| abstract |
| Background Based on the communication theory, this study verified the structural model for the effect of verbal and non-verbal communication on purchase through empathy and product reliability, and confirmed the moderating effect of consumers' beauty involvement.
Methods This research focused on female customers between the ages of 20 and 50 who purchased beauty products through TV home shopping in the past three months. SPSS 23.0 and AMOS 21.0 were used for data analysis. Exploratory factor analysis, Cronbach's α, confirmatory factor analysis, and testing of structural equation models were performed.
Result The results revealed that verbal communication influenced consumers to empathize, but had no effect on the formation of product reliability. On the other hand, non-verbal communication influenced not only the empathy of consumers, but also the formation of trust in the product, leading to purchase intentions. It was discovered that non-verbal communication completely mediates empathy and product reliability, and affects purchase intentions. As a result of analyzing the moderating effect of beauty involvement, there were significant differences between high and low involvement groups in three pathways: 'verbal communication → empathy', 'non-verbal communication → empathy', and 'empathy → product reliability'.
Conclusion With the above results, it will be possible to establish a communication strategy for show hosts according to products, and differentiate the strategy according to the characteristics of consumers. This study contributed in part to establishing the communication theory of TV home shopping academically, and in practice, it will contribute to the verbal and nonverbal communication strategies and education of show hosts that can increase sales according to product characteristics and consumer characteristics. If the influence of these factors is identified by factor as a follow-up study, it will help to further specify the verval and nonverbal communication strategy of TV home shopping show hosts. |
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| Key Words |
| 커뮤니케이션, 구매의도, 뷰티몰입도, Communication, Purchase intention, Beauty involvement |
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