초록 열기/닫기 버튼
This study develops measurement items of emotional input components in addition to sympathy and empathy criteria, which have been used in preceding studies, and clarifies the effect of TV home-shopping consumers’ emotional input on purchase intention to determine the purchase intention through the empathy of TV home-shopping consumers. A survey was conducted with 324 women in their 30s to 50s who had experience purchasing beauty products through home shopping from July 20 to August 21, 2017. We use the statistical programs SPSS 21.0 and AMOS 18.0 for material analysis. Cronbach's alpha is used to test the reliability of the items, and frequency analysis, exploratory factor analysis, regression analysis, and confirmatory factor analysis are conducted to verify the validity and reliability of the developed items. By analyzing TV home-shopping consumers’ emotional-input components, the items ‘product use effect empathy’, ‘user appearance characteristic empathy,’ and ‘advertising model empathy’ are derived. The entire demonstration of these 3 components is found to be 73.76%, and the reliability coefficients of all these factors are over 0.9, so internal consistency is secured. Additionally, we analyze the confirmatory factors of these empathy-measurement items, and reliability and validity are secured for the 13 items that are made to measure emotional-input components. Regression analysis is conducted to clarify the effect of home-shopping consumers’ empathy on the purchase intention of beauty products, and a significant effect is found in every component of derived empathy. This study compares standardized beta values. ‘Product use effect empathy’ has the highest value, followed by ‘user appearance characteristic empathy’ and ‘advertising model empathy.’ TV home shopping will be used as a useful reference to grasp various psychological characteristics of consumers by revealing emotional-input components beyond simple information that is presented to viewers.
키워드열기/닫기 버튼
empathy, purchase intention, scale development, TV home shopping
