TV홈쇼핑의 모바일 어플리케이션 이용동기가 만족도와 재구매의도에 미치는 영향 연구

초록

This study explored the Influence of Usage Motivation, Satisfaction and Repeat-Using Intention in TV Home Shopping Mobile Application. The result of study have shown first, that the convenience of consumers using TV home shopping mobile applications has a significant impact on satisfaction. Second, it was analyzed that the information perceived by TV home shopping mobile application consumers did not significantly affect satisfaction. Third, entertainment related to the use of TV home shopping mobile applications was found to have a significant impact on satisfaction. Fourth, the cost-effectiveness of perceived by TV home shopping mobile application users has a significant impact on satisfaction. Fifth, it was analyzed that satisfaction with TV home shopping mobile applications had a significant impact on the repeat-using intention. Through this verification process, it has a theoretical background related to the influence of TV home shopping mobile applications and an academic significance to broaden the audience’s understanding. It can also provide implications for working-level countermeasures through detailed effects and causal relationships in establishing mobile strategies for the economic benefits of TV home shopping.

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