ScholarWorks@숙명여자대학교

초록

As of the end of August 2017, the Republic of Korea has entered an aged society with an elderly population aged 65 and over accounting for 14% of the total population. Now our society is on the agenda of aged society. With the retirement of the baby boomer generation, there is an increasing number of senior consumers who can afford time and the cost. This suggests that the main force of the consumer market is shifting to the silver consumers. Silver consumers are becoming the big investors on TV home shopping by increasing their consumption activities through the familiar medium of TV easily with one remote control. This means that the activities of the company itself should also be transformed for the silver consumers which is the main market . Despite these environmental changes, companies should not neglect researching about silver consumers whose purchasing power has been shifted. Therefore, the purpose of this study is to present a silver marketing strategy in TV home shopping by analyzing the theoretical review and empirical analysis on the characteristics of sliver consumers. And with the use of analysis the goal is to understand the effect of selection factors of silver consumer TV home shopping habit and satisfaction. For this study, the theoretical review and the empirical analysis were applied to the existing studies. The empirical survey was conducted from September16, 2017 to September 30, 2017, using a questionnaire to extract 350 male and females over 50years old nationwide. 256 valid sample were use for analysis Statistical analysis was performed using the SPSS 21.0 program. The analyzing used frequency analysis, factor analysis, and reliability analysis. Regress analysis, T-test and ANOVA were used for hypothesis testing. The results of this study are as follows. First by analyzing the differences in purchase selecting factors, according to the demographic characteristics, there were significant differences in six out of eleven factors, which are age, marital status, income, residence type. Second, by analyzing the differences in TV home shopping purchasing factors according to TV home shopping usage patterns, only three out of 17 nominal scales were able to analyze the difference. That is, the longer the viewing time(more than 31minutes), the greater the number of purchases(more than two times), and the greater the purchase amount(more than 110,000won), resulted in a significant difference. Third, it was found out that the reputation, price appropriateness, and delivery safety had a statistically significant effect on TV home shopping satisfaction among the selection factors of the silver consumers TV home shopping purchases. Fourth, it was found that shipping safety, reputation, convenience and price appropriateness had statistically significant effect when considering TV home shopping affects TV home re-purchase intention positively. Fifth, it was found that tv home shopping satisfaction has a positive impact on repurchase intention. This study analyzed the influence purchase choice factors of silver-generation on home shopping satisfaction. In the previous research, if the purchasing factor of the general consumer was a factor of price promotion or show host, the result of silver consumers was that the reputation of the company, the appropriateness of price, and the safety of delivery were important. As a result of this study, if a company which first recognizes the factor of selecting a TV home shopping purchase and establishes the marketing strategy of TV home shopping by referring to this result, it will be ahead of other competitors.

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