The Effects of the Perceived Human Brand Attributes of HMR Products TV Home-Shoppers on Human Brand Attitude and Purchase Intention

The purpose of this study was to analyze the effects of the perceived human brand attributes of HMR products TV home-shoppers on human brand attitude and purchase intention. The questionnaire was conducted by the self-administered questionnaire survey method. A total of 400 questionnaires were distributed, and 325 questionnaires (81.3%) were used for analysis, excluding those with many insincere or omissions. For data analysis, frequency analysis, reliability analysis, and factor analysis were performed using SPSS 27.0, and AMOS analysis were performed to verify the hypothesis for this study. The results of this study can be summarized as follows. First, it was found that such factors of the HMR TV human brand attributes as professionality, similarity and attractiveness factors would affect human brand attitude. Second, it was found that such factors of the HMR TV human brand attributes as similarity and reliability factors would affect purchase intention. Third, it was found that customers' human brand attitude would affect their purchase intention. Fourth, through this study, it was found that the higher the likability or good impression of a home shopping celebrity in the customers who use HMR products in TV home shopping, the higher the willingness to continue to purchase HMR products in TV home shopping. In the case of home shopping celebrities, it can be seen that it is very important to increase the image of the human brand that is professional, attractive, and can communicate with consumers in line with the human brand of HMR products.