The Effect of Advertising Program Elements for Traveling Products on Consumers' Purchase Intension，Trust and WOM in TV Shopping
| Autor: | Mei-Hui Sung, 宋美慧 |
|---|---|
| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 The TV shopping program creates a new marketing channel, consuming model and abundant information which provides consumers multiple choices. Through survey, this research aims to confirm the advertorial, comprehensive information, real scenery and seasonal scenery -picture contract, special promotion in limited timeframe will affect and drive consumers’ behaviors. Infomercial is the presentation of TV shopping. It features the format of normal TV show to marketing and selling the products. It has sufficient run time to demonstrate the specialty and goodness of the product and thus can attract consumers’ attention and purchase. Elliott and Lockard (1996) defined it as long-form (i.e., typically 30 minutes), direct-response television programs that invite consumers to directly contact a marketer to buy a product or service, or procure information. This research reviewed relevant papers and studies, and employs experimental questionnaire survey and a total of 245 City and County consumers’ valid questionnaires were returned. After reliability analysis、descriptive statistics analysis、t-test、one way ANOVA and regression analysis，the study gets the conclusions as follows: 1.Advertorial factor has significant impact on consumers’ behaviors. 2.Complete information factor will create significant positive impact on consumers’behaviors. 3.The factor of real scenery and seasonal scenery -picture contract have significant impact on consumers’ behavior. 4.Special promotion in limited time frame will positively stimulate consumers’ purchasing behavior. 5.Consumers with different demographics have significant different understanding and response to advertorial, level of information gathered, real scenery, seasonal scenery-picture contract, and special promotion in limited timeframe. According to the findings of this study, we may suggest following: careful selection of show host, completion of information and elaboration, better demonstration of the charm of products and clear presentation of market force. In addition, future studies on cross channel comparison, cross geographic analysis and using different demo commercial videos as samples are also suggested. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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