정책으로 보완해야할 사항은 무엇인지 분석하였고 정부가 적극적으로 반영 해야한다고 본다. 일반 PP의 경우 이미 등록제로 되었으며 홈쇼핑 채널도 등록제로 시장에게 맡겨야한다. 채널이 많아짐으로서 공급자인 중소기업은 보다 더 많은 기회를 얻어갈것이며 소비자 입장에서는 적정한 가격으로 상품가격이 안정될것이고 고품질과 다양한 품목을 홈쇼핑을 통해 얻어감으로서 소비자 후생을 증대시킬 수 있을 것이다. 만약 홈쇼핑을 등록제로 당장 하기 힘든 상황이라면 차선책으로 허가제를 더욱 강하게 만 들어 가야한다. 홈쇼핑은 3년마다 재승인 을 받아야 하기에 재승인 조건을 강화 한다면 일부의 문제를 해결 할 것이다.

• 스마트미디어저널
• /
• 제9권1호
• /
• pp.60-66
• /
• 2020

본 논문에서는 블록체인의 분산 ID(DID, Decentralized ID)를 적용하기 위한 생체인증 리모콘(Remote Control, Remocon) 기반의 IPTV 통신사가 다양한 홈 쇼핑 방송사와 연동하는 FIDO(Fast IDentity Online) 거래인증 플랫폼을 제안한다. 이때, DID 기반의 스마트 리모콘은 개인 식별을 위한 생체인식 기법을 적용한다. 이러한 개인별 DID 스마트 리모콘은 분산 ID 블록체인을 적용함으로서, 홈 쇼핑 시청자가 채널 변경정보의 분석을 통해 신뢰성 높은 시청률 조사를 가능하게 한다. 아울러, 스마트 리모콘은 홈쇼핑 채널에서 상품구매 정보이력을 활용함으로서, IPTV의 홈 쇼핑 시청자가 다 채널에서 방송된 동일 상품정보를 블록체인 기법으로 공유 및 제품 특성을 비교할 수 있게 된다. 이로써 홈 쇼핑 시청자가 FIDO2.0 거래인증의 확인을 위한 실시간 온라인 접속결과를 확인함으로서, IPTV 통신사는 다수의 홈 쇼핑 방송사와 시청자용 DID 스마트 리모콘을 통해 홈 쇼핑 주문/결제 정보를 원스톱(One-stop)으로 처리할 수 있다. 또한, IPTV 통신사는 FIDO 거래인증 플랫폼을 통한 홈쇼핑 고객의 편익과 방송사의 결제부담을 경감하는 효과를 기대할 수 있다.

• 대한가정학회지
• /
• 제41권6호
• /
• pp.131-142
• /
• 2003

Consumer researchers' growing interest in consumer experience has revealed that many consumption activities produce both hedonic and utilitarian outcomes. The personal shopping value also has both hedonic and utilitarian dimension. This article describes the effect of socio-economic variables and materialism on hedonic and utilitarian shopping value. 820 middle, high and college students in Seoul and Ulsan were surveyed. A moderate degree of positive intercorrelation between hedonic and utilitarian shopping value support the trend of consumption ambivalence. Materialism is positively related to hedonic and utilitarian shopping value. While age is negatively related to utilitarian shopping value, it is unrelated to hedonic shopping value. The mean scores of hedonic and utilitarian shopping value in Ulsan is higher than in Seoul.

• 한국유통학회지:유통연구
• /
• 제13권3호
• /
• pp.27-54
• /
• 2008

본 연구는 가정 내 유통업체(In-home shopping channel)의 다채널 고객관리에 시사점을 제공하기 위하여 가정 내 쇼핑채널로서 TV, 카탈로그 및 인터넷 쇼핑채널 간 소비자의 정보탐색과 구매행동과의 관계를 고찰하였다. 가정 내 쇼핑채널들의 정보탐색과 구매행동과의 관련성을 채널 내 고객 고정(channel lock-in)과 채널 간 시너지(cross-channel synergy)로 구분하여 영향력을 비교 평가하였다. 이를 위하여 1개월 동안의 가정 내 쇼핑채널 이용에 대한 자료를 345명의 가정주부를 대상으로 수집하였다. 소비자의 구매채널 이용행동을 선택, 빈도 및 지출행동으로 구분하여 분석을 수행만 결과 가정 내 쇼핑채널 간 정보탐색과 구매행동 간에는 높은 채널 내 고객 고정 효과가 나타나고 있으며 낮은 채널 간 시너지 효과가 나타나고 있었다. 또한 TV 채널의 경우 카탈로그와 인터넷 채널 간 대체성이 나타나는 반면에 카탈로그와 인터넷 채널은 보완성이 나타나고 있다. 이러만 결과는 가정내 다채널 유통기업에게 채널 간 조정과 통합 및 고객관리에 많은 시사점을 제공하고 있다.

• 대한가정학회지
• /
• 제40권4호
• /
• pp.85-103
• /
• 2002

The purpose of this study is to examine determinant to purchase decisions by consumers using the home shopping of cable TV. For the purpose accomplishment, this researcher surveyed demographic characteristics of cable TV users to determine what differences in types of goods purchased by the users were made in accordance with the characteristics. Findings from the study may be reflected in bisiness policies seeking the fulfillment of consumer needs, and be used as a basic information for the establishment of consumer policies pursuing increased qualities of consumption life by providing information on goods shown through the of home shopping on cable TV. The result of the study can be summarized as follow. First, purchased goods were greatly different in their types depending on demographic characteristics of consumers such as gender, marital status, age, educational backgrounds, income and jobs. Second, experiential characteristics of cable TV users including holding or non-holding credit cards, main channels used, the main time of watching cable TV and purchase frequency per year contributed to differences in types of purchased goods. Third, factors influencing purchase decisions were somewhat different according to types of goods. However, previous purchase experiences were most influential irrespective of the types. The result as described so far suggests that previous purchase experiences by consumers raised their chances of repurchase by removing possible risks perceived by consumers. Based on the result as above, the researcher would make the following conclusion. First. companies operating the of home shopping on cable TV should increase satisfaction by consumers by providing reliable goods and information to them. In this sense, those companies need to establish marketing strategies that vary according to demographic characteristics of consumers and at the same time provide product information necessary for fulfilling consumers' requirements. Second, consumers should be moderate in the use of credit cards to avoid unplanned purchases via home shopping on cable TV and have some knowledge to solve problems related to goods and to the use of credit cards.

• 한국경영과학회:학술대회논문집
• /
• 한국경영과학회 2001년도 추계학술대회 논문집
• /
• pp.180-183
• /
• 2001

Direct marketing in the form of Internet Commerce and TV Home Shopping became the focus of concern for Korean companies. Despite the importance of research in these interactive systems, few studies have been performed on the consumer behavior in TV Home Shopping. This study explores what factors consumers perceive critical in these interactive systems, and analyzes the difference in consumer perception with respect to these critical factors.

• 복식
• /
• 제50권5호
• /
• pp.91-102
• /
• 2000

The purposes of this study are to determine dimension of apparel expectations. performances and service quality of home shopping and thereby, to analyze effect of apparel commodities dimension (expectations, performances, disconfirmation and satisfaction) and service dimension (service quality and satisfaction) on repurchase intention. The subject were 351 women in the age of twenty to sixty years old who live in Seoul and the suburban of Seoul. The results of this study can be summarized as follows : 1. It was found that home shopping consumers' expectation and performance with apparel commodities were classified 3 factors. On the other hand, the dimensions of service quality were found to have such 3 factors as convenience reliability, personal factor, and apparel one. 2. More frequent users of home shopping scored more on average than less frequent users in terms of service quality, service satisfaction and intention of repurchase. On the other hand, the cable TV users scored more on average than catalogue users In terms of service quality and intention of repurchase. 3. It was found that consumers' intention of repurchase of home shopping were affected by such variables as discofirmation and satisfaction with apparel commodities, service quality and service satisfaction. While less frequent users were affected by disconfirmation and service quality, more frequent users were affected by such variables as apparel commodities satisfaction, service quality and service satisfaction. Meanwhile, both cable TV and catalogue users were found to be affected by service quality and service satisfaction.