| Summary: | 碩士 === 佛光人文社會學院 === 傳播學研究所 === 95 === This study examines the connections of lifestyle and media usage between TV shoppers and nonshoppers in order to understand whether it has the difference between these two groups.
In this research both in-depth interview method and inquisition method are adopted. First, to interview 12 TV shoppers and 3 TV nonshoppers to comprehend their attributes toward TV shopping, lifestyle and media usage; second, to conduct a sample survey in which 247 are TV shoppers and 389 are nonshoppers out of the total 636 respondents.
Based on the existing literatures and media dependency theory, this study founds 14 hypotheses and concludes the following points:
(1) In terms of lifestyle, there are definitely differences between TV shoppers and nonshoppers. The orientations of TV shoppers are stronger than TV nonshoppers, especially shopping dimensions.
(2) In terms of media usage, there are definitely differences between TV shoppers and nonshoppers. The use degree of television, newspaper, radio and magazine to TV shoppers is higher than it to TV nonshoppers, while the use degree of internet to TV nonshoppers is higher than it to TV shoppers.
(3)In terms of sample background, such as age, education and income, there are also definitely differences between TV shoppers and TV nonshoppers. In comparison with TV nonshoppers, TV shoppers tend to be 31-50 middle-ages, better educated and have higher income.
This study is the first research to examine the lifestyle and media usage difference between TV shoppers and TV nonshoppers; it aims at the lifestyle and media usage difference between these two groups. In terms of communication theory, this study has proved that the consumers (audiences) have different media dependency to depend on different purposes, and has also supported the aspect of “media dependency theory”; meanwhile, this study has provided some detailed and appropriate ideas about market segmentation to TV shopping management([U]) as well.
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