• Fashion & Textile Research Journal
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• v.6 no.3
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• pp.321-328
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• 2004

The purpose of this study were to investigate the differences of shopping value, promotional affects and product characteristics between buyers and non-buyers, and to examine the most influenced variable on purchasing behaviors of fashion products in CATV home-shopping. We collected data from 595 consumers related to CATV home-shopping in Busan. Data were analyzed by factor analysis, t-test, ${\chi}^2$-test and discriminant analysis. Results showed that there are significant differences between buyers and non-buyers of shopping value demographic characteristics, promotional affects and product characteristics. Especially, shopping value perceived by consumers(e.g., practical value and hedonic value) and product characteristics(e.g., response of others) discriminated whether consumers purchased the fashion products of CATV home-shopping or not. We discussed the implications of results to encourage the purchasing behavior of fashion products in CATV home-shopping.

• Journal of the Korean Home Economics Association
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• v.39 no.11
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• pp.145-160
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• 2001

The purpose of this study was to classify consumer groups according to shopping attitude and analyze buying intention and evaluation criteria of apparel product, opinion to CATV home shopping among consumer groups. The subjects of this study were 270 women living in Chonbuk and Chonnam regardless their experiene in CATV home shopping. For data analysis frequency, percentage, mean,1-test, factor analysis, Cluster Analysis, Duncan Multiple Range test, were conducted. The results were as follows; First, the type of shopping attitude were classified into the following subdivisions: merchandise assortment oriented type, adventure oriented type, indifferent type, economy oriented group, recreational oriented group. Second, shopping attitude were shown to have the significant differences according to education, the structure of family, working in double hamess. Third, the significant differences among the classified shopping attitude groups were found in buying intention, evaluation criteria of apparel product, and opinion to CATV home shopping.

• Journal of Distribution Research
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• v.7 no.2
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• pp.69-87
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• 2003

Using a framework of the relational exchanges in relationship marketing, this study analyzed success factors of domestic CATV home shopping market which has rapidly grown recently. In order to carry out this analysis, the current status of domestic CATV home shopping market and the operational strategies of relationship marketing by the concerning enterprises were examined. More specifically, the exchange partners that have exchange relationship with domestic CATV home shopping companies were classified into the end-users, manufacturing companies, logistics and parcel delivery companies, SO companies, and other related industries, and then the operational strategies of relationship marketing for each partner were analyzed.

• The Research Journal of the Costume Culture
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• v.9 no.3
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• pp.343-356
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• 2001

The purpose of this was to classify consumer groups according to the life styles and analyze buying intention and evaluation criteria of apparel product, opinion to 4p\`s aspect among consumer groups. And it was to clarify relationships between the experience of CATV home shopping and buying intention and evaluation criteria of apparel product, opinion to 4p\`s aspect. The subjects of this study were 270 women living in Chonbuk and Chonnam regardless their experience in CATV home shopping. For data analysis, frequency, percentage, mean, t-test, factor analysis were conducted. The results were as follows; First, the type of life style were classified into the following subdivisions: products confirmed type, price-quality regarded type, time regarded type, new product regarded type. Second, the significant differences among the classified life style groups were found in buying intention, evaluation criteria of apparel product, and opinion to 4p\`s aspect. Third, there were significant differences in buying intention, evaluation criteria of apparel product, and opinion to 4p\`s aspect according to TV home shopping experience.

• Journal of Distribution Research
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• v.7 no.1
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• pp.21-40
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• 2002

The purposes of this study were to examine the conceptual structure of consumer characteristics and marketing elements affecting impulsive buying behavior of the CATV home-shopper on fashion products, and to compare the differences of consumer characteristics and marketing elements between impulsive buying shoppers and non-impulsive buying shoppers in CATV home-shopping. We collected data from 263 females of CATV home-shoppers in Busan. Data were analyzed by factor analysis, t- test, $\chi$2-test, and discriminant analysis. The results showed that the exploratory tendency of CATV home-shoppers was consisted of Patronage-orientation, and Product- orientation. The marketing elements perceived by CATV home-shoppers were composed of Promotion, Product and Payment method. There were differences of consumer characteristics and marketing elements between impulsive buying shoppers and non impulsive buying shoppers. Especially, impulsive tendency of shoppers and promotion factor of marketing were significant variables in the impulsive buying behavior of CATV home-shopping. The results provide information about impulsive buying behavior in CATV home-shopping, useful to consumer behavior researchers and retailers.

• Journal of Family Resource Management and Policy Review
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• v.8 no.1
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• pp.61-78
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• 2004

The purpose of this study was to compare the consumers' satisfactions between those who prefer internet shopping and those who prefer CATV home shopping. This study examined both on-purchase satisfactions and post-purchase satisfactions. For on-purchase satisfactions, this study investigated informational satisfactions, convenience satisfactions, and price satisfactions, and for the post-purchase satisfactions, it examined overall satisfactions, delivery-related, and exchange or refund related satisfactions. The data(n=376) were obtained from a questionnaire. The data included 185 consumers of internet shopping, and 182 consumers of TV home shopping, and were analyzed by t-tests or chi-square test to compare those consumers' characteristics and satisfactions. The findings of this study are as follows: First, men aged 20s and those who had higher education, higher incomes were more likely to prefer internet shopping. Second, those who like TV home shopping were likely to search just one channel and to use less than 30 minutes to decide to purchase. Third, generally, those who prefer internet shopping showed higher scores of on-purchase satisfactions, and overall post-purchase satisfactions. However, TV home shopping consumers had higher scores of delivery-related satisfactions.

• Journal of the Korean Society of Costume
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• v.56 no.8 s.108
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• pp.138-147
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• 2006

This study tried to research on clothing styles of show hostess in the cable television home-shopping network program. Especially, show hostess's clothing styles were classified into 5 sections according to selling products, that is baby goods, insured goods, underwear, bedclothes and beauty goods. item is examined 7 levels by texture, color, clothing item, fashion image, fashion trend, fashion type, and fashion silhouette. The results showed that significant correlations between show host's clothing and selling products. The another findings of this study is that show hostess's clothing is aimed at the taste of main consumer such as housewife. Conseguently this study reaffirms the importance of the shopping hostess's clothing influnce according to selling products's characteristics.

• Journal of the Korean Home Economics Association
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• v.42 no.3
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• pp.105-118
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• 2004

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.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.11
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• pp.1669-1679
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• 2008

This study examined what differences were shown in the types of impulsive buying according to consumers' viewing circumstance, previous purchasing experience, and demographic factors on CATV home-shopping. For this study, data were obtained from adult women in twenties to fifties who have frequently viewed CATV home-shopping. The questionnaire was composed of three sections; characteristics of home-shopping usage, behaviors of impulsive buying and demographic factors. Data from 403 questionnaires were used for the statistical analysis. The results of this study were as following. First, four factors of impulsive buying types were identified. Second, differences in impulsive buying according to viewing circumstance of TV home-shopping were significant. New products were easily accepted by consumers who were reminded of previous needs with more viewing time and frequent viewing chances. Also, differences in impulsive buying according to the reason of viewing were meaningful only for the 'reminder impulsive buying. Third, consumers with more previous purchase experiences had higher reminder impulsive buying on home-shopping. Fourth, there were significant differences in age and marital status according to impulsive buying. The biggest difference was shown in the 'planned impulsive buying' corresponding to age and in the 'reminder impulsive buying' to marital status.

• Proceedings of the Costume Culture Conference
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• 2001.04a
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• pp.65-65
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• 2001