Research on Purchase Decision Factors to TV Home Shopping Product

The purpose of this research was to suggest purchasing decision factors through understanding of context of purchasing behavior and to figure out variable related to purchasing decision to become purchasing cognition and attitude. By random sampling, 200 were sampled as subject from over 20yrs who lived in seoul area and have purchased Digital-home appliance on TV home shopping. Questionaries data were obtained from all subjects by self-administration method. Result of analysis could be summarized as following. First, 41.5% of response presented 1 time purchasing for every 2-3month. Convenience was a most main reason of TV home shopping presented as 27% of all response. Price average presented 1 hundred thousand won and 15 hundred thousand won presented as 29.5% of all response. Apparel was most popular item presented as 35% of all response. Impossibility of quality confirmation is a most impediment factor presented as 48.5% of all response. Second, analysis of cognition of digital/hame appliance product features and influence of digital/hame appliance product feature to purchasing intention presented as next order; price(3.50), diversity(3.10), brand(3.00). However, quality(2.94) and design(2.00) presented low degree. Price, design, diversity, quality presented difference. Third, Second, analysis of cognition of TV home shopping feature and influence of TV home shopping feature to purchasing of digital/home appliance presents as next order; awareness(3.63), safety of delivery(3.38), safety of transaction(3.28), product test(3.27). Purchasing attention of TV home shopping features presented difference in awareness, safety of delivery, safety of transaction, product test. In oder to vitalize home shopping, Impossibility of quality confirmation should be overcome and reinforcement of brand power should be considered. Also, In order to increase purchase attention of TV home shopping, competitive price strategy, diversity of products and a system to increase product tes