토탈 코디네이션을 위한 패션소품의 통신판매 태도 연구

A Study on the Consumer"s Attitude of Accessory Home Shopping Network for Total Coordination

&nbsp;&nbsp;This study aims at helping to work out marketing strategies through investigation of the consumer&quot;s attitude and the current status of accessory home shopping by demographic characteristics.<BR>&nbsp;&nbsp;The questionnaire used in this study as a measurement tool was composed of 3 parts such as the attitude, the current status and demographic variables.<BR>&nbsp;&nbsp;The subjects were aged from 20 to 59 years old. Among 400 copies of questionnaire (200 from seoul, 200 from chonbuk), only 337 copies were used for the data analysis.<BR>&nbsp;&nbsp;The results of analysis were as follows;<BR>&nbsp;&nbsp;(1) The degree of favor toward accessory home shopping was significantly different according to information service provider and residence. The receiving urge for catalogue was so according to information service provider, residence and marital state. The degree of information search was so according to age, academic background and residence. The purchasing intention for hand bags, bags and wallet was so according to age and academic background. The purchasing intention for shoes was so according to age, academic background and double income state.<BR>&nbsp;&nbsp;(2) The first information source was significantly different according to age, academic background, residence, occupation, monthly income and information service provider. The experience of home shopping network was so according to residence and information service provider. Using media for those who had experienced home shopping network was so according to residence and information service provider. Using media for those who had not experienced home shopping network was so according to age, academic background, occupation and information service provider. The motive to use home shopping network was so according to residence, academic background and monthly income. The frequency of receiving catalogue was so age, academic background, residence, marital state, monthly income and information service provider.