| Summary: | 碩士 === 實踐大學 === 企業管理研究所 === 93 === Driven by the needs and changes of consumer demand, the wave of Home Television Shopping was created quickly and became amongst the general population, a the supposedly became the quickest widespread channel of “shopping arena.” The financial industry’s focus on the domestic markets is keen on competition due to the localization and consolidation of the financial holdings. A combination of these two industries may be even more profitable than for either industry alone.
Because there is no existing relative literature to financial products via home television shopping, we utilized the Exploratory Research method to proceed. First we collected data from in-depth interviews with related professionals and proprietors. In combination with first hand interviews, we referred to related literature. Content Analysis and Analytic Hierarchy Process were used to the collected analyze data. The study results divided key successful factor into five dimensions. Each Provided dimensions was passed through testing of similar agreements and concurred with the reliability standard and orders sorted by AHP.
Research results indicate that the key success factors lies in the quality of the television program, background of shareholders, and understanding of brand and function of the financial products. Our study suggests that successful proprietors of home shopping need to make an effort of good service in order to establish a long-term view in the field. Financial products are intangible goods so its quality becomes essential to capture the trust from customers.. Human Resource & Development should be viewed as an important sector. The judgment of the financial products is by solely by the appearance of the program quality. In conclusion, this study proposes that the proprietor should adopt integrated marketing communication in combination with the program entity channel. By adding a variety of advertisements to the channel, it will better enhance and attract the target performance and furthermore, expand the marketing channel.
Keywords: TV shopping, key successful factor, contents analysis, Analytic Hierarchy Process (AHP)
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