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Effects of TV Viewing Motivation of Home Shopping on Viewing Satisfaction and Purchase Intention
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TV 홈쇼핑 방송의 시청동기가 시청만족 및 구매의도에 미치는 영향

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Type
Academic journal
Author
Journal
Korean Association for Advertising and Public Relations Advertising Research No.100 KCI Accredited Journals
Published
2014.3
Pages
264 - 291 (28page)

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Effects of TV Viewing Motivation of Home Shopping on Viewing Satisfaction and Purchase Intention
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This study explored how TV viewing motivation of home shopping affects viewing satisfaction and purchase intention. Online survey was conducted with 500 viewers of TV home shopping and Exploratory Factor Analysis(EFA) and Confirmatory Factor Analysis(CFA) were employed for data analysis. Results indicate that Viewing Motivation of Home shopping constructed with four factors, such as ``buying goods``(a ＝.908), ``getting knowledge``(a＝.871), ``killing time``(a＝.758), and ``likability to shopping host``(a＝.758). Three factors - ``buying goods``, ``getting knowledge`` and ``likability to shopping host`` - significantly affected viewing satisfaction; whereas, two factors - ``buying goods``, ``getting knowledge`` - significantly affected purchase intention. Viewing satisfaction showed moderating effect in the three paths of ``buying goods``→``viewing satisfaction``→``purchase intention’, ‘getting knowledge``→``viewing satisfaction``→ ``purchase intention’, and ``likability to shopping host``→``viewing satisfaction``→ ``purchase intention’. In sum, factors of TV viewing motivation except "killing time" significantly affect purchase intention moderating by viewing satisfaction.
#TV 홈쇼핑 #이용과 충족 #TV 시청동기 #시청만족 #구매의도 #V home shopping #Uses & # gratification #Viewing Motivation #Viewing satisfaction #Purchase intention

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References (55)

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1. [학술지(정기간행물)] - 고경진 / 2012 / CATV 유럽프로축구 중계방송 진행자의 역할 특성에 따른 시청몰입과 시청만족에 관한 연구 / 한국체육학회지 51 (1) : 207 ~ 218 google schola 2. [학술지(정기간행물)] - 김영문 / 2003 / 홈쇼핑 매체별 이용 특성 및 만족도 비교 연구 -인터넷 쇼핑몰 및 케이블 TV 홈쇼핑을 중심으로- / 경영연구 17 (2) : 63 ~ 88 dbpia 3. [학술지(정기간행물)] - 김정기 / 2005 / 텔레비전 등장인물과 청소년 시청자의 의사(擬似)인간관계 / 한국방송학보 19 (1) : 255 ~ 285 dbpia 4. [학술지(정기간행물)] - 김정기 / 1996 / 텔레비전 선거관련 정치뉴스의 이용과 효과 연구: 1996년 15대 국회의원 선거와관련하여 / 의정연구 3 : 155 ~ 190 google schola 5. [단행본] - 김정기 / 1999 / 수용자의 반란에 대한 인식: 이용과 충족 연구의 관점 / 커뮤니케이션북스 : 51 ~ 82 google schola

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