Abstract

The Study on Consumer¡¯s Buying Behavior(T-commerce) with Two-way TV Advertising

Lee, Si-hoon
(Associate Professor, School of Media and Visual Communication, Keimyung University)

Song, Gee -in
(Assistant Professor, Dept. of Advertising and PR, Kyungsung University)

The purpose of this study is to research the effects of decision making on buying and buying behavior after buying on the basis of media substitution hypothesis and diffusion theory. The method of research was telephone survey and 200 consumers who have experienced T-commerce was surveyed. In a result of this research, the number of buying in TV home shopping and internet shopping after experiencing T-commerce was declined. The T-commerce satisfaction and the time using data broadcasting was in positive relation with decision making of buying with T-commerce. The evaluation of T-commerce, the time viewing TV, and the demographic factors were not related with decision making of buying with future¡¯s T-commerce.

Key words : two-way TV advertising, T-commerce, media substitution hypothesis, diffusion theory, home shopping