TV홈쇼핑 채널특성이 만족도 및 재구매 의도에 미치는 영향－뷰티상품을 중심으로－

The Effects of TV Home Shopping Channels Trait on Consumers’ Satisfaction and Intention of Repurchase－Focus on Purchasing Beauty Products－

This paper aimed to identify the purchase status of beauty goods sold in TV home shopping channels in Korea at present targeting the female adults who had the experience in watching TV home shopping programs and empirically identify the impact of features and usage motivation of TV home shopping channels on the customers’ satisfaction and intention of repurchase. The subjects were 300 female adults from 20s to 50s living in Gwangju Metropolitan City who satisfied the requirements applied in the preliminary survey from Sep. 20 to 30, 2015. 300 questionnaires were distributed and 290 copies were collected. 284 copies were used for final analysis except 6 copies with incomplete answers. The data analysis adopted SPSS for windows 18.0 statistics package. Moreover, frequency analysis, factor analysis, reliability analysis, multiple response analysis, correlation analysis and multiple regression analysis were executed for verifying the predefined assumptions. The analysis results are summarized as follows. The features of TV home shopping channels were classified into two factors; delivery and refund service, and channel awareness. The features of TV home shopping channels had statistically significant positive impact(+)(p<.001) on the intention of repurchase in general. In addition, consumers’ satisfaction was classified into 3 factors; price and service satisfaction, convenience satisfaction and delivery satisfaction. The features of TV home shopping channels had statistically significant positive impact(+)(p<.001) on the consumers’ satisfaction. Finally, the consumers’ satisfaction of TV home shopping channels had the statistically significant positive impact(+)(p<.001) on the intention of repurchase.