Abstract
Data home shopping is a kind of T-commerce service with traditional TV home shopping, product DB of data broadcasting, and advantages of catalog shopping based on data broadcasting technology. Since the data home shopping service was partially started in 2012, there were no in-depth researches regarding the perception of data home shopping. Therefore in this paper, the traditional TV home shopping and data home shopping is analyzed how the perception is in terms of platform quality, service quality and content quality and what the difference in perception is. To verify this, a questionnaire survey was conducted on TV home shopping and data home shopping 140 workers who have good understanding of data home shopping. The results showed that the difference of platform quality, service quality and content quality between TV home shopping and data home shopping was significant and TV home shopping had better quality. In terms of platform quality, TV home shopping was 3.75 on a five-point scale and data home shopping was 2.93. Service quality was significantly different between TV home shopping (3.60) and data home shopping (3.25). For the quality of contents, TV home shopping had better quality as 3.21 while data home shopping was 2.82. There was no interaction effect in gender, age, position, and work field except between the age and platform quality.
| Translated title of the contribution | A Study on the Difference of Perception between Data Home Shopping and Traditional TV Home Shopping by Home Shopping Workers |
|---|---|
| Original language | Korean |
| Pages (from-to) | 218-232 |
| Number of pages | 15 |
| Journal | 방송공학회 논문지 |
| Volume | 25 |
| Issue number | 2 |
| DOIs | |
| State | Published - Mar 2020 |