電視購物旅遊商品節目行銷元素對消費者購買意願、信任及口碑影響之研究

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Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/51971

Title:	電視購物旅遊商品節目行銷元素對消費者購買意願、信任及口碑影響之研究
Other Titles:	The effect of advertising program elements for traveling products on consumers' purchase intension，trust and WOM in TV shopping
Authors:	宋美慧;Sung, Mei-hui
Contributors:	淡江大學企業管理學系碩士在職專班洪英正;Hung, Ying-cheng
Keywords:	廣告節目化;資訊完整呈現;畫面契約化;限時限量促銷;資訊式廣告;購買意願;信任;口碑;Advertorial;Comprehensive Information;Picture Contract;Special Promotion in Limited Timeframe;Infomercial;Trust;WOM;Consumers' Purchase Intension
Date:	2010
Issue Date:	2010-09-23 16:19:11 (UTC+8)
Abstract:	電視購物的興起，讓旅遊商品打破傳統的行銷方法，改變其消費模式及提供多元化資訊，使消費者有更多重的選擇。本研究透過實驗法的研究，以「廣告節目化」、「資訊完整呈現」的程度、「旅遊產品實景及當季之實況呈現-畫面契約化」、「限時限量促銷刺激」等以為變項做為討論，進而探討在媒體節目呈現中，經由這些主要元素的刺激，確實會的影響到消費者，成為觸動消費者購物行為的關鍵。電視購物其表現手法是為「資訊式廣告」，以節目的方式展現來行銷展售商品，利用充份的時間，將商品的特性及優點做詳細的介紹，以達到吸引消費者的注意，進而購買其商品，因此，Elliott and Lockard（1996）的研究，將其定義為是一種時間較長，採直接回應形式的電視節目，試圖讓消費者直接與行銷人員聯絡以取得產品、服務或資訊。本研究蒐集各相關文獻探討，並以台北縣市的消費者為主要實驗研究對象，共回收245份有效問卷，以其進行信度分析、描述性統計分析、t檢定、單因子變異數分析及迴歸分析，經實驗分析出以下結論： 1. 廣告節目化在消費者購買行為上有顯著影響。 2. 資訊完整呈現程度在消費者購買行為上有顯著影響。 3. 旅遊產品實景及當季之實況呈現-畫面契約化在消費者購買行為上有顯著影響。 4. 限時限量促銷刺激在消費者購買行為上有顯著影響。 5. 不同的人口統計變項在「廣告節目化」及「資訊完整呈現」的程度、「旅遊產品實景及當季之實況呈現-畫面契約化」、「限時限量促銷刺激」之認知及消費者購買行為上會有顯著差異。透過研究實驗結果，對以下提出建議：購物專家的遴選、資訊的完整表露與解說、商品本身迷人魅力的展現、行銷力的展現。另外，在未來的研究方面可再增加各家購物台間差異比較研究、其他不同地區消費者研究，及使用不同的實驗影片做比較等。 The TV shopping program creates a new marketing channel, consuming model and abundant information which provides consumers multiple choices. Through survey, this research aims to confirm the advertorial, comprehensive information, real scenery and seasonal scenery -picture contract, special promotion in limited timeframe will affect and drive consumers’ behaviors . Infomercial is the presentation of TV shopping. It features the format of normal TV show to marketing and selling the products. It has sufficient run time to demonstrate the specialty and goodness of the product and thus can attract consumers’ attention and purchase. Elliott and Lockard (1996) defined it as long-form (i.e., typically 30 minutes), direct-response television programs that invite consumers to directly contact a marketer to buy a product or service, or procure information. This research reviewed relevant papers and studies, and employs experimental questionnaire survey and a total of 245 City and County consumers’ valid questionnaires were returned. After reliability analysis、descriptive statistics analysis、t-test、one way ANOVA and regression analysis，the study gets the conclusions as follows: 1.Advertorial factor has significant impact on consumers’ behaviors. 2.Complete information factor will create significant positive impact on consumers’behaviors. 3.The factor of real scenery and seasonal scenery -picture contract have significant impact on consumers’ behavior. 4.Special promotion in limited time frame will positively stimulate consumers’ purchasing behavior. 5.Consumers with different demographics have significant different understanding and response to advertorial, level of information gathered, real scenery, seasonal scenery-picture contract, and special promotion in limited timeframe. According to the findings of this study, we may suggest following: careful selection of show host, completion of information and elaboration, better demonstration of the charm of products and clear presentation of market force. In addition, future studies on cross channel comparison, cross geographic analysis and using different demo commercial videos as samples are also suggested.
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