| Summary: | 碩士 === 國立臺灣大學 === 商學組 === 97 === The market scale of TV Home Shopping industry in Taiwan has grown from 500 million in year 2000 to 45 billion in 2008, averagely every 1 in 10 consumers has experience purchasing product from TV shopping channels, and they are getting more and more adaptable to such model, which is different from that of substantial retailing and internet shopping and has brought to the consumers brand new shopping experience. Despite of its "Virtual" category, the challenges of how to gain reliance, create customer satisfaction and further grow customer loyalty has becoming equally important task for the TV Home Shopping industry.
By analyzing the survey data collected via questionnaire through Structural Equation Model, this study tried to explore whether the "Conscious Quality" consumers experienced during the TV shopping process would impact the level of satisfaction and repurchase willingness. The result showed that: (1) the "Conscious Quality" defined in this study, including the quality of TV Program, Order Taking, After-sale Service, Return/exchange Service, Order Delivery…etc., has significantly impacted the level of customer satisfaction and repurchase willingness; (2) The quality factor that impacted overall customer satisfaction most is "Order Taking", followed by "After-sale Service"; Customer Service Indicator is with critical meaning in terms of customer satisfaction. (3) Similar to the previous finding, the quality factors that impacted repurchase willingness most is, again, the "Order Taking", followed by "After-sale Service". This also reflected that when purchasing through virtual outlet, mechanisms of order taking and after-sale services that reduce consumer''s risk concerns would in turn increase the reliance of TV Shopping and boost consumer''s repurchasing willingness.
Key words: TV Home Shopping, Customer Satisfaction, Repurchase Willing
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