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研究生:陳獻凱
研究生(外文):Hsien-Kai Chen
論文名稱:電視購物前因之探討
論文名稱(外文):Antecedents of Television Shopping
指導教授:蔡東峻蔡東峻引用關係
指導教授(外文):Dung-Chun Tsai
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際企業研究所碩博士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:96
語文別:英文
論文頁數:65
中文關鍵詞:衝動性購買電視購物在家購物
外文關鍵詞:impulse buyinghome shoppingtelevision shopping
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由於科技的進步,使得電視購物成為零售業當中具潛力的通路之一。在現今,不管是在電視購物的發源地美國,或是在我們台灣,當地的電視購物業者都已創造出可觀的營收數據,以實務面來看,電視購物之所以值得研究,是因為它的高額營收以及它的高度的成長力,然而,由學術面來看,過去有關電視購物的研究多集中在單一或少數的消費者購買動機,甚少研究將電視購物獨有的特色完整表現出來,此篇研究係透過建立一個探討電視購物前因的模型,來完整了解電視購物的消費行為。
在模型當中,假設個人變數(包括知覺風險、對電視購物的態度以及衝動性購買的特質),情境變數(包括可看電視的時間,可外出購物的時間,以及每月可支配所得)以及刺激變數(包括促銷刺激的曝露及主持人與代言名人的魅力)會影響一群內生變數,包括看電視購物頻道的時間,正面情緒,以及購買衝動,最後,並影響消費者是否進行電視購物。
研究方法採用問卷調查及深度訪談。透過在當地一個大型消費廣場發放問卷來蒐集統計分析所需的資料,並使用統計軟體AMOS 5.0對假設模型進行驗證,在另一方面,也邀請十五位具有電視購物經驗的消費者來進行深度訪談,透過與消費者的訪談,來了解各變數之間假設關係更深層的意涵。
分析結果支持大部分的假設關係,其主要的發現如下:
(1)消費者的電視購物行為會受購買衝動及可支配所得正面地影響,並受到知覺風險負面地影響。
(2)消費者的購買衝動受到電視購物頻道的時間、正面情緒、衝動性購買特質及促銷刺激曝露正面地影響。
(3)消費者看電視購物頻道的時間會受到正面情緒、對電視購物的態度及可看電視的時間正面地影響,另一方面,並受到可外出購物的時間負面地影響。
(4)消費者的正面情緒會受到促銷刺激曝露以及主持人與代言名人的魅力正面地影響。
此外,以研究結論為基礎,提供未來研究的方向以及實務上的建議。
Due to technological progress, television shopping becomes one promising shopping channel in the retail industry. Whether in the leading market United States or in Taiwan, television shopping operators have achieved considerable sales. Television shopping is important to study not only due to its sales volume but also due to its growth potential. However, prior literature tends to focus on single or a few motivations; less research address the unique character of the television shopping environment. A model of the antecedents of television shopping is proposed to fully understand television shopping buying behaviors.
Individual difference variables (perceived risk, attitude toward television shopping, and impulse buying tendency), situational variables (time available for television viewing, time available for going out shopping, and money available), and stimulating variables (promotional stimuli exposure and attraction of program host and celebrity guest) are supposed to influence a set of endogenous variables, including positive affect, television shopping exposure, and buying urge, and ultimately, whether or not a television shopping purchase occurred.
The methodology is adopted by a questionnaire survey and in-depth interviews. The hypothesized model is empirically tested with data drawn from a questionnaire survey at a regional shopping mall. Analysis of the data, utilizing AMOS 5.0, supported most of the predictions. Additionally, in-depth interviews are conducted to support the meaningfulness of the hypothesized model.
The major findings of this study are as follow:
(1) Television shopping is positively influenced by buying urge and money available, and is negatively influenced by perceived risk.
(2) Buying urge is positively affected by television shopping exposure, positive affect, impulse buying tendency, and promotional stimuli exposure.
(3) Television shopping exposure is positively influenced by positive affect, attitude toward television shopping, and time available for television viewing, and is negatively influenced by time available for going out shopping.
(4) Positive affect is positively influenced by promotional stimuli exposure and attraction of program host and celebrity guest.
Besides, future research and managerial implications are addressed based on research conclusions.
Chapter 1 Introduction 1
1.1 Background 1
1.2 Motivation 1
1.3 Objective 4
Chapter 2 Literature Review 5
2.1 Buying Urge and Television Shopping 5
2.2 Television Shopping Exposure and Positive Affect 5
2.2.1 Television Shopping Exposure 5
2.2.2 Positive Affect 6
2.3 Individual Difference Variables 6
2.3.1 Perceived Risk 7
2.3.2 Attitude toward Television Shopping 8
2.3.3 Impulse Buying Tendency 8
2.4 Situational Variables 9
2.4.1 Time Variables 9
2.4.2 Money Available 10
2.5 Stimulating Variables 10
2.5.1 Promotional Stimuli Exposure 11
2.5.2 Attraction of Program Host and Celebrity Guest 11
Chapter3 Methodology 13
3.1 Research Framework and Hypotheses 13
3.2 Preliminary Efforts 16
3.3 Measurement 17
3.4 Pretest 23
Chapter 4 Results and Discussion 27
4.1 Data Collection and Sample 27
4.2 Results 27
4.2.1 Reliability Test 27
4.2.2 Validity Test 30
4.2.3 Structural Equation Model 34
4.2.4 The Rivial Model 38
4.3 Discussion 40
4.3.1 Discussion of Specific Findings 40
4.3.2 Discussion of In-depth Interviews 43
Chapter 5 Conclusion and Suggestion 51
5.1 Research Conclusions 51
5.2 Managerial Implications 53
5.3 Limitations and Future Work 55
References 56
Appendix I: Survey Questionnaire 59
Appendix II: Frequency of Purchase 64
Appendix III: Frequency of Product Categories 65
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