[Abstract]
This study was aimed at analyzing the factors influencing the launching intention of
the home shopping MD in charge of the product planning and launching evaluation of
home shopping, and helping medium-small innovation product companies to advance
the home shopping and pioneer the market. For this, first, the characteristics of the
home shopping companies, home shopping MD, and medium-small innovative products
were apprehended which were 3 main agents of the home shopping broadcasting product
decision through the consideration of the advanced research. Second, to find the
factors influencing the launching intention of home shopping MD, the differences between
the purchasers' behavior model and consumers' behavior model moving in the
purchase organization were analyzed. It was revealed that while consumers did purchase
behavior according to the preference and attitude through the consumers' potential consciousness
by the marketing stimulus, the buyers in the purchase organization were
doing purchase behavior by the organizational, interpersonal, individual purchase standard
factor. The home shopping MD showed a difference from the buyers in the general
B2B purchase organization due to the nature of the home shopping broadcasting, they
did not launch many goods focusing on the new purchase but conducted all stages
of the purchase opinion decision consistently. Therefore, the factors influencing the
launching intention were divided into the broadcasting factor, supply factor, organizational
factor, and individual factor through the reliability and feasibility analysis from the
home shopping MD's point of view. The research model and hypothesis were set up
through each factor and a questionnaire was made through the conceptual definition
and the operational definition and an online survey was conducted through the email.
A hypothesis that every 4 factor would have a significant positive(+) effect on the launch-ing intention of the home shopping MD was set up.
It was revealed through the multiple regression analysis that the broadcasting factor
had the highest influence and the next highest influence was the organizational factor.
As the broadcasting factor and organizational factor showed a significant result, they
were adopted. As the individual factor and supply factor of the home shopping MD were
not significant, they were dismissed.
It was revealed through this study that the factors influencing the launching intention
were the demonstration feature, innovation feature, convenience which were proper for
broadcasting, and the design and quality that are shown in the broadcasting. Also, since
the organizational factor is more significant than the individual factor and supply factor,
suppliers of the medium-small innovative product need to concentrate on the internal
system, strategic situation, screening QA, and payment line for the new product launching
of the home shopping firms.
It is expected the study on the category-subdivided shopping MD will be activated
starting from the study on the factors influencing the launching intention of home shopping
MD and the sales of home shopping launching will be maximized rather than the
market pioneering following the home shopping launching, which will help the medium-
small innovative product pioneer the global world ultimately.
This study is significant in apprehending the factors influencing the launching intention
of the home shopping MD and this study is expected to raise the understanding of
the home shopping MD by securing more samples and to be quoted as a valuable material
in establishing the marketing strategy in the future.