TV 홈쇼핑에서의 제품평가에 대한 서비스보증과 제품유형의 조절적 역할

Although some disadvantages of TV home shopping exist such as non face to face transaction and limited types of product, it has shown continuous growth and establishits own distribution channel. This study examined some underlying factors affecting product evaluation in TV home shopping in multi-dimension. The experimental design was composed of 1) purchase plan(yes vs. no)×service guarantee(yes vs. no), 2) purchase plan(yes vs. no)×product type(utilitarian product vs. hedonic product). Specifically, it examined the difference of product evaluation in TV home shopping according to purchase plan of consumers. And, service guarantee and product type were examined as moderating variables on the product evaluation according to purchase plan of consumers. As shown in the results of the experiment, as for evaluation of product on TV home shopping, product evaluation was more positively if there is purchase plan than otherwise. As for difference of evaluation of product according to purchase plan of consumers, it was more distinct if there was service guarantee, and if it was utilitarian products than otherwise. This study verified the efficacy of service guarantee in TV home shopping situation. Therefore, if TV home shopping companies use service guarantee strategy properly, it may result in actual purchase behavior by enhancing customer’s product evaluation. And, attraction to consumers may be necessary with proper marketing strategy by figuring out product type by home shopping MD in the difference of product evaluation by product type.