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T-Commerce 활성화를 위한 소비자 효용 속성 분석

Title
T-Commerce 활성화를 위한 소비자 효용 속성 분석
Other Titles
Consumer`s Utility Attributes Analysis for T-Commerce Activation
Author
신민수
Keywords
T-Commerce; TV Home Shopping; Consumer’s Utility Attributes; Conjoint Analysis
Issue Date
2016-06
Publisher
한국IT서비스학회
Citation
한국IT서비스학회지, v. 15, NO 2, Page. 21-33
Abstract
Recently, T-Commerce is emerging to provide new services, with the proliferation of digital broadcasting services. However, T-Commerce market and TV home shopping market are being classified as a legal policy on other markets, such as regulated in the service of live broadcasts. The factor that has inhibited activation T-Commerce related to the lack of appropriate institutions and legal systems in the market, despite the environment with the digital broadcasting service is being spread. We were performed conjoint analysis. For this analysis, we select attributes as a quality attractive factors that significantly affects the satisfaction of TV based shopping customers through previous studies. The results showed that the TV-based shopping customers are important to think `Responsive`, `Playfulness`, `Live broadcast`, `Convenience` and `Bidirectional` in the order. The `Responsive` and `Live broadcast` of such attributes are served as possible only in TV home shopping, because these attributes don`t service due to legal and institutional regulations in T-commerce market. The cluster analysis result also showed that TV shopping consumers are more important to think `Responsive`, `Playfulness`, `Live broadcast` than `Convenience` and `Bidirectional`, except one of the classification clusters. If real-time broadcast service is impossible because of the legal and institutional regulations, it seems to require the expansion of the services linked the terrestrial broadcasting to the activating T-Commerce market.
URI
http://koreascience.or.kr/article/ArticleFullRecord.jsp?cn=OTSBB9_2016_v15n2_21http://repository.hanyang.ac.kr/handle/20.500.11754/72665
ISSN
1975-4256
DOI
10.9716/KITS.2016.15.2.021
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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