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The effect of TV home shopping food product broadcast viewers' flow on consumer attitude, purchase intention, re-watching intention, and recommendation intention
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TV홈쇼핑 식품상품 방송 시청자의 플로우가 소비자태도, 구매의도, 재시청의도, 추천의도에 미치는 영향

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Type
Academic journal
Author
Yae-An Kim (경희대학교) Soo-Bum Lee (경희대학교)
Journal
Korea Tourism Research Association International Journal of Tourism and Hospitality Research Vol.35 No.9 KCI Accredited Journals
Published
2021.9
Pages
181 - 195 (15page)
DOI
10.21298/IJTHR.2021.9.35.9.181

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The effect of TV home shopping food product broadcast viewers' flow on consumer attitude, purchase intention, re-watching intention, and recommendation intention
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Research history (4)

2021

The effect of TV home shopping food product broadcast viewers’ flow on consumer attitude, purchase intention, re-watching intention, and recommendation intention
Yae-An Kim ,  Soo-Bum Lee International Journal of Tourism and Hospitality Research 2021.09 Academic journal
The effect of tv home shopping food product demonstration characteristics on flow and purchase intention
Kim ,  Yae-An ,  Lee Korean Journal of Hospitality & Tourism 2021.07 Academic journal

2020

The effects of impulse purchasing marketing stimulation on consumer attitude, satisfaction, and recommendation
Yae-An Kim ,  Ha-Won Jang ,  Soo-Bum Lee International Journal of Tourism and Hospitality Research 2020.01 Academic journal

2019

Impact of Impulsive Purchase Marketing Stimulation on Consumer Attitude and Recommendation Intention : Focused on TV home shopping food products
김예안 조리외식경영학과 2019.01 Thesis
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Abstract· Keywords

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This study is based on the research hypothesis that the flow experience of TV home shopping food product broadcasting will have a positive (+) effect on consumer attitude, purchase intention, re-watching intention, and recommendation intention for TV home shopping food product broadcasting viewers. verified. This study was conducted for consumers who have recently watched TV home shopping food product broadcasts. The survey was conducted from April 15 to 20, 2021 through Company E, an online survey company. As a result, 387 copies were used for the final analysis. To analyze the demographic characteristics with the Spss statistical package, frequency analysis and reliability of the research model were analyzed (Cronbach"s ⍺). Convergent factor analysis was conducted to verify central validity and discriminant validity, and a structural equation model was used to verify the fit of this study and a total of four hypotheses. As a result of empirical analysis, it was found that the flow of TV home shopping food product viewers had a significant positive (+) effect on consumer attitude. Therefore, hypothesis 1 was accepted. Also, it was found that consumer attitude had a significant positive (+) effect on purchase intention, recommendation intention, and re-watching intention. Therefore, hypotheses 2, 3, 4 were accepted.
#TV home shopping food products #Consumer attitude #Purchase intention #Recommendation intention #Flow #TV홈쇼핑 식품상품 #소비자태도 #구매의도 #재시청의도 #추천의도 #플로우

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 실증분석
Ⅴ. 결론 및 시사점
참고문헌
국문요약

References (92)

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강선아 / 2018 / 한류후광효과가 K-Food 수용의도에 미치는 영향:한류수준 및 혁신수용단계에 따른 8개국을 중심으로 google schola 강재원 / 2006 / 인터넷 구매의도를 결정하는 요인들:융합 Flow-TPB(Theory of Planned Behavior) 모델 / 언론과학연구 6(1):5~42 dbpia 공혜진 / 2016 / TV홈쇼핑 채널에서의 희소성메시지에 따른 구매의도 / 관광학연구 40(9):187~205 dbpia 김기영 / 2017 / TV음식프로그램 시청동기가 태도와 구매의도에 미치는 영향 / 관광연구저널 31(1):107~122 dbpia 김동기 / 2021 / 편집위원칼럼-코로나 19 이후 축산유통의 미래 / KOREAN POULTRY JOURNAL 53(2):138~141 google schola

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