電視購物台構買意願之實證分析

The Empirical Study Empirical on the Purchase Intention of TV Shopping Channel

在過去十年中，購物環境最引人注目的趨勢之一，即是消費者可與日益增加的通路零售商直接互動。由於科技與網際網路的發展，使得消費者從原本被動的接收電視廣告，轉變為可主動選擇、過濾、接收網路廣告的角色。再加上網際網路不如電視的普及，而網路購物也不似電視購物有專人為產品作說明。因此，這種專為購物所設置的電視購物頻道與購物專家自此應運而生。為了瞭解觀眾在購物台的涉入度、對購物專家的信任、購物專家吸引力、購物台形象與購買意願之間的關係。本研究藉由問卷調查法來探討觀眾如何受涉入度、購物專家吸引力、信任與購物台形象所影響，從而改變其對電視購物之購買意願。研究結果顯示，觀眾對電視購物的涉入度、購物專家吸引力、信任與購物台形象會直接影響其購買意願，而對購物專家的信任則對購物台涉入度與購買意願之間具有顯著的中介作用。最後，本研究更進一步提出具體建議，以供相關業者作為改善、提升觀眾購買意願之依據。

In the past decade, one of the most dramatic trends in the shopping environment is the proliferation of channels that consumers can use to interact with retailers. The development of technology and the Internet has transformed consumers' passive roles that were used to merely accepting TV advertisement into becoming more active by being able to choose, filter, and receive online advertisements. Moreover, the Internet is not as popular as TV and Internet also does not have someone explaining the products like on TV shopping channels. Therefore, the TV shopping channels and TV shopping experts are specifically established for shopping purposes. In order to understand the relationship among audience's involvement of TV shopping channel, TV shopping experts' attractiveness, trust, TV shopping channel's image, and purchase intention. This research applied the questionnaire method to investigate how the audience is influenced by involvement of TV shopping channel, TV shopping experts' attractiveness, trust, and TV shopping channel's image, as well as how this transformed the relationship on purchase intention. The results showed that the audience's involvement, shopping experts' attractiveness, trust, shopping channel's image possess direct influence on purchase intention, the trust has significant mediating effects on the relationship between audience's involvement and purchase intention. Finally, this research further provided the industry with concrete suggestions regarding how to improve and enhance audience's purchase intention.