쇼 호스트의 정보원 신뢰성이 TV홈쇼핑에 대한 태도와 구매의도에 미치는 영향

Abstract

This study has been conducted to identify how source credibility, attractiveness, trustworthiness, and expertise of a show host who served an important role in TV home shopping influenced on the attitude of watching TV home shopping program and purchase intention for products from TV home shopping. For this, online survey was conducted on 360 male and female participants in their 20s or above who resided in major cities in Korea. According to demographic characteristics of 356 participants except for 4 participants who provided incomplete responses, there were 173 male participants (48.6%) and 183 female participants (51.4%). As for ages, there were 76 participants in their 20s (21.3%) followed by 83 participants in their 30s (23.4%), 105 participants in their 40s (29.5%), and 92 participants in their 50s or above (25.8%). As for residential areas of responders, there were 165 participants residing in Seoul (46.3%) followed by 53 participants in Busan (14.9%), 40 participants in Daegu (11.2%), 49 participants in Incheon (13.8%), 23 participants in Gwangju (6.5%), and 26 participants in Daejeon (7.3%) and etc. According to the result of analysis, perceived attractiveness of a show host was turned out to be higher on male responders (M=4.778, SD=.842) than on female responders (M=4.578, SD=.919). This represented a statistically significant difference (t=2.137, p<.05). However, perceived trustworthiness, perceived expertise, attitude on home shopping, and purchase intention, etc. of a show host were turned out to be higher on female participants than on male participants. However, it was not statistically significant difference. According to the result of identifying perceived attractiveness, perceived trustworthiness, perceived expertise, attitude on home shopping, and purchase intention of a show host between light users and heavy users of TV home shopping, all the perceived attractiveness, perceived trustworthiness, perceived expertise, attitude on home shopping, and purchase intention were turned out to be higher on heavy users than on light users. Next, it was examined how credibility (attractiveness, trustworthiness, and expertise) of a show host influenced on the attitude on TV home shopping. According to the result of analysis with Multiple Regression Analysis, attractiveness (β=.20, p<.01), trustworthiness (β=.29, p<.01), and expertise (β=.18, p<.01) of a show host were turned out to positively influence on the attitude of TV home shopping. Considering the scale of standardized coefficient, it was confirmed that there was a high explanatory power on the attitude of home shopping in an order of trustworthiness, attractiveness, and expertise. Lastly, it was examined how credibility (attractiveness, trustworthiness, and expertise) of a show host influenced on the purchase intention. According to the result of Multiple Regression Analysis, all of the attractiveness (β=.20, p<.01), trustworthiness (β=.28, p<.01), and expertise (β=.16, p<.01) of a show host were turned out to positively influence on the purchase intention. Considering the scale of standardized coefficient, it was confirmed that there was a high explanatory power on the purchase intention in an order of trustworthiness, attractiveness, and expertise.