Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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TV Home Shoppers' Compulsive Buying: Shopping Orientation & Marketing Promotion Variables

TV 홈쇼퍼의 강박구매에 관한 연구: 쾌락적 쇼핑성향과 마케팅 자극 요인을 중심으로

  • Published : 2009.12.30
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Abstract

The purpose of this study was to investigate TV home shoppers' compulsive buying, focused on shopping orientation and marketing promotion variables. Four hundred one female home shoppers who have purchased fashion products through TV home shopping. For data analysis, descriptive statistics, factor analysis, t-test, and Cronbach's Alpha were used in this study. The results were as follows: First, approximately 17% of respondents were revealed as compulsive buyers. Second, for shopping orientation instrument, three factors of shopping orientation were found and labeled as 'indifferent', 'hedonic', and 'economic' factors. Third, compared to non-compulsive buyers, compulsive buyers had higher hedonic scores. Finally, compulsive buyers considered marketing promotion variables such as show host, scarcity sales, gift events as important factors for their purchasing than non-compulsive buyers. Based on these results, it would provide TV home shopping marketers efficient and social responsible marketing strategies.

Keywords

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