Repeatitive Informational Commercial and Hierarchical Effects of Consumer Persuasion-A Case of TV Shopping

• Main Authors: Chun-yi Chen, 陳君儀
• Other Authors: Shih-Tung Shu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/55656986121295624166

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 101 === The rapid development of wired media leads to a surge in TV shopping which reshapes consumer shopping habits. TV shopping channels in particular employ repetitive informational commercials to achieve persuasion. However, consumers usually do not trust merchandise advertised or auctioned on shopping channels for they can not physically touch and see the product. Thus the use of repetitive informational commercials to enable TV shoppers to develop their awareness, interest and ultimately purchase the products poses a challenge for both channel operators and product service providers. This study applies the AIDA model of consumer behavior (attention, interest, desire, and action) to explore the adoption process of TV shoppers and analyze how they perceive product quality and price promotion among gvarious consumer segments under the influence of repetitive informational commercials. This study also attempts to suggest management implications for the reference of product/service providers and shopping channel operators.