消費者選擇電視購物頻道之關鍵因素探討

本研究先蒐集文獻資料以對消費者選擇電視購物頻道之因素進行瞭解，應用深度訪談之原理與技巧蒐集曾在電視購物頻道購買商品之消費者意見，歸納整理出消費者選擇電視購物頻道之因素，並據以設計第一階段問卷後發放予曾在電視購物頻道購買商品之消費者。第一階段問卷回收後再經過歸納，得到「促銷手法」、「價格與支付」、「商品本身」及「購買便利性」等4個面向並建構出本研究AHP層級分析法之層級架構；再設計第二階段問卷，亦發放曾在電視購物頻道購買商品之消費者以蒐集資料，第二階段問卷回收後將資料錄入Expert Choice 2000統計套裝軟體計算，通過一致性檢定後將統計結果加以分析。經由統計結果得知，消費者選擇電視購物頻道之關鍵因素面向權重值由高而低順序分別為「促銷手法」、「價格與支付」、「商品本身」及「購買便利性」；而消費者選擇電視購物頻道之關鍵因素整體權重以「業者促銷手法」、「價格合理」、「支付安全性」、「商品功效符合預期」及「時事及季節性促銷」為排序前五項；而以「衝動性購買」、「到貨速度」、「搜尋商品便利」、「服務品質」及「資訊充分揭露」為排序最後五項；本研究據此提出四項具體建議供作參考。

關鍵字

電視購物頻道；關鍵因素； AHP層級分析法

並列摘要

This study collects literature to understand the factors that consumers choose TV shopping channels, applies the principles and techniques of in-depth interviews to collect the opinions of consumers who have purchased products on TV shopping channels, summarizes the factors that consumers choose TV shopping channels. Based on the design of the first-stage questionnaire distributed to consumers who have purchased products on TV shopping channels. In the first stage, the questionnaire was collected and then summarized, and four aspects were obtained, including "Promotional Methods", "Price and Payment", "Products" and "Purchase Convenience", and the hierarchical structure of the AHP analysis method of this study was constructed; The second-stage questionnaire is designed, and consumers who have purchased products on TV shopping channels are also distributed to collect data. After the second-stage questionnaire is collected, the data is entered into the Expert Choice 2000 for calculation, and the statistical results are analyzed after passing the consistency check. According to the statistical results, the key factors for consumers to choose TV shopping channels are "Promotional Method", "Price and Payment", "Products" and "Purchase Convenience" in descending order of weight value. The overall weight of the key factors for choosing TV shopping channel is the top five in the ranking: "Promotional Tactics", "Reasonable Price", "Payment Security", "Products Meets Expectations" and "Current Events and Seasonal Promotions"; "Impulse Buying", "Speed of Delivery", "Convenience in Searching", "Quality of Service", and "Adequate Disclosure of Information" are the last five items in the ranking. Based on this, this study puts forward four specific recommendations for reference.