On Marketing Strategies for Television Shopping – A Case Study on Dentistry Consultation Tickets

• Main Authors: Chih-Liang Su, 蘇志良
• Other Authors: Chorng-Shyong Ong
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/19286913631025969214

碩士 === 國立臺灣大學 === 資訊管理學研究所 === 99 === In recent years, TV Shopping become popular and develop its growth rapidly. Consumers also rely on TV Shopping to purchase products. As a result, more and more industries use TV Shopping Channel to provide services, for example, the Medical Cosmetology Industry. They sell the “Consultation Tickets” through the TV Shopping Channel because of the massive demand. Consumers can spend less money to experience services and the service providers can expand their business by using the TV Shopping Channel. Nowadays, consumers increasingly concern about the health of their teeth. Many people expect to have pure white teeth just like those celebrities. Therefore, dental clinics launch courses in order to meet consumers’ needs, such as Dental Health Examination Program, the Full Mouth Digital X-ray Films, the Full Mouth Polishing and Teeth Whitening. This research combines pass studies about Consumer Behaviors of TV Shopping and the Quality of Medical Consultation. Research data was collected from questionnaires. It provides an insight discussion on purchasing “ Dentistry Consultation Tickets “ through TV Shopping Channel and explores issues of consumer behaviors. Will it develop the Brand Transfer Effect if consumers purchase a Dentistry Consultation Tickets? It leads to a further discussion on expending the business volume of a dental clinic. The results show that consumer awareness of dentistry consulting tickets will affect the perception of medical consultation quality. Consumers may consider to change their dental clinic because of the perception of the quality of medical consultation. In addition, the service quality of TV Shopping will affect the consumers’ purchasing intention. Consequently, the consumers’ purchasing intention will generate significant effects on the brand transfer.