Journal of the Korean Home Economics Association 2004;42(3):105-118.
CATV 홈쇼핑에서의 충동구매 자극 요인과 구매 경험과의 관련성
The Relationship between Impulsive Buying Stimulus and Buying Experience in Cable TV Home Shopping
서미정, 김혜선
한국부인회 전남지부,순천대학교 소비자 가족·아동학과
ABSTRACT
Cable TV Home Shopping is one of the popular distribution channels in modem society because of purchasing convenience and saving in shopping time. However, in spite of these advantages, there are some problems because of marketing strategies of many Cable TV shopping companies which stimulate impulse purchases. This study is aimed to find the relationship between buying experience and reaction to impulsive buying stimulus. This study can give a valuable insight in consumer education regarding impulsive purchase behavior in Cable TV home shopping. Study results can also give useful information on the direction of consumer campaign and consumer protection policies. The data was collected by using a questionnaire and the final 496 cases were analyzed by SPSS Win 10.0 program. The major finding were that: 1. Younger, more educated and unmarried consumers tend to response more to impulsive purchasing stimulus. 2. consumers with higher response to impulsive purchasing stimulus had more buying experience, higher shopping frequencies and spent more money in Cable TV home shopping than consumers with lower response. These study results showed that there are some relationship between impulse purchasing stimulus and buying experience in Cable TV home shopping. Therefore, Cable TV Home Shopping companies should provide correct information to the consumers, so they can make resonable decisions. And the consumers should also try to restrain themselves from purchasing impulsively. A law that will regulate all false or exaggerated ads should be provided. To reach righteous and beneficial home shopping culture for both consumer and companies, all these means should be cooperated.
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