Abstract
As the real time-viewing of broadcasting channels decreases, scholars get more interests on the watching behavior of the home shopping channel as resources for sustainable profits of MVPD. With an easy access to home shopping channel of the subscribers, TV home shopping channel reinforces its presence as a program provider and a distribution channel. This study analyzes how hannel search pattern and viewing motivations of home shopping channel influence on viewing amount of home shopping channel, and then, influence of viewing amount and purchasing motives on the goods purchase in the middle of viewing home shopping channel. On-line survey was conducted to do this analysis. The results show that the elaborated type and the viewer who watch home shopping channel to buy some goods tend to watch home shopping program longer than any other types. The viewing motivations such as information seeking, entertaining factors, habitual viewing, have influence on average viewing amount. Secondly, the viewing amount of home shopping channel, purchasing motive for consumer convenience and purchase satisfaction have a positive influence on purchase frequency. In addition to increasing exposure to viewer by taking a channel between the terrestrial broadcasting channels, providing viewers with more detailed information and entertainment factors enables the home shopping channels to enhance the viewing motive and go to global market.
| Translated title of the contribution | A Study on TV Home Shopping Channel Watching Behavior and Purchase Intention's Effects on the Repurchase of MVPD Subscribers |
|---|---|
| Original language | Korean |
| Pages (from-to) | 36-58 |
| Number of pages | 23 |
| Journal | 한국언론학보 |
| Volume | 58 |
| Issue number | 3 |
| State | Published - Jun 2014 |