消費者生活型態與購物情境關聯之研究-以東森購物頻道為例

A Research of the Relationship between Lifestyle and Shopping Situation of Consumer – The Case Of The Eastern Home Television Shopping

張學梁(Shuei-Liang Chan)

指導教授 ： 蔡碩倉

亞洲大學/管理學院/經營管理學系碩士班/碩士(2005年)

摘要

電視購物的興起是近年零售市場最具革命性的事件，短短五年內，國內最大的電視購物業者東森購物高速擴張，創下300多億元營業額。其爆炸性成長造就新型式通路，不免讓實體通路業者膽戰心驚。電視購物關鍵在於經營模式，特別是市場區隔、市場定位與競爭策略。
本研究主旨在探討消費者生活型態與電視購物情境關聯性，根據文獻資料及產業背景分析，建立電視購物經營模型架構，將影響因子分為購物情境、服務品質、行銷組合及態度尋找影響消費者行為參與購買的關鍵性因素與電視購物經營業者與商品供應商成功關鍵因素，透過生活型態做市場區隔。以東森購物會員為研究樣本，利用問卷調查、因素分析、變異數分析、線性結構方程模式等分析工具，探討消費者生活型態與電視購物情境關聯性及電視購物成功關鍵因素。
研究結果發現不同人口統計變數，與生活型態類型的消費者對購物情境、服務品質、行銷組合及態度有不同的關連影響；但各類生活族群對購物情境皆以「購買情境」關連影響為最重。影響消費者行為參與購買的關鍵性因素為重視「購買情境」、「娛樂性」、「關懷性」、「產品」與「製作商品的內容及相關措施可方便協助我決定購買」。電視購物經營業者與商品供應商，最主要的成功經營關鍵要素為：為消費者營造適宜的「購買情境」、「娛樂性」、「關懷性」、「產品」與「方便購買」之電視購物商品節目。

關鍵字

電視購物 ； 生活型態 ； 消費者行為 ； 情境 ； 服務品質 ； 行銷組合 ； 態度 ； 結構方程模式

並列摘要

Television shopping starting was the recent years retail market most has the revolutionary event, in the short five years, the home biggest television shopping industry The Easter Home Shopping high speed expansion,created the more than 300 hundred million dollars turnovers. Its explosive growth accomplishes the new pattern circuit, unavoidably lets the entity circuit industry tremble with fear. The television shopping key lies in the management pattern, specially the market area segment, the market position and the competition strategy.
This research primary intention is discussing the relationship between lifestyle and the television shopping situation of consumer, according to the literature material and the industrial background analysis,establishes the television shopping management construction model,will affect the factor to divide into the shopping situation,the service quality, the marketing combination and the attitude, seeks affects the consumer behavior to participate in the purchase the crucial factor and the television shopping after the undertaker and the commodity supplier successful key aspect, pass through the lifestyle makes the market area to segment.The Easter Home Shopping member for studies the sample, using the questionnaire survey, the factor analysis, the analysis of variance, the linear structure equation pattern as analyzes tool,research the relationship between lifestyle and the television shopping situation of consumer and the television shopping successful key aspect.
The findings discovery different demography variable, with the lifestyle consumer to the shopping situation, the service quality, the marketing combination and the attitude has the different correlation influence; But each kind of lifestyle group the correlation influence as is all heaviest to the shopping situation take "the purchase situation". Affects the consumer behavior to participate in the purchase the crucial factor for to take "the purchase situation", " the entertainment ", "the concern", "the product" and "the manufacture commodity content and the correlation measure may facilitate assists me to decide purchases".
The television shopping after the undertaker and the commodity supplier, the most main success management essential factor is:Building for the consumer is suitable "the purchase situation","the entertainment ", "the concern", "the product" and "the convenience purchase" the television shopping commodity program.

並列關鍵字

Television shopping ； lifestyle ； Consumer behavior ； Situation,Service quality ； Marketing combination ； Attitude ； SEM ； Structural Equation Modeling

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