消費者對電視購物頻道服務品質滿意度之研究

The Study of TV-Shopping Channel Service Quality Satisfaction

10.6459/JCM.201009_7(2).0004

王玉佩(Y. P. Wang)

電視購物頻道 ； 服務品質 ； 服務品質量表 ； 市場區隔 ； TV-Shopping channel ； Service quality ； Market segmentation

危機管理學刊

7卷2期（2010 / 09 / 01）

37 - 46

繁體中文

台灣近年電視購物產業業績大幅成長，目前已成爲台灣無店鋪行銷的寵兒。本研究以「服務品質期望度」爲市場區隔基礎，來探討台灣消費者對電視購物頻道服務品質滿意度。研究對象爲曾經有電視購物經驗者，以因素分析、集群分析、區別分析、變異數分析及卡方檢定及等統計方法，針對350份有效問卷進行分析。研究結果顯示，各區隔集群對電視購物頻道各項服務品質滿意度有所差異，據此對電視購物頻道服務品質提出行銷建議。

TV-Shopping has been surging within non-store marketing industry due to its integration of external resources and accordingly the profit has risen. This study applies ”service quality expectation” for market segmentation method, to discuss the satisfactory of TV-Shopping service quality. The subjects are people with TV-Shopping experience, and statistic methods include factor analysis, cluster analysis, discriminant analysis, chi-square test, ANOVA, and Scheffe Test were employed to analyze 350 valid questionnaires. Whereas the research findings exhibit significant differences between each clustering’ satisfaction toward service quality of TV-Shopping channels, this study proposes suggestions of marketing strategy to practitioners.

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1. (2024)。消費者選擇電視購物頻道之關鍵因素探討。計量管理期刊，21(2)，75-87。