電視購物消費者行為之研究-以大台北地區大學生為例

The Research of Consumer Behaviors on TV Shopping- in Colleges of Taipei Metropolitan Area

林聖瀧(Lin Sheng Long)

指導教授 ： 連惠心教授

國立臺灣師範大學/科技學院/圖文傳播學系/碩士(2003年)

摘要

摘 要
電視購物現在已成為台灣人購物的一種方式，因為媒介豐富性高，並且可負載影像、聲音訊號，提供更多的資訊讓消費者參考，降低消費者風險知覺，有別於其他型式的購買行為，先前的學術界在研究通路領域的消費者行為時，大多把焦點集中在實體通路中的百貨公司、大賣場及超級市場或虛擬通路中的網路購物，鮮少有人探討此消費者型態或消費者行為。故本研究採用EKB模式為主要分析架構，並依文獻整理發展出結構式問卷為研究工具，以大台北北區大學生為研究對象，其研究結果，將提出建議提供學業界作為參考。
本研究結果得知，大台北地區大學生在收看電視購物頻道時，時間長度大多不一定且在30分鐘以內，時段上則集中在晚間七點至凌晨一點為主，並且使用信用卡消費居多，其次為貨到付款的現金交易，主要消費金額在3000元以下，購買產品則以電子產品、電器用品為主。
研究結果亦顯示，大學生收看電視購物頻道的頻率越高，受產品價格、種類的影響而進行消費的行為就越高，另外收看時間長度越長，其消費行為受影像品質與主持人的影響就越大，再次消費行為也越高，女性大學生較男性更易受電視購物頻道節目中影像品質、產品價格及付款方便性影響而進行消費行為。另外大學生在電視購物頻道中未消費的主要原因是無法實地感受到商品，節目內容無法吸引其消費行為，女性比男性的大學生更為明顯，並且因為沒有議價空間、無法實地感受到商品、資訊真假難辨、不相信內容和無實質幫助以及討厭電視購物頻道中所傳達產品的訊息，都是大學生不願在電視購物頻道中消費的主要原因。
關鍵字：電視購物，消費者行為

關鍵字

電視購物 ； 消費者行為

並列摘要

The Research of Consumer Behaviors on TV Shopping
- In Colleges of Taipei Metropolitan Area
< Abstract >
TV shopping is an already established form of consumer behavior in Taiwan. It’s very popular in this country due to Taiwan’s rich media interface, and an already matured media environment. By using video, audio, and informational technology, consumers who shop on TV feel more secure from risks, when compare to other consumers who shop in conventional ways. However, previous research has mainly focused on the field of department stores, supermarkets or other traditional types of shopping, for their surveys of retail issues. Little attention has been given to consumer behavior in TV shopping. A structured questionnaire was developed after a comprehensive review of current related literature. The decision process of EKB consumer model has been adopted as the main framework. Surveys had been conducted on college students of Taipei Metropolitan area. The research will lead to a conclusion and a suggestion for future education and business.
According to the research, the time frame for students in Taipei city who watched televised shopping program weren’t consistent, but usually within 30 minutes. These students usually view the program between 7pm to 1am. Credit card is most preferred payment by consumers, and next favorite payment option is COD/Cash. Most purchases were under $3000NT, consumers purchase primary on consumer electronics and home appliances. Based on the research, higher viewing frequencies do influence students purchasing behavior. More they watch televised shopping programs, the purchasing desire influenced by product and category have also been increased. The hour of time watched also influenced behavior through the quality of programs and the show host to increase repeated customers. Female students have been more influenced by quality of programs, product price, and payment than males.
The reason that TV shopping didn’t appeal to some students is due to the fact that they can’t see and touch the actual product, and the program content doesn’t interest them. Female students represent majority in this group. Restrains of TV shopping such as unable to negotiate price, can’t see the actual products, unable to verify the information, and dislike the sales pitch from TV program all contributed the main reasons for not shopping from TV programs.
Key Word : TV Shopping、Consumer behaviors

並列關鍵字

TV Shopping ； Consumer behaviors