TV홈쇼핑과 온라인 쇼핑 이용에 영향을 미치는 요인에 대한 연구 -구매 경험에 따른 차이를 중심으로-

Research Purpose: Understanding the differences in behavior according to TV home shopping and online shopping purchase experiences and the factors affecting the use of such shopping.
Research Methods: Variables that can affect the use of TV home shopping and online shopping were derived through prior research and compared with those who have purchased TV home shopping and online shopping by analyzing survey data of Korean Media Panel Data.
Results in Research: First, depending on the experience of purchasing TV home shopping, the difference between fashion-oriented shopping styles, shopping capabilities using smart devices, and the frequency of mobile simple remittance and OTT use was confirmed. Second, depending on the purchase experience, online shopping has differences in fashion and economic-oriented shopping styles, shopping capabilities for smart devices, and OTT use. Third, while gender and fashion-oriented shopping styles have a positive effect on the frequency of TV home shopping, economic-oriented shopping styles and smart device utilization capabilities have a negative effect. Fourth, the frequency of online shopping use was affected by gender, smart device use, and mobile simple remittance use, OTT use had a negative effect, and both fashion and economic-oriented shopping styles did not affect.
Research Conclusion: TV home shopping needs to develop fashion-related marketing strategies and online shopping needs to diversify mobile simple remittance methods.