패션비즈니스 (Journal of Fashion Business)
- 제9권5호
- /
- Pages.145-157
- /
- 2005
- /
- 1229-3350(pISSN)
- /
- 2288-1867(eISSN)
TV 홈쇼퍼의 중독구매(中毒購買)에 관(關)한 연구(硏究)
Television Home Shoppers' Addictive Buying Behavior
- 이승희 (성신여자대학교 의류학과)
- Lee, Seung-Hee (Dept. of Clothing & Textiles, Sungshin Women's University)
- 발행 : 2005.12.30
초록
The purpose of this study was to examine factors affecting addictive buying behavior. Two hundred seventy-six female college students who have purchased fashion products through TV home shopping were surveyed. For data analysis, descriptive statistics, Pearson's correlations, multiple regression were used. As the results, higher addictive buying scores were correlated to higher purchasing experience during childhood, family problem, parent's compulsive buying tendency, and friendship. Based on these results, fashion marketing strategies would be suggested. Multiple regression analysis revealed that parent's compulsive buying tendency and friendship were significantly to related to addictive buying. Based on these results, fashion marketing regarding television home shopping would be suggested.
키워드