電視購物在台灣日漸普及,往往能造就驚人的業績表現,尤其以珠寶產品和3C商品為主要的熱銷商品。在電視購物頻道中常見的促銷手法,包括產品不同的展示方式和提供不同的比價機制等,常被認為是激發購買慾望的原因之一。然而尚無學術研究結果證實電視購物頻道中不同的促銷手法對購買意願的影響。 本研究將運用實驗設計的方式,以售價合理程度為共變數,分析電視購物頻道中高涉入產品的呈現方式對購買意願的影響效果,以及產品態度和認知價值的中介效果。 實驗一以珠寶精品為實驗商品,實驗操弄變數為產品展示(模特兒走秀、產品特寫)和比價機制(網站比價、品牌比價、無比價)等六組節目影片,結果發現:1)產品展示有顯著效果,產品特寫比模特兒走秀更能提產品態度和高購買意願;比價機制對產品態度和購買意願有顯著影響,其中以品牌比價的效果最佳;2)當節目中有提供比價訊息時,使用產品特寫的效果優於模特兒走秀;3)產品展示的主效果會透過產品態度和認知價值部分中介其效果來影響購買意願。 實驗二以3C電子產品為實驗商品,實驗操弄變數為產品展示(模特兒走秀、產品特寫)和比價機制(同價格不同功能比價、同功能不同價格比價、無比價)等六組節目影片,結果發現:1)比價機制對購買意願有顯著影響,當節目提供相同價格但功能較差的產品比價的效果最好;2)產品展示和比價機制有交互效果,當節目沒有比價訊息的提供,則使用模特兒走秀具有顯著影響;3)產品態度和認知價值具有完全中介效果。
In the recent year, TV shopping is becoming popular in Taiwan. It always creates unbelievably vast sales, especially jewelry and 3C product. The promotional strategies used by TV shopping, including product representation and price comparison, are considered as some contributors to purchase intention. However, the relation between promotional strategies and purchase intention has not been proved by any academic research. In this study, we use experimental design to analyze that how the different ways high-involved products presented in TV shopping channel affect purchase intention with covariate - price reasonability, and how it influences purchase intention mediated by the product attitude and perceived value. In study 1, we use jewelry as experimental product. This experiment manipulated two variables: product representation (model/close-up), price comparison (website/brand/none), and the result is as follow: 1) there is a significant effect in product representation, and close-up is superior to model in affecting product attitude and purchase intention; there is a significant effect in price comparison, and there is the best effect when the source of price comparison is from other brands; 2) when the message of price comparison is supported in the show, the effect of close-up is better than model; 3) the main effect is partial mediated by product attitude and perceived value. In study 2, we use 3C product as experimental product. This experiment manipulated two variables: product representation (model/close-up), price comparison (the same price/the same features/none), and the result is as follow: 1) there is a significant effect in price comparison, and there is the best effect when the source of price comparison is from the same price but the worse features; 2) there is an interaction effect between product representation and price comparison. When there is no price comparison, there is the highest effect in using model; 3) the main effect is mediated by product attitude and perceived value.
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