| Summary: | 碩士 === 國立成功大學 === 外國語文學系 === 103 === TV shopping channels have thrived for many years. To investigate how shopping programs work so successfully and what advertising strategies the advertisers use, some issues such as content and settings, characteristics of hosts, and viewers’ motivations of purchase, have gained concerns in research of communication, advertising, and marketing. Previous works investigate these issues in one direction, that is, from either the advertisers’ or from the consumers’ viewpoints. However, a successful advertisement contains sequential processes invoking viewers’ actual buying behavior. As a result, it is necessary to take the interaction between the advertisement and viewers into account. This paper identified a four-dimensional framework to study how the hosts and the guests of two selected TV shopping programs persuaded the viewers to buy the promoted products. The research analyzed how four variables, the terms of financial prudence, the terms of upward mobility, para-social interaction, and experience marketing, would influence the viewers’ intention of purchase. To understand the viewers’ perceptions toward the advertising strategies and intention of buying, a questionnaire was conducted with 137 highly educated participants, including 74 females and 63 males, on the Internet. The findings indicated that these programs did apply a large quantity of financial prudence and upward mobility terms when promoting the products; however, the results of the Chi-square test showed that there were significant differences in using these terms between the two programs. In addition, binary logistic regression procedures were conducted to examine the relation between the viewers’ perceptions toward these advertising strategies and their purchase intention. The findings displayed that the greater the viewers perceived toward these strategies, the stronger their purchase intention became. In other words, all advertising strategies had a significant influence on the viewers’ actual buying behavior. Therefore, this study confirmed that these advertising strategies are effective in selling products on the TV to highly educated viewers. The findings of this study imply that these strategies may be applicable in other advertising contexts or persuasive settings, such as TV commercial, on-line shopping, and political campaign.
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