A Study on the Relationship between Purchasing Media and Demographic Factors in Home Shopping

• 영문명: A Study on the Relationship between Purchasing Media and Demographic Factors in Home Shopping
• 발행기관: 동아시아경상학회
• 저자명: 정동빈
• 간행물 정보: 『East Asian Journal of Business Economics』Vol.11 No.2, 15~27쪽, 전체 13쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.06.30

영문 초록

Purpose - The goal of this study is to extensively grasp the latest status of domestic home shopping and to propose useful information on the direction of development for the somewhat stagnant this market. This study investigates the relationship between purchasing media and demographic factors such as average monthly income, age and occupation. Categories of purchasing media under consideration are cell phones, tablet PCs, PCs/notebooks, phone calls and TV directly. Research design, data, and methodology -The survey was conducted in 2021 on a total of 4,537 integrated panel households including 3,510 households and 191,027 newly constructed in 2019 and about 10,800 household members aged 6 years or older in the household. The independence test and correspondence analysis as statistical tools are exploited to detect the relationship between the underlying factors. Result - It can be demonstrated that all demographic variables considered are related to the purchase media of home shopping. In particular, cell phones among purchasing media are closely associated with 2 million - 5 million won, teenagers, 20s, 40s, professionals, office workers, managers and soldiers. Conclusion - It is necessary to establish a new management strategy and related policies in order to overcome the current stagnation and ensure the continued growth of this industry.

목차

1. Introduction

2. Literature Review

3. Data Collection and Statistical Techniques

4. Research Results and Discussion

5. Concluding Remarks and Limitations

References

키워드

Home Shopping Purchasing Media Relationship Correspondence Analysis