A Study of Purchase Intentions on TV Shopping for 3C Products – Comparing the Consumers of Taiwan with Mainland China.

• Main Authors: Yu-Liang Chen, 陳侑良
• Other Authors: Hsio-Min Wang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/47492387070576645270

碩士 === 大葉大學 === 企業管理學系碩士班 === 101 === With the diversification of daily science-and-technology and mass media, as well as in the E-epoch, the consumers are enabled to enjoy the fun of shopping convenience at home. The TV shopping channel will be converted to the screen above entities, as long as consumers at home can buy their favorite television or desired merchandise Mainland China economic takeoff, while in the mainland areas of TV shopping atmosphere has gradually prevailed, so how to master both sides of the factors that consumer willingness to buy, It is the motivation for this research. This study adopt a questionnaire survey, 400 questionnaires adopted ,as a sample comparison Taiwan and mainland China TV shopping consumers for the "3C product categories", "brand preference", "perceived price", "shopping convenience", "endorsers" This is the main purpose of this study. Finally through the discussion of findings and propose future research and infomercial marketing strategies to the specific recommendations Keywords：3C product categories", "brand preference", "perceived price", "shopping convenience", "endorsers"