COVID-19가 TV홈쇼핑의 농협 농식품 매출에 미친 영향 분석

초록

This study is conducted to analyze the effects and factors of COVID-19 on the agri-food sales of Nonghyup TV home shopping. For the analysis, agri-food sales data of Nonghyup TV Home Shopping from 2019 to 2020 are used. Difference in Difference(DID) analysis is used by including various factors affecting the sales of TV home shopping as control variables. The results show that there is an impact of COVID-19. It is found that the average sales per broadcast increased by about 17.79 million after COVID-19. The influence of the control variable is found to be higher in autumn and winter than in spring and on Tuesday and weekend than on Monday. As the broadcasting time increased, the sales increased and the sales of morning, afternoon, and evening broadcasts are higher than that of dawn. Additionally, the sales of live broadcasts are higher than that of reruns. On the other hand, there is a difference in the influence of the control variable depending to the item. An efficient broadcast organization strategy and operational efficiency measures of Nonghyup agri-food are presented.

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