홈쇼핑에서 푸드코디네이터의 역할이 소비자 구매행동에 미치는 영향 연구

A Study on Effects of a Role of Food Coordinator to Consumer's Purchasing Behavior on Home Shopping

Nowadays consumer's consumption is changed variously by developed high technology of information network. The representative change of consumer's consumption is 'home shopping' channel on cable TV. Consumer's consumption pattern is intended to be high quality oriented, various, and unique. Every home shopping is trying to induce their customer's interest and show up their products by various ways to satisfy customer's needs on broadcasting home shopping. They hire a special guest for inducing consumer's interest or a food coordinator to set up a table for showing up their products. These efforts show up the image of their products so it is affected consumers to purchase it. Therefore this study shows that consumers don't only consider functions or price of products but also image coordination, various cooking demonstration and practical uses of products when consumers buy it. Food coordinators are working on many fields of our society but it's the beginning step on home shopping as a food coordinator. This study is willing to help other researchers to study a role of food coordinator from now on.