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Candidate SCOPUS
카탈로그 쇼핑 , TV 홈쇼핑 , 인터넷 쇼핑에서 제공하는 의류제품에 대한 소비자의 인식
Consumer's Perception on Apparel Products in Catalog Shopping , TV Home Shopping and Internet Shopping
양유영(You Young Yang),천종숙(Jong Suk Chun)
UCI I410-ECN-0102-2009-590-006519245

The questionnaire survey was carried out to analyze the difference of consumer`s perception on apparel products presented in catalog, cable TV home shopping program, and internet home shopping site. 676 men and 728 women participated in this survey and they were members of catalog shopping or cable TV home shopping companies or netizen. The results of this study show that the shoppers` perception on apparel home shopping differed by the direct shopping media that they frequently utilize and by their demographic characteristics. The cable TV home shoppers had higher reliability on product quality than the shoppers using paper catalog or the internet shoppers. The cable TV home shopping members perceived that the apparel products available in cable TV home shopping were diverse and the information about the products was sufficient to decide purchase. The married women tend to think that the TV home shopping program provides diverse apparel products in the aspects of color, design, size and the information about the materials including fabric.

[자료제공 : 네이버학술정보]
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