消費者消費型態朝向多元化，而其中電視購物亦是消費者消費的模式。因此，本研究探討消費者持續電視購物之影響因素。具體而言，本研究探討電視購物台主持人的知名度與可信度對消費者滿意度與知覺價值之影響，服務品質因素對消費者滿意度與知覺價值是否會有顯著影響。本研究也探討消費者滿意與消費者知覺價值對持續電視購物行為的影響。以對電視購物有經驗的消費者的顧客為研究對象，經問卷調查共回收有效問卷190份。透過SPSS統計軟體進行多元迴歸分析後，其研究結果發現主持人因素的知名度與可靠度對消費者滿意度有顯著性影響，同時本研究也發現這兩個構面會對消費者知覺價值產生顯著影響。消費者品質因素的反應性、保證性、關懷性會對消費者滿意度具有顯著影響，且服務品質因素的可靠性、保證性、以及關懷性也會對消費者知覺價值產品顯著影響。消費者滿意度與知覺價值對持續電視購物行為具有顯著性的影響。 Consumer spending patterns are becoming more diversified, and teleshopping is one of the consumer spending patterns. This study examines the factors influencing consumers’ continuous TV home shopping. Specifically, this study investigates the effects that the popularity and credibility of hosts for TV home shopping on consumer satisfaction and perceived value, and whether the service quality factor impacting on consumer satisfaction and perceived value significantly. In addition, the study explores the effects of consumer satisfaction and consumer perceived value on continuous TV home shopping behavior. A total of 190 valid questionnaires were collected from customers who have experience in TV home shopping. After conducting multiple regression analysis through SPSS statistical software, the result of the study revealed that the popularity and credibility of the hosts affect significantly consumer satisfaction. In the meantime, the study also found that these two factors of hosts had a notable influence on consumer perceived value. In terms of service quality factors for consumers, responsiveness, assurance, and empathy impact consumer satisfaction noticeably, and these three factors also affect consumers' perceived value of products practically. Consumer satisfaction and perceived value influence the continuous behavior of TV home shopping remarkably.
