近年來,零售市場最具革命性的事件,無疑是電視購物的興起。短短五年內,國內最大的電視購物業者東森購物高速擴張,於2004年創下300億元營業額,進而吸引越來越多的廠商陸續進入這個市場。據一項針對東森購物會員所做的調查指出,女性消費者即佔了會員數的七成,而這群消費者帶動電視購物市場的大幅成長。有鑑於此,如何依據電視購物女性消費者之消費行為,進而擬定適當的行銷策略,已成為電視購物經營管理之重要課題。因此,本研究旨在探討電視購物女性消費者之消費行為,以EKB模式之消費前決策過程為架構來探討電視購物消費行為,藉以了解女性消費者特性及其消費行為。 本研究針對購買過及未曾購買過電視購物商品的女性消費者進行問卷調查,並以SPSS 12.0軟體對樣本資料進行統計資料處理。研究結果顯示: 一、 曾購買過電視購物商品的女性消費者,其不同消費頻率群與消費行為、人口統計、重視電視購物因素及生活型態等變數有顯著性差異。 二、 曾購買過電視購物商品的女性消費者,其不同消費動機群與重視電視購物因素及生活型態變數有顯著性差異。 三、 未曾購買過電視購物商品的女性消費者,其人口統計變數與重視電視購物因素有顯著性差異。 四、 未曾購買過電視購物商品的女性消費者,其重視電視購物因素與生活型態變數有顯著性相關。 本研究依上述結果提出相關建議,以作為電視購物業者訂定行銷策略之參考。
In recent years, the most revolutionary incident in the retail market is undoubtedly the rise of TV shopping. ET Mall, the biggest domestic TV shopping company, has expanded at a high speed during the past five years. ET Mall created the turnover of NT$30 billion in 2004 and then attracted more and more manufacturers to enter this market successively. A survey of ET Mall members pointed out that 70% of the members are women consumers and this group of consumers drives the growth of TV shopping drastically. In view of this, how to formulate proper marketing tactics in accordance with women consumer behaviors has become an important subject in TV shopping management. Thus this research aims at probing into the behaviors of women TV shopping consumers. It uses the EKB decision-making process to explore consumer behaviors in TV shopping and find out women consumers’ characteristics and their consumer behaviors. This research carries on a questionnaire survey of women consumers who have bought TV shopping goods as well as those who haven’t. It uses SPSS 12.0 software to get statistical data from sample materials. The result of this study shows: 1. Women consumers who have bought TV shopping goods have dominant differences in the different consuming frequency group and consumer behaviors, demography, paying attention to TV shopping factor, and living style parameter. 2. Women consumers who have bought TV shopping goods have dominant differences in the different consumer motivation and paying attention to TV shopping factor, and living style parameter. 3. Women consumers who haven’t bought TV shopping goods have dominant differences in the demographic parameter and paying attention to TV shopping factor. 4. Women consumers who haven’t bought TV shopping goods are dominantly correlated with the paying attention to TV shopping factor and living style parameter. In accordance with the results mentioned above, this research makes relevant suggestions as a reference for TV shopping industry managers in formulating marketing tactics.