電視購物環境、產品屬性對消費者電視購物意願之影響

Abstract

由於技術的增進及接受衛星訊號，使得電視購物將成為企業新的經營商場，亦隱含著龐大的商機。因為電視購物這個無店舖銷售通路將成為全球風行的通路新趨勢，實有必要針對電視購物這個環境加以探討。本研究主要在探討影響消費者電視購物行為的因素，而根據國內外電視購物現況及相關文獻之探討後，加以整理歸納，提出本研究之操作性研究架構，即探討消費者對於電視購物之購物環境、產品屬性及消費者之人口統計變數對於電視購物意願之影響。

在研究方法上採取多變量變異數分析法，探討購物環境因素、產品屬性因素在購物行為上有無差異，並利用因素分析萃取出重要因素。

本研究發現如下: 1.購物環境因素在電視購物上有部分差異，主要是因購物環境因素中的便利性因素在電視購物上有明顯差異，顯示消費者於電視購物時，對於所欲購買產品之購物環境之便利性相當重視，其購物環境之便利性會影響消費者在電視上之購買行為。其中購物環境因素之重要因素構面包括了購物環境便利性、購物環境豐富性、購物環境之商店知名度。 2.產品屬性因素在電視購物上有部分差異，主要是因產品屬性因素中的廣告促銷及售後保證因素在電視購物上有顯著差異。在廣告促銷方面顯示消費者於電視購物時，對於產品之促銷活動相當注意，顯示消費者是否會購買與促銷活動大有關係；而在售後保證部份對於所欲購買之產品品質可能存疑，故當其於電視上購物時，對於產品的品質保證及售後服務皆非常重視。其中產品屬性因素之重要因素構面包括了產品外觀、產品的廣告促銷、產品的售後保證、產品使用功能及產品代價。 3.在人口統計變數方面，性別、教育程度、婚姻狀況、看電視時間之不同對於電視購物意願有較顯著的影響。

關鍵字:電視購物、購物環境、產品屬性

With the progress of technology and accept satellite signal has derived tremendous potential opportunities thus making the TV shopping for business. Because TV shopping (Non-store Retailing) will become the popular new passageway trend in the world , it makes us more attach important to TV shopping. This study wants to discuss the factors influencing the consumer behavior of TV shopping. This research compiled documents such as current foreign and domestic TV shopping status and relevant researches, to construct the operating framework for this research, which is to study the impact of consumer’s TV shopping environment, product attribute and demographic variation has on TV shopping intention.

The study discuss shopping environment、product attribute that impact TV shopping by Multivariate Analysis of Variance , and solve the important factors by Factor Analysis.

The conclusion:

1.The shopping environment has a part of significantly difference in TV shopping . The point is conveniently factor is significantly difference in TV shopping . It shows that consumer are care for shopping environment’s conveniently when they do TV shopping .The conveniently of shopping environment will influence consumer’s purchase behavior on TV. The important factors divide to conveniently, abundant and shop celebrity from shopping environment.

2.The product attributes have a part of significantly different in TV shopping. The point is promotion and guarantee factor is significantly difference in TV shopping . In promotion aspect , it shows that consumer is more attractive on product’s promotion activity on TV shopping. It shows big relation between consumer’s purchase behavior and promotion activity. In guarantee factor, it makes us know the most important effect on TV shopping from product attributes is product quality and service because the consumer are suspect of product quality when they do TV shopping. The important factors divide to outward appearance 、 promotion 、function and value from product attributes.

3.In demographic variation aspect, the difference of sex、the degree of education 、marry and the time to watch tv has obviously influence on TV shopping intention.