電視購物行銷策略之研究-以牙醫諮詢券為例

On Marketing Strategies for Television Shopping – A Case Study on Dentistry Consultation Tickets

蘇志良(Chih-Liang Su)

指導教授 ： 翁崇雄

國立臺灣大學/管理學院/資訊管理學研究所/碩士(2011年)

https://doi.org/10.6342/NTU.2011.02419

摘要

近年來電視購物的快速成長和普及化，加深了人們對於電視購物的依賴，越來越多的產業紛紛利用電視購物來提供服務，例如：醫美產業。由於醫療美容越來越受到群眾的重視，而透過電視購物頻道銷售「諮詢券」的服務，使消費者可以透過較低的價格去體驗各項服務，而廠商也多了一個不同的銷售通路來擴展自己的業務。
消費者對於牙齒的健康也越來越關注，更有許多人希望能夠擁有像明星般的潔白牙齒，因此牙醫診所推出了各項牙齒健康檢查課程、全口數位X光攝影、全口牙齒拋光、以及牙齒亮白等自費產品。本研究整理了過去關於「電視購物購買行為」和「醫療諮詢品質」等相關文獻，以問卷的方式收集資料，企圖去剖析消費者對於在電視購物頻道購買「牙醫諮詢券」的意願及影響其購買的原因，而透過購買「牙醫諮詢券」是否會讓消費者產生「品牌轉移」的效果，進而探討牙醫診所是否可以透過此通路，來擴展其業務量。
研究結果顯示，消費者對於牙醫諮詢券的產品認知是會影響到其對於醫療諮詢品質的感知；而醫療諮詢品質的感知，則會影響到其轉換牙醫的可能性。電視購物的服務效果是會對消費者的購買意願有所影響；而消費者的購買意願則會影響到消費者的品牌轉換意願。

關鍵字

醫療諮詢 ； 品牌轉移 ； 電視購物效果

並列摘要

In recent years, TV Shopping become popular and develop its growth rapidly. Consumers also rely on TV Shopping to purchase products. As a result, more and more industries use TV Shopping Channel to provide services, for example, the Medical Cosmetology Industry. They sell the “Consultation Tickets” through the TV Shopping Channel because of the massive demand. Consumers can spend less money to experience services and the service providers can expand their business by using the TV Shopping Channel.
Nowadays, consumers increasingly concern about the health of their teeth. Many people expect to have pure white teeth just like those celebrities. Therefore, dental clinics launch courses in order to meet consumers’ needs, such as Dental Health Examination Program, the Full Mouth Digital X-ray Films, the Full Mouth Polishing and Teeth Whitening. This research combines pass studies about Consumer Behaviors of TV Shopping and the Quality of Medical Consultation. Research data was collected from questionnaires. It provides an insight discussion on purchasing “ Dentistry Consultation Tickets “ through TV Shopping Channel and explores issues of consumer behaviors. Will it develop the Brand Transfer Effect if consumers purchase a Dentistry Consultation Tickets? It leads to a further discussion on expending the business volume of a dental clinic.
The results show that consumer awareness of dentistry consulting tickets will affect the perception of medical consultation quality. Consumers may consider to change their dental clinic because of the perception of the quality of medical consultation. In addition, the service quality of TV Shopping will affect the consumers’ purchasing intention. Consequently, the consumers’ purchasing intention will generate significant effects on the brand transfer.

並列關鍵字

Medical Consultation ； Brand Transfer ； TV Shopping Effects

參考文獻

2.王玉佩(2007)，電視購物產業顧客知覺價值與忠誠度之研究，亞太經濟管理評論，11卷1期，119-152頁。

3.方世榮（2004），行銷學，三民書局，台北。

8.莊欽翔、溫珮君、葉仁穎、許郁琳、黃則達(2010)，台灣中南部地區身心障礙牙科就醫狀況調查及牙科醫療服務網路建立成效評估，臺灣兒童牙醫學雜誌 10卷1期，9-19頁。

11.黃雯菁和黃庭鍾(2009)，內部行銷對組織承諾影響之研究－以北部某醫療機構護理人員為例，安泰醫護雜誌，15卷4期，211-224頁。

13.黃吉村、渥頓和劉宗其(2006)，虛擬關係行銷之跨文化比較－以台、日、美三文化之電視購物為例，管理學報，23卷2期，263-287頁。