消費者評選電視購物商品決策要素之研究

The Study of the Elements of Consumer Decision-Making of the Selection of TV Shopping Goods

戴慧伎、陳恒毅
H. C. Tai and H. Y. Chen

高苑科技大學 經營管理研究所

摘要

　　本研究旨在探討消費者評選電視購物商品決策要素之研究，經由相關文獻探討彙整，並透過德爾菲法（Delphi method）、層級分析法（Analytical Hierarchy Process, AHP）來了解消費者評選電視購物商品購買決策的關鍵要素。 本研究採問卷調查，針對持續購買電視購物商品五年以上者為範疇。問卷共發放40份，回收40份，無效問卷為0份，有效問卷為40份，回收率達100%。 研究結果顯示，探討產品屬性、服務品質、溝通管道對消費者評選電視購物商品決策要素中，以產品屬性最具關鍵影響構面，服務品質層面次之。其中前六大主要關鍵評估準則為預期相同、良好聲譽、價格便宜、方便退換貨、限時限量、十天鑑賞期。較不具關鍵因素則為銷售情境與廣告代言人。

關鍵字：電視購物、消費者決策、EBM模型、層級分析法。

ABSTRACT

　The purpose of this study is to discuss the main factors of decision-making on selection of television shopping goods. This study will analyze and summarize the relevant literatures with the use of Delphi Method and Analytical Hierarch Process (AHP) to understand the central elements of consumers’ selection on television shopping goods purchasing decision. A questionnaire method will be used in this study to investigate the consumers’ behavior towards television shopping. A total of 40 questionnaires were distributed to the customers who had continuous experiences on television shopping for more than five years. A total of 40 questionnaires will be received from the customers at the end of this study, with 40 valid ones, for a total of 100% return rate, and 100% validity rate.

　The study examines the product attributes, quality of service, and communication method. The results indicate that the most influential element of selection of television shopping goods to consumers in the decision-making is the product attributes, followed by service quality. Meanwhile，the prior consideration key factors is based on the indexes as following: customer expectations, business reputation, price of goods, accessibility on exchanging or refunding, limited time and goods and ten-days trial period. The most critical indexes are selling scenario and advertising representative.

Keywords: TV Shopping; Consumer Decision-Making; EBM Model; Analytical Hierarchy Process