초록 열기/닫기 버튼
본 연구는 양방향 광고를 통한 구매행동의 구매 후 영향과 향후 구매의사에 영향을 미치는 영향을 미디어 대체가설과 확산이론을 토대로 조사하고자 하였다. 실제 T-commerce를 경험한 소비자 200명을 대상으로 전화조사를 실시한 결과, T-commerce 경험 후에는 TV홈쇼핑과 인터넷 쇼핑 구매건수가 감소하는 것으로 나타났다. Tcommerce 이용 만족도와 데이터 방송 이용 시간이 향후 T-commerce를 통한 구매의사에 정적인 영향을 미치는 것으로 나타났다. T-commerce에 대한 평가(긍정적, 부정적 평가), TV 시청시간, 인구통계적 특성은 향후 Tcommerce를 통한 구매의사에 미치는 영향이 발견되지 않았다.
The purpose of this study is to research the effects of decision making on buying and buying behavior after buying on the basis of media substitution hypothesis and diffusion theory. The method of research was telephone survey and 200 consumers who have experienced Tcommerce was surveyed. In a result of this research, the number of buying in TV home shopping and internet shopping after experiencing T-commerce was declined. The Tcommerce satisfaction and the time using data broadcasting was in positive relation with decision making of buying with T-commerce. The evaluation of T-commerce, the time viewing TV, and the demographic factors were not related with decision making of buying with future’s T-commerce.
The purpose of this study is to research the effects of decision making on buying and buying behavior after buying on the basis of media substitution hypothesis and diffusion theory. The method of research was telephone survey and 200 consumers who have experienced Tcommerce was surveyed. In a result of this research, the number of buying in TV home shopping and internet shopping after experiencing T-commerce was declined. The Tcommerce satisfaction and the time using data broadcasting was in positive relation with decision making of buying with T-commerce. The evaluation of T-commerce, the time viewing TV, and the demographic factors were not related with decision making of buying with future’s T-commerce.
키워드열기/닫기 버튼
Two-way TV Advertising, T-commerce, Media Substitution Hypothesis, Diffusion theory, Home shopping
