Journal of Family Resource Management and Policy Review (가족자원경영과 정책)

Korean Family Resource Management Association (한국가족자원경영학회)
권호 표지

Full-time Housewives' Addictive Buying in TV Home shopping

전업주부들의 TV홈쇼핑 중독구매성향에 관한 연구

  • Joung Soon- Hee (Dept. of Consumer Science & Human Development, Ewha Womans Univ.) ;
  • Lee Cho-In (Dept. of Consumer Science & Human Development, Ewha Womans Univ.) ;
  • Cha Kyung-Wook (Dept. of Family Culture & Consumer Science, Sungshin Women's Univ.)
  • 정순희 (이화여자대학교 소비자인간발달학과) ;
  • 이초인 (이화여자대학교 소비자인간발달학과) ;
  • 차경욱 (성신여자대학교 가족문화소비자학과)
  • Published : 2004.12.01
Download PDF
⟨ Previous Next ⟩

Abstract

This study compared full-time housewives' propensity for TV home shopping addiction by different socioeconomic, psychological, and purchase-related characteristics. And it identified the factors that influenced full-time housewives' TV home shopping addiction. The data were obtained from a questionnaire completed by full-time housewives (n=225) lived in Seoul and were analyzed by t-tests, ANOVA, and a multiple regression analysis. The findings of this study were as follows: First, full-time housewives' propensity for TV home shopping addiction was higher in the relatively old aged group. Those who graduated from graduate schools had lower scores in the scale of TV shopping addiction. Also, middle income group showed higher propensity for addictive buying. Second, the propensity for TV home shopping addiction was higher among those who had low self-esteem, who had higher level of empty self Also, those who had experienced material compensations as a child showed higher propensity for addictive purchase. Third, the propensity for addictive buying in TV home shopping was higher among those who had higher propensity for materialism, who took a serious view of markers or friends. Those who abuse their credit cards were more likely to have TV home shopping addiction.

Keywords