台灣電視購物產業蓬勃發展，加上「數位匯流」趨勢，主要電視購物業者
紛紛整合電視、網路、手機等通路，使台灣電視購物規模不斷擴大，消費者有何
需求、對於電視購物頻道行銷手法有何感受，乃值得深究的課題。
本研究採用深度訪談法的半結構式訪談，以立意抽樣方式，訪談10 位居住
在大台北地區的電視購物消費者，旨在探討其需求，以及其對於電視購物頻道行
銷手法的感受。
研究發現：
一、受到電視購物便利性吸引，購買日常生活用品、旅遊產品的人很多。
二、儘管消費者常在電視購物消費，但會到實體通路購買物品。
三、由於無法親自看到商品，電視購物消費者感到知覺風險。
四、電視購物消費者喜歡的主持人特質是誠懇、有信用。
五、電視購物消費者對特定頻道較無忠誠度。
六、電視購物消費者在下單時，偏好專人接聽服務。
七、電視購物消費者雖然肯定電視購物便利性與商品便宜價格，但是仍對
品質有疑慮。
八、電視購物消費者認為未來電視購物將繼續蓬勃發展，是時勢所趨。
本研究根據研究結果，提出研究建議如下：
一、政府監督，落實鑑賞制度
二、付款安全，推第三方支付
三、積極管理，盼主持人自制
四、服務取勝，勿用噱頭行銷
五、養忠誠度，可用集點紅利
六、專人接聽，供客製化服務
七、提供試用，通路虛實整合
八、數位匯流，整合不同系統
九、賺親友財，引入推薦制度
十、強化物流，退貨化繁為簡 / The TV shopping industry has been thriving these years. With the trend of digital convergence, major TV shopping enterprises are dedicated to integrating different channels, including TV, the Internet and mobile phones and broaden the size of the industry. What customers need and how they feel about the marketing strategies of the TV shopping channels are issues worthy to research.
Adopting semi-structured and depth interview, the study applies purposive sampling and interviews 10 TV shopping consumers living in greater Taipei area, aiming to investigate these consumers’ demands and their feelings about marketing strategies of TV shopping channels in Taiwan.
The findings are:
1. Due to the convenience, consumers are attracted to purchase daily necessaries and tourism products.
2. Consumers purchase at brick-and-mortar stores though they often do TV shopping.
3. Consumers feel perceived risk because they can’t see the product themselves.
4. Consumers hope hosts of TV shopping programs to be sincere and honest.
5. Consumers are not loyal to specific TV shopping channel.
6. Consumers prefer to be served by people rather than phonetic system.
7. Consumers worry about quality of goods even though they affirm the convenience of TV shopping and lowers prices of goods.
8. Consumers hold optimistic attitude towards the development of TV shopping in the future.
Based on the research conclusion, the suggestions are:
1. The government should supervise the Satisfaction Guarantee & Return Policy of TV shopping channels.
2. Third-Party Payment should be implemented to enhance the safety.
3. The hosts of TV shopping programs should not exaggerate the effects of products.
4. TV shopping channels should put more emphasis on service and avoid tricks meant to deceive.
5. The activity of bonus points should be implemented to make consumers loyal to specific TV shopping channels.
6. More customized services should be provided.
7. TV shopping enterprises should integrate different shopping channels and provide probationary service.
8. Different systems should be integrated to meet the era of digital convergence.
9. Introduction systems should be used to make more consumers shopping with their family members.
10. Logistic systems should be fortified to make it easier for consumers to return their goods.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0099921025 |
| Creators | 廖筱清 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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