電視購物節目影像版式對消費傾向影響之研究

Abstract

本研究探討電視購物頻道節目中之影像版式對於消費者的購買傾向之影響。以全國性電視購物頻道影像進行分析，全國性電視購物包括五個東森購物台、富邦momo及富躍購物等共七個頻道。 本研究採用問卷調查法做為主要研究工具，經由擷取電視購物頻道節目，分析歸納出三個基本電視購物版式L型版式、反L型版式及下底型版式。電視購物畫面中找出包括「影片區」、「商品資訊區」、「電話區」、「購物台名稱區」、「跑馬燈區」及「倒數計時區」等元素，利用版式及元素設計問卷，以了解民眾的喜好，進而對消費是否有影響。 以大台北地區為研究範圍。問卷採立意抽樣方式，有效問卷為407份，透過量化實證分析，研究結果顯示如下：民眾對版式喜好依序是L型版式，下底型版式第二，反L型版式第三。電視購物版式歸類之六個區對民眾的重要性依序為：「商品資訊區」、「影片區」、「電話區」、「購物台名稱區」、「跑馬燈區」及「倒數計時區」。 其次，對電視購物喜好上男女有差異，男性重視主持人及模特兒的影像，女性則重視商品之優惠折扣、贈品、贈送購物金金額等資訊。經由電視專業製作人員與民眾之問卷分析比較發現，電視專業製作人員對影片區、商品資訊區及電話區的重視程度比民眾來的高，而且對同時兩組以上跑馬燈不滿意度也比民眾高。 本文建議電視購物經營者可以針對有性別差異之商品，提供不同的資訊服務。商品資訊區最受重視，因此提供優質商品是電視購物頻道生存之道。民眾重視專人電話之服務，可以提升優於語音電話之專人電話服務。在促銷的手法上應隨時考量民眾的意見。 In this research it confers with the image presentation in television home shopping channel program would cause what kind of effect toward consumer’s shopping tendency. The research analyze the of the video display in television home shopping channel program, which contain of seven nationwide channels, five Eastern Home Shopping channels, Fubon momo shopping channel and Fullmall Home Shopping. In this research, it take questionnaire investigation as main research method, the contain of questionnaire include frame the factors via analyze the television home shopping program, include “film area”, “product information area” , “phone call area”, “shopping program title area”, “rolling type captions area” and “countdown area”. A total of 407 questionnaires were released. Besides the understanding of foregoing factor, here in this research also comprehend the fabrication flow path of the television shopping channel, and to do profundity interview with the backstage staffs, by these study to understand the present which kind of produce could fit the requirement of public, to attract the audience, and try to understand the difference between the need of audience and the need of program producer. In gender, there have differences fancy in the TV shopping. Male pay more attention to the image of host and model than female, on the contrary, female take more notice of the information of discount and present. Compare the common people and the TV producer. It showed that TV producer attach more importance to “film area”, “product information area”, “phone call area” than common people. In the meanwhile, the TV producer discontented more than two modules of “rolling type captions area”. The paper proposes that the TV shopping conductor should offer different information service for different gender. It is the way where the TV shopping channel survives to offer the high-quality goods. And also it should provide the service of Specialist telephone. If there have any promotion, it is necessary to take the people’s opinion into consideration.