科技的進步，改變了消費者的消費方式與習慣，也帶起了虛擬通路的風潮，其中又以電視購物成長最快。電視購物不但提供消費者購物的方便性與產品的多樣化選擇，且能透過主持人對產品的詳細介紹來了解產品，節省了許多產品資訊搜尋的時間。 沒有店面，只靠著在大家都接觸得到的電視上開了購物平台，到底有什麼樣的吸引力？電視購物頻道提供了什麼樣的廣告訊息，來刺激消費者在極短的時間內，或根本沒有時間考慮的情況下購買產品？消費者的知覺風險及廣告涉入程度高低將會如何影響訊息內容的接收，以及影響對電視購物頻道的廣告態度及購買意願？本研究以電視購物之消費者為對象，就電視購物頻道廣告訊息內容、消費者的知覺風險與廣告涉入程度，對廣告效果的影響作分析及研究。以供經營電視購物頻道業者參考，以滿足消費者之需求，進而引起購物意願。 本研究以因素分析(Factor Analysis)，集群分析(Cluster Analysis)及三因子變異數分析(Three-ways MANOVA)，進行因素縮減及分群，分析不同訊息內容偏好的消費者、不同知覺風險類型及廣告涉入程度高低對電視購物頻道廣告態度及購買意願之影響。分析樣本以回收之有效問卷214份為基礎。分析結果如下： 1.知覺風險會干擾消費者不同訊息內容偏好對購買意願之影響；但不會干擾消費者不同訊息內容偏好對廣告態度之影響。廣告涉入程度高低並不會干擾消費者不同訊息內容偏好對廣告態度及購買意願之影響。 2.消費者對電視購物廣告訊息的偏好不同，對電視購物廣告態度及購買意願亦有不同。「功能與經濟訴求」訊息內容偏好者與「服務與保證訴求」訊息內容偏好者皆比「形象與風格訴求」訊息內容偏好者有較佳之廣告態度。「服務與保證訴求」訊息內容偏好者比「形象與風格訴求」偏好者有較佳之購買意願。 3.不同知覺風險類型對電視購物購買意願的影響有顯著差異，但對電視購物的廣告態度無顯著差異。在知覺風險類型中，「自我滿足型」的消費者比「理智實際型」的消費者有較佳之購買意願。 4.「高廣告涉入程度」者比「低廣告涉入程度」者有較佳之廣告態度，也有較佳之購買意願。 The improvement of technology has changed the consumption behaviors of customers. And also, it has stimulated customers to consume through virtual stores, especially TV shopping. TV shopping channel provides a convenient way for shopping and various choices of products. Customers can get sufficient information through hosts’ detailed introduction for products, so that they can save time to collect products’ information by themselves when shopping in TV shopping channels. What attracts customers to buy products in TV shopping channels? What information contents TV shopping channels provide? Why customers can decide to buy products without careful consideration in TV shopping channels? How the perceived risks of customers affect the information contents to be delivered? How the involvements of customers affect the information contents to be received? This study is trying to analyze the relationship and effects between the preference of information content of customers, the perceived risks of customers and the involvement level of customers and how these 3 factors affect the advertisement attitude and purchasing intention. The main analysis ways used in this study are factor analysis, cluster analysis and MANOVA. The analysis samples are total 214 and got results as below: 1.The perceived risk of customers will interfere with the effect between the different preferences of information content and purchasing intention, but will not interfere with the effect between the different preference of information content and ads attitude. The involvement level of customers will not interfere with the effect between the different preferences of information content, ads attitudes and purchasing intention. 2.The different preferences of information content of customers will affect the ads attitude and purchasing intention. 3.The different types of perceived risk of customers will affect the purchasing intention, but won’t affect the ads attitude. 4.The high-involved customers will have better ads attitudes and purchasing intention than the low-involved customers.
