TV 홈쇼핑에서의 쇼핑성향에 따른 위험지각과 화장품 구매행동에 관한 연구

A Study on the Risk Perception and Cosmetics Purchasing Behavior according to Shopping Orientation in TV Home Shopping

This paper aims to analyze the shopping orientation of female consumers in their 20's purchasing cosmetics via TV home shopping, accompanying risk perception, and cosmetic purchasing behaviors. The analysis results are described below: 1. Four shopping orientation elements purchasing cosmetics via TV home shopping are luxury brand shopping orientation, brand loyalty shopping orientation, systematic search shopping orientation, and impulsive shopping orientation. 2. The risk perception related to purchasing cosmetics via TV home shopping had three elements: quality risk perception, delivery risk perception, and payment method risk perception. 3. In accordance with the classification on consumer type focusing on shopping orientation elements in TV home shopping, there are three classes: systematic brand loyalty group, progressive shopping orientation group, and positive shopping orientation group. 4. For the risk perception by shopping orientation type in TV home shopping, the risk perception on quality or delivery showed a significant difference. 5. The analysis of the purchasing behavior difference by shopping orientation type found a significant difference in purchasing time priority (**p≤.01), number of watching TV (*p≤.05), and preferred channel (**p≤.01) by shopping orientation type. 6. For the correlation between shopping orientation and risk perception, luxury brand shopping orientation (p≤.01), systematic search shopping orientation, and impulsive shopping orientation (p≤.05) showed a correlation in all risk perception elements.