통신판매에 의한 코디네이션용 패션잡화 구매시 추구이점 및 위험부담

A Study on the Purchasing Accessory from Home Shopping Network: Consumer"s Perception on Risks and Benefits

&nbsp;&nbsp;This study aims at helping to work out marketing strategies through investigation of 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 perceived benefit, the perceived risk 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 benefit of purchasing comfort was significantly different according to age, academic background, monthly income, residence and marital state. The benefit of gaining and comparison of information was so according to academic background, information service provider, residence and marital state. The benefit of the comfort not to visit shop was so according to age, residence and marital state. The benefit of the efficiency for home shopping network was so according to age, monthly income and residence. The benefit of the comfort for cost reduction and ease to pay was so according to academic background, monthly income, information service provider and residence<BR>&nbsp;&nbsp;(2) The risk for goods was significantly different according to academic background, occupation, monthly income, information service provider and marital state. The risk for credit and finances was so according to age, academic background, occupation, monthly income and marital state. The risk for delivery and repayment was so according to occupation. The risk for the inefficiency for home shopping network was so academic background, occupation, residence and double income state.