TV 홈쇼핑의 반품요인이 반품행동과 불량행동 및 재구매의도에 미치는 영향에 관한 연구

Abstract

The objective of this study is to compare the influence of return factors in TV home shopping on consumer's return behavior, badness behavior and repurchase intention between Korea and China. Based on the literature review, the research model was presented as a framework to test the set of hypotheses generated in this study. First, a qualitative analysis was made on the customers who had TV shopping and return experience through the focus group interview. The result showed that the reasons of return were: (1) product and quality factor, (2) distribution factor, (3) consumers’ mind change factor, (4) side effect factor. For the quantitative analysis, 419 questionnaires were completed from the consumers who had return experiences in Korea and China. After collecting these questionnaires, The SPSS 18.0 and, AMOS 18.0 were used to analyze for the hypotheses testing. The result of the analysis showed that (1) among 4 return factors, product and quality factor and side effect factor have direct impact on the return behavior, while distribution factor and consumers’ mind change factor have no impact on return behavior. (2) Product and quality factor and side effect factor have impact on badness behavior, while distribution factor and consumers’ mind change factor have no impact on badness behavior. (3) The return behavior has direct impact on badness behavior. (4) Both return behavior and badness behavior have direct impact on repurchase intention. (5) There is significant difference in the distribution factor between Korean and Chinese consumers regarding the influence of return factors on return behavior.