| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 94 === Abstract
Nowadays, the TV shopping channel has gradually replaced the traditional real
store. To enhance the customer value of TV shopping, enterprises (TV shopping
channel owner) need to know more consumers’ needs through TV shopping channel.
Therefore, this study collected the three layer (goal, object and principle layers)
factors of affecting customer value from literatures review and find out the weight of
each factor by Fuzzy AHP (analytic hierarchy process).
The results of this paper found that the highest weight factor of increasing
customer value is “decreasing customer cost”, the second one is “increasing the value
of combination” and the last one is “increasing the add value” in the goal layer.
In the object layer, we found that the most important factor of “decreasing
customer cost” is “decreasing the cost of safety”; the most important factor of
“increasing the value of combination” is “discount of products” of “promotion”.
Finally, this paper summarized first four factors of increasing customer value as
follows: “payment security”, “private information security”, ”safety of products”
and ”shortening the delivery time”. According to the first four factors, most of them
are related to the cost of safety. Therefore, we suggest that enterprises can build well
reputation in order to deduct costumers'' doubt about the safety. The results can also
provide the enterprise for their references to propose the strategies to increase their
customer value.
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