TV홈쇼핑 패키지 여행상품 특성이 시청몰입과 구매의도에 미치는 영향

Among the sales channels of package travel agencies, the home shopping channel has become the most important sales channel. However, research on the home shopping channel is not sufficient. Therefore, this study derives significant factors for consumers who enjoy traveling through TV home shopping travel products. Also, it suggests theoretical and practical implications to provide meaningful information for travel agencies’ staff in planning TV home shopping package tour products. In frequency analysis to identify the general characteristics of the sample, of the 254 consumers, 105 (41.3%) were male and 104(58.7%) were female. In terms of age, it showed that 24 were 20s(9.4%), 60 were 30s(23.6%), 57 were 40s(22.4%), 57 were 50s(22.4%), 56 were 60s above(22.0%). this study acquires significance for that it detailed and systematized TV home shopping package travel products, immersive viewing, and purchase intention, and also it analyzed effects relations among them. this study derived the effects of components of TV home shopping package travel products on immersive viewing and purchase intention, so it provides meaningful information for future TV home shopping product planning. As this study has drawn implications about analysis results such as study design, setting up hypotheses, and hypotheses test based on advanced research, it is considered to provide meaningful information for future research.