TV홈쇼핑을 통한 중소기업제품 구매 결정요인에 관한 연구

One of the policy goals of introducing TV home shopping into the domestic pay-TV market is to provide a smooth outlet for products of small and medium-sized enterprises to the market. However, the supply of small and medium-sized companies' products through TV home shopping has increased, but the visibility of sales performance is not large and there have been few studies on users of SME products.
This study examines the characteristics of users who buy SME products and examines the effect of these characteristics on purchasing products of SME. In other words, we try to identify the characteristics of users by comparing perceptions of SME products, purchasing motives of TV home shopping, and usage behaviors, between buyers and non-buyers of SMEs, and demonstrate empirically how these differences affect SME product purchases. The research model of this study is as follows.
he result shows as follows. In terms of the demographic characteristics of purchasers, male, 50’s, and married user’s rate is higher than those of non-purchasers. It means that the utility of SME products was higher in the users who had to consider household finances.
In addition, we examined whether there are differences in the characteristics of users between SMEs purchasing and non-purchasing groups through the TV home shopping in terms of SME product perception, TV home shopping purchase motive, and utilization behavior.
As a result, it was found that SME product purchase group perceived the necessity of SME support more than non-purchase group in general attitude. There was no significant difference between the two groups in the perception of quality, reference group, and self image of SME products. The motivation for purchasing through TV home shopping was that SMEs purchasing products were more price competitive in terms of shopping economics.
The purchase motivation of shopping convenience and shopping efficiency did not show statistically significant difference between the two groups. In terms of TV home shopping use behavior, SME product purchasing group was higher emotional / impulsive use behavior or rational use behavior than non-purchasing group.
After examining the determinants of purchasing SME products on the basis of these discriminatory characteristics, it was found out that the general attitude and rational use of TV home shopping use were statistically significant factors. In other words, it was found that the users who are rational users with the awareness that they should help SMEs are likely to purchase SME products.
Therefore, it is necessary for SMEs to find a way to improve their awareness while instilling a positive image so that TV home shopping users will be aware of the need to help SMEs when establishing a product sales strategy. In addition, price competitiveness of SME products can be an effective business strategy to improve short-term sales performance. However, in order to increase the purchase rate of SME products by reasonable users, a strategy to prioritize quality competitiveness should be sought in the long run.
The academic significance of this study is to investigate the usage behavior of TV home shopping users as an outlet for SME products, one of the main purpose of TV home shopping. There has been very little awareness of consumer products and little research on SME products, and there has been little access to consumption levels for SMEs sold through TV home shopping. In this study, it can be seen that SMEs can refer to product sales strategy through TV home shopping by showing one aspect of purchase behavior of SME products through TV home shopping.
In addition, SMEs tend to emphasize price competitiveness more than quality, but this study shows that SME buyers are more likely to make a purchasing decision based on a rational criteria. This suggests that if TV home shopping products wants to sell the products of SMEs, they should secure more quality competitiveness than prices.
Finally, as a limitation of this study, we did not consider various factors such as differences in product attributes, TV home shopping viewing amount, or preference of TV home shopping. Therefore, in the subsequent study, it is possible to expand scope of the determinants of purchasing products of SMEs by dealing with factors that are not covered in this study. And it is not possible to exclude the possibility that the respondent did not know SME products clearly. This can lead to errors in the results. Also, in the following study, it is necessary to study the relationship between the satisfaction of SME products and purchasing intention so that it will be helpful to establish sales strategy for SMEs. In addition, it is necessary to fill out questionnaire so that respondents can clearly recognize SME products.