In recent years, the most revolutionary incident in the retail market is undoubtedly the rise of TV shopping. ET Mall, the biggest domestic TV shopping company, has expanded at a high speed during the past five years. ET Mall created the turnover of NT$30 billion in 2004 and then attracted more and more manufacturers to enter this market successively. A survey of ET Mall members pointed out that 70% of the members are women consumers and this group of consumers drives the growth of TV shopping drastically. In view of this, how to formulate proper marketing tactics in accordance with women consumer behaviors has become an important subject in TV shopping management. Thus this research aims at probing into the behaviors of women TV shopping consumers. It uses the EKB decision-making process to explore consumer behaviors in TV shopping and find out women consumers? characteristics and their consumer behaviors. This research carries on a questionnaire survey of women consumers who have bought TV shopping goods as well as those who haven?t. It uses SPSS 12.0 software to get statistical data from sample materials. The result of this study shows: 1. Women consumers who have bought TV shopping goods have dominant differences in the different consuming frequency group and consumer behaviors, demography, paying attention to TV shopping factor, and living style parameter. 2. Women consumers who have bought TV shopping goods have dominant differences in the different consumer motivation and paying attention to TV shopping factor, and living style parameter. 3. Women consumers who haven?t bought TV shopping goods have dominant differences in the demographic parameter and paying attention to TV shopping factor. 4. Women consumers who haven?t bought TV shopping goods are dominantly correlated with the paying attention to TV shopping factor and living style parameter. In accordance with the results mentioned above, this research makes relevant suggestions as a reference for TV shopping industry managers in formulating marketing tactics.
