| 摘要: | 科技的進步改變了人們的生活型態，電視購物逐漸被消費者所接受。依據經濟部統計台灣的無店面零售業從2002年的819億元成長到2011年的1,755億元，電視購物在過去幾年內快速成長和普及化，消費者越來越依賴在電視購物台購買商品，電視購物己逐漸成為未來消費的主要模式，電視購物台營運表現也十分驚人。
宅經濟是近年來熱門話題，消費者不出門都能在家進行消費，讓電視購物產業在經濟蕭條中還能逆勢成長。2010年購物台透過電視購物頻道來銷售房地產，電視購物提供多樣化的商品內容，已深深虜獲消費者的心，達到不出門就能購足消費者所需。
本研究採用問卷調查法，以900位的電視購物消費者為研究對象，問卷回收之後資料建立關聯性資料庫，以SPSS Clementine為分析工具，透過資料探勘做集群分析以找出消費者輪廓，並運用關聯法則瞭解消費者對於電視購物代言人及商品的光譜現象。並依據消費者輪廓及偏好描繪出產品行銷知識地圖及代言人行銷知識地圖，由知識地圖中，發掘出不同集群之間的購買動機、交易機制偏好等需求，找出最佳的代言組合並進行推薦，進一步整合成企業不可或缺的商業智慧。
運用資料庫探勘出消費者電視購物行為模式的推薦機制，利用代言人及產品光譜策略分析圖，提出策略建議。從代言人、時段、顧客輪廓及產品間的操作歸納出，消費者於電視購物的四個商業模式，新市場策略、滲透策略、低價策略、精品策略，期望能提供相關業者有關於電視購物市場脈動的一些新觀點，為電視購物市場帶來更蓬勃的發展。
Nowadays, the technology improvement has changed people’s lifestyle and it has made that consumers gradually accepted television (TV) shopping . According to statistics by Ministry of Economic Affairs, non-store retailing market in Taiwan has grown from NT$81.9 billion in 2002 to NT$175.5 billion in 2011. Obviously, TV Shopping become popular and also develops rapidly over the past few years. More and more consumers rely on TV shopping to purchase products for their needs. TV Shopping will be the main purchase model in the future.
The study used questionnaires to 900 samples TV shopping consumers for the study, questionnaires were collected data to create relational database to the SPSS Clementine analysis tool. In order to identify consumers’ contour by cluster analysis K-Means. Furthermore, it utilizes association rules (Apriori) to realize how consumers Endorsers spectrum and Product spectrum between in TV shopping. It can be outlined the knowledge map of product marketing and Endorsers marketing in TV shopping based on consumers contour and preference. From knowledge map, it can discover the purchase motivation in different cluster, transaction preference or other demands. Thus, it can acquire the best advertising combination and proceed with recommendation; meanwhile, it is helpful to create the essential business intelligence via further integration.
According to the database, it researches the recommendation pattern of consumers behavior in TV shopping. TV shopping, customer contour and product operation, it sums up four business models in TV shopping: new marketing strategy, penetration strategy, low-cost strategy, quality product strategy, and the study anticipates that the related enterprise in TV shopping can offer new views about TV shopping market and then grow more vigorous development in TV shopping market. |
