• 한국콘텐츠학회논문지
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• 제11권8호
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• pp.311-320
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• 2011

본 연구는 TV홈쇼핑의 상품판매를 위해 쇼호스트가 전달하는 다양한 메시지 분석을 통해 쇼호스트의 구매설득커뮤니케이션 전략을 파악하고자 한다. 무엇보다도 홈쇼핑 판매의 양대산맥인 유형상품과 무형상 품에서의 그것을 비교분석함으로써, 그 차이점과 공통점을 발견해 향후 보다 세련된 연구와 전략 수립의 기초가 되고자 한다. 두편의 해외여행상품, 등산복, 호두 판매방송 각1편씩을 선정해, 언어수사적내용분석 방법을 적용한 결과, 유, 무형재 상품에서 공히 <상품매력성강조전략>, <가격매력성강조전략>, <희소성소구전략>이 집중적으로 사용되고 있음이 밝혀졌다. 반면 <사회적증거제시전략>, <긍정적소비가치소구전략>, <구매안전성소구전략>은 무형재 상품의 판매만에서 크게 중용되고 있었다. 본 연구는 다양한 상품군을 포괄하지 못하고 네편의 방송만을 분석대상으로 한 한계점을 안고 있다. 연구결과를 바탕으로, 향후 각 전략들이 어떤 효과를 발휘하는지를 파악할 수 있는 경험적 연구 및 실험적 연구가 나오는데, 본 연구가 이론적 초석으로 작용하고자 한다.

• 대한가정학회지
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• 제45권2호
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• pp.63-75
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• 2007

The purpose sof this study was to examine consumer's addictive buying through the TV home shopping, focused on materialism, show host and credit card use consumer. Two hundred four female consumers who had purchased fashion items in TV home shopping had participated for this study. For data analysis, descriptive statistics, factor analysis, t-test, and multiple regression were used for the study with SPSS 12.0 program. The result were as follows. First, the addictive buying group was 13.2% among respondents while non-addictive buying group was 86.8%. Second, materialism was classified into 3 factors: happiness, success and possessiveness. Show host was classified into 3 factors such as visual presentation, image and communication skill. Credit card was classified into 3 factors: sales promotion, late payment and method payment. Results of multiple regression revealed that happiness and possessiveness from materialism, credit card late payment, and show host communication skill were significantly related to addictive buying. Based on these results, this study would provide fashion marketing strategies for reasonable and reasonable consuming culture, since addictive buying has been not only individual problem but also social problem. Based on these results, this study would provide fashion marketing strategies for reasonable and reasonable consuming culture, since addictive buying has been not only individual problem but also social problem.