王千睿Wang, Chien-Jui孫嘉禾Sun, Chia-Ho2022-06-089999-12-312022-06-082021https://etds.lib.ntnu.edu.tw/thesis/detail/adb77103d88daaf42be38f81a7b042d0/http://rportal.lib.ntnu.edu.tw/handle/20.500.12235/116742隨著數位科技資訊媒體業蓬勃發展，影像傳播銷售已發展為重要的行銷通路，市場規模日益增長，如以傳播媒介做區分，概略可分為電視購物以及網路新媒體傳播銷售兩大類型。台灣電視購物於1992年出現「無限快買電視購物頻道」，發展至今已趨成熟，現有東森購物、富邦MOMO、三井Viva和等主要電視購物頻道，市場營收規模超過千億。電視購物的經營優勢包括二十四小時服務、隱密性與方便性、軟性友善的推銷策略，加上品牌具有永續經營的觀念，成為各大商業集團積極發展的新興通路。電視購物最明顯的特點以及能否成功經營的關鍵，就是由深具個人魅力的購物專家向消費者解說商品，近三十年發展下來，在整個影像傳播產業中捧紅了不少購物專家。購物專家在螢幕上一次次的精彩演出，銷售界的天王天后以秒計算產值，若非口條、反應、個人魅力與銷售技巧出類拔萃，不是人人都能勝任，透過多年時間經驗累積下來，這些成功的購物專家對影像傳播銷售有著舉足輕重的影響。本研究採用質性研究方法，彙整資深購物專家、節目製作人、商品開發人員與消費者的訪談紀錄，輔以筆者親身擔任電視購物專家十七年的實例驗證，歸納出一位成功的購物專家不僅對消費者具有外部影響力，在電視台內作業流程的每一個環節亦能發揮內部影響力；其影響力之強弱不僅依賴資深的經驗累積，也和以下四種才能特質密切相關：選品眼光是否精準、是否具備鏡頭魅力、能否建立充分的信任感，以及銷售技巧。凡是成功的購物專家，以上幾項特質均有水準以上的表現。With the vigorous development of the digital technology information media industry, TV shopping has become a critical market for marketing channels. The market scale is growing day by day, distinguished by the media, it can be roughly divided into two types: TV shopping and online new media channels. Taiwan’s TV shopping started from “Wu Xien Kuai Mai” in 1992. Nowadays, ET Mall, MOMO, VIVA TV and U-Mall have developed a mature Taiwan TV shopping channel market, with revenues exceeding 100 billion New Taiwan Dollars.The operating advantages of TV shopping include 24-hour shopping service, privacy and convenience, and a soft and friendly marketing strategy. Under the concept of sustainability, it has become an emerging channel that major business groups actively want to enter. Taiwanese TV shopping has been around for nearly 30 years, and the key to successful sales is a shopping expert with a deep personal charm. Experts in the sales industry calculate the output value in seconds, relying on outstanding slogans, reactions, personal charm and sales skills, not everyone is competent. Through the accumulation of years of time and experience, these successful shopping experts have a decisive influence on video communication sales.This research adopts qualitative research methods to compile interview records of senior shopping experts, program producers, product developers and consumers. In addition, the author has been a TV shopping expert for 17 years. It is concluded that a successful shopping expert not only has external influence on consumers, but also exerts internal influence in every aspect of the TV station's operation process. The strength of its influence is not only dependent on the accumulation of senior experience, but also closely related to the following four characteristics: whether the selection of products is accurate, whether it has the charm of the lens, whether it can build a sufficient sense of trust, and sales skills. All successful shopping experts have excellent performance in the above characteristics.電視購物購物專家影響力TV ShoppingShow HostInfluence學術論文