Purpose: TV home shopping and online shopping are rapidly growing due to the development of the 4th industrial revolution technology, the spread of COVID-19, and the increase in untact consumption. The purpose of this study was to analyze the relationship between purchase decision factors such as economical efficiency, ease of use, enjoyment, and usefulness, trust and purchase intention for TV home shopping, and to suggest strategic implications for the development of the TV home shopping industry. Research design, data, and methodology: Questionnaires were derived based on previous studies related to purchasing determinants, trust, and purchase intention, and a survey was conducted on consumers who had experience in TV home shopping. In order to confirm the relationship between purchase decision factors, trust, and purchase intention of TV home shopping, exploratory factor analysis, reliability analysis, confirmatory factor analysis, discriminant validity analysis, and structural equation model analysis were performed. Results: As a result o f the study, ease of use and enjoyment o f TV home shopping had a significant effect on trust, but economical efficiency and usefulness had no meaningful effect. In addition, enjoyment and usefulness had a positive effect on purchase intention, but economical efficiency and ease of use had no significant effect. And it was confirmed that trust had a significant effect on purchase intention in TV home shopping. Implications: For the development of the TV home shopping industry, it is necessary to provide as much fun as possible to customers who use live broadcasts so that customers who visit for the purpose of watching TV can purchase products. In addition, in consideration of the characteristics of nonface- to-face transactions, the trust of a shopping channel or company must be guaranteed, and trust must be increased through evaluation or image improvement of the shopping channel. Also, it is necessary to provide usefulness in the process of purchasing a product, and it must be able to provide economic value to consumers in consideration of sensitivity to price.
Kim et al. (Mon,) studied this question.