TV home shopping, one of the numerous shopping channel in new media is rapidly growing in the market. TV home shopping is the new paradigm of consumption medium, and is the new type of consumption that consumers rather get necessary product informatio... TV home shopping, one of the numerous shopping channel in new media is rapidly growing in the market. TV home shopping is the new paradigm of consumption medium, and is the new type of consumption that consumers rather get necessary product information through TV or smart phone and purchase than visiting the store to try it. Also, the development of consumption culture has led TV home shopping deeply into our lives, and the growing TV home shopping industry has changed the consumption culture of the modern society. The increasing channels of TV home shopping are in fierce competition to differentiate their own program style. One of the popular styles is to invite celebrity as a show guest with a show host to advertise products. Kim Seong Il stylist from GS Home Shopping, Seo Soo Gyeong from Hyundai Home Shopping do broadcast with show host and advertises unique and trendy fashion goods to attract young consumers. Because celebrity show guest not only is a helper of the host, but also as a show guest with their name and face, their influences are getting stronger. TV home shopping consumers purchased goods based on its quality, but also on the host or guest they prefer. For example, Kim Seong Il stylist from GS Home Shopping or Seo Soo Gyeong stylist from Hyundai Home Shopping are the professional show guests of fashion goods who broadcast with show hosts and give professional explanation about the goods. They attract the consumers and lead young consumers to purchase. The home shopping program with show host and professional guest make the goods more trendy and professional and increases preference, satisfaction and repurchase intention of the goods sold through home shopping. Therefore, the study has analyzed the influence of favorability factors such as credibility, professionalism, attractiveness of show host and guests to consumer's preference for fashion goods, satisfaction and repurchase intention based on the previous studies. This is to examine the purchase intention of consumer by the characteristics of show host and guest and to provide fundamental material for the business management of TV home shopping companies. The survey had been conducted and the data had been collected from 20∼59 year old female consumers with experience of purchasing fashion goods through TV home shopping in Seoul and Gyeonggi region. The questionnaire was developed by the author and the total 268 copies was used in analysis. The collected data was processed through SPSS 18.00 for analysis. As for the analysis method, frequency analysis, factor analysis, credibility analysis, multiple regression analysis was utilized. The analysis results are as follows. First, likability for home shopping show host had significant positive influence on preference of fashion goods, purchase satisfaction and repurchase intention. Second, preference for fashion goods introduced by show host had significant positive influence on purchase satisfaction and repurchase intention. Third, preference for fashion goods, purchase satisfaction of goods introduced by show host had significant influence on repurchase intention. Fourth, likability for home shopping show guest had significant positive influence on preference for fashion goods, purchase satisfaction and repurchase intention. Fifth, preference for fashion goods introduced by show guest had significant positive influence on purchase satisfaction and repurchase intention. Sixth, preference of fashion goods introduced by show guest had significant positive influence on purchase satisfaction and repurchase intention. When integrating the study results, likability for TV home shopping show host and guest had significant positive influence on preference forf fashion goods, purchase satisfaction and repurchase intention. In conclusion, it was confirmed that likability for (professionalism, credibility, attractiveness) TV home shopping show host and guest is a significant variable to preference for fashion goods, purchase satisfaction and repurchase intention. Therefore, the TV home shopping companies should establish a marketing strategy to increase likability for show hosts and guests (professionalism, credibility, attractiveness). ，韩语论文题目，韩语论文范文 |
