The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
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TV-Based Commerce Factors Increase Customer Satisfaction Through the Quality Attribute Analysis

TV 기반 상거래(TV Home-Shopping, T-Commerce)의 품질 속성 분석을 통한 소비자 만족도 증대요인 분석

  • Park, Joonyong (Management Information System, School of Business, Hanyang University) ;
  • Shin, Minsoo (Management Information System, School of Business, Hanyang University)
  • Received : 2016.04.05
  • Accepted : 2016.05.13
  • Published : 2016.05.31
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Abstract

Recently, digital broadcasting service is growing as a TV-based commerce market spread. However, in previous studies, many researchers studied TV home shopping and T-Commerce separately each other, and there is little research on the attribute to increase the satisfaction of consumers. In this study, we analyzed the attribute to increase satisfaction of consumer using TV-based commerce, and we propose to the direction to move forward. We selected characteristics of TV home shopping and T-Commerce through previous studies, and analyzed satisfaction of customers with quality attributes of TV-based commerce using KANO model and ASC(Average Satisfaction Coefficient).

최근 디지털 방송 서비스가 확산되면서 TV 기반 상거래 시장이 성장하고 있다. 그러나 기존 연구의 경우, TV 홈쇼핑과 T-Commerce 각각에 관한 연구만이 존재하며, 각각의 연구 역시 소비자의 만족을 높이기 위한 속성에 대한 연구가 부족한 실정이다. 이에 따라 본 연구는 TV 기반 상거래를 통해 소비자의 만족을 증대시킬 수 있는 품질 속성을 분석함으로써, 앞으로 나아가야 할 방향에 대해 제시하고자 한다. 우리는 이를 위해 TV 홈쇼핑 및 T-Commerce의 특징을 선행연구를 통하여 선정하였고, 이를 기반으로 KANO 모델과 ASC를 기반으로 TV 기반 상거래의 고객 품질 속성의 만족도를 분석하였다.

Keywords

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