홈쇼핑 식품구매자의 만족도와 반품행태에 관한 연구

Abstract

The purpose of this research was to seek a method to reduce the rate of returns enhancing the degree of satisfaction of food buyers from home shopping by investigating the relations between demographic and statistical characteristics, and the degree of satisfaction having found out differences between those who have experiences of returns and those who have not among the food buyers from home shopping in the aspect of demographic and statistical characteristics, the features that made them recognizable when buying the goods, and degree of satisfaction. As the subjects for this research, 558 participants among those who had experiences of buying foods through home shopping were selected and were asked to complete a survey and the resulting data were analyzed accordingly. Larger numbers of male than female participated in the survey, and most of them were 20s or 30s, and they were mostly from nuclear or bachelor family. The results from survey showed that those who fell in the income bracket between 100 -200 million won were the greatest in number and those who spent between 25 -25 thousand won as monthly food expenses were the most. Many participants were engaged in administrative or technology-related jobs, also there were many students among the participants. Most of participants were living in a larger city and their residences were mostly family-owned housing. They thought that buying foods through cable TV was the most preferential way to procure foods, and actually they had a lot more experiences of purchasing foods through cable TV than other sources. They had accessed to the related media at least once a day and paid the cost by using their credit cards, and results from the research revealed that they had returned the merchandise they bought to the relevant shops or else for the sake of themselves or their families during the course of carrying on their ordinary daily life, and that a 22% of respondents had an experience of returns, and that they had a greater willingness to buy dried fishes, but the lowest desire for livestock products. As to the frequency of returns, one time marked higher score, and health foods showed the highest rate of returns, and concerning the most important reason for returning merchandise, respondents answered that the foods had different tastes from the one that they knew and originally bought. Results from the survey revealed that consumers had perceived that purchasing through online home shopping was fast and convenient and cheap, and that they satisfied this method in the order of its convenience, foods quality, good feeling after purchase, price and information. As to the frequency of returns, one time marked higher score, and health foods showed the highest rate of returns, and concerning the most important reason for returning merchandise, respondents answered that the foods had different tastes from the one that they knew and originally bought. Results from the survey exhibited that there were no differences between those respondents who had experiences of returns and those who had not in the aspect of demographic characteristics and the most parts of defining features displayed when buying, however, that, in case of food buyers from catalogue, there were greater differences between respondents who had experiences of returns and those who had not, in that the number of respondents who had experiences of returns was greater than those who had not, and that respondents who had experiences of returns had higher degree of satisfaction in connection with food quality, after-purchase, and overall aspects of the merchandise than those who had not, and that there were a deep correlation between each degree of satisfaction, and that men had a higher degree of satisfaction than women, and that the higher level of income they had, and the older their age were, the greater degree of satisfactions they had. Those consumers who lived in agrarian community or small and medium-size city showed a higher degree of satisfaction in information and overall aspect of merchandise. In consequence, factors that affected the experiences of returns of food buyers from home shopping were the degree of satisfaction in connection with food quality, after-purchase, and overall aspect of merchandise, and there were almost no differences in demographic characteristics and the defining features when buying foods between respondents who had experiences of returns and those who had not. As respondents revealed a different degree of satisfaction according to each demographic characteristic, rate of returns can be reduced when home shopping retailers turn their attentions to this factor and attend about accordingly.;본 연구는 홈쇼핑의 식품 구매자들 중 반품자들과 비반품자들간의 인구통계학적 특성, 구매 특성, 만족도의 차이를 조사하고 인구통계학적 특성과 만족도간의 관계를 분석하여 홈쇼핑 식품구매자들의 만족도를 높이고 반품률을 줄이는 방법을 모색하는 것을 목적으로 한다. 이를 위해 홈쇼핑을 이용하여 식품을 한번이라도 구매해 본 사람 558명을 대상으로 인구 통계학적인 특성, 구매특성 및 인지도, 만족도, 반품행태에 관한 설문조사를 실시한 후 그 결과를 분석하였다. 이의 결과를 요약하면 다음과 같다. 홈쇼핑의 식품구매 경험자들은 여자가 남자보다 많았고, 20, 30대가 많았으며, 핵가족과 독신가정이 주류를 이루었다. 소득 수준은 100-200만원 사이가 가장 높게 나타났으며, 이들의 한달 식비는 25-50만원 사이가 가장 많았다. 사무/기술직이나, 학생이 많았으며 주로 대도시에 거주하며 거주형태는 자가가 주류를 이루었다. 홈쇼핑 식품구매자들은 케이블 TV를 이용한 식품구매를 가장 선호하는 방법으로 생각했으며 실제로 구매경험도 케이블TV를 이용한 구매가 많았다. 하루에 한번 정도 매체에 접촉하며 신용카드를 이용해 결제하고 평상시에 주로 본인과 가족을 위해 구매하는 것으로 나타났다. 건어물에 가장 높은 구매의사를 보였으며, 축산물이 가장 낮았다. 소비자는 홈쇼핑을 이용한 구매가 신속하고, 편리하며, 저렴할 것으로 인지하고 있었다. 홈쇼핑 식품구매자들의 만족도는 편리 만족도, 식품품질 만족도, 구매 후 만족도, 가격만족도, 정보만족도순으로 만족함을 알 수 있었다. 비반품자들이 반품자들에 비해 식품품질만족도, 구매 후 만족도, 전체적인 만족도가 높게 나타났다. 남성은 여성보다 높은 가격만족도를 나타냈으며, 소득수준이 높을수록, 그리고 연령이 많을수록 높은 편리 만족도를 나타냈다. 대도시보다 중소 도시 및 농촌에 사는 소비자들이 정보만족도와 전체적인 만족도 면에서 높은 만족 수준을 갖고 있었다. 홈쇼핑 식품구매자들 중 22%가 반품경험이 있는 것으로 나타났다. 반품 횟수는 1회가 가장 많았고 건강식품의 반품률이 높았으며 반품의 가장 큰 이유로는 예상했던 맛과 실제의 맛이 다르기 때문이라고 답했다. 반품자들과 비반품자들간의 인구통계학적인 특성과 대부분의 구매특성은 차이를 보이지 않았으나 카달로그 식품구매자들의 경우 반품자들이 비반품자들보다 많다는 차이를 보였다.