| Abstract: | Television shopping starting was the recent years retail market most has the revolutionary event, in the short five years, the home biggest television shopping industry The Easter Home Shopping high speed expansion,created the more than 300 hundred million dollars turnovers. Its explosive growth accomplishes the new pattern circuit, unavoidably lets the entity circuit industry tremble with fear. The television shopping key lies in the management pattern, specially the market area segment, the market position and the competition strategy.
This research primary intention is discussing the relationship between lifestyle and the television shopping situation of consumer, according to the literature material and the industrial background analysis,establishes the television shopping management construction model,will affect the factor to divide into the shopping situation,the service quality, the marketing combination and the attitude, seeks affects the consumer behavior to participate in the purchase the crucial factor and the television shopping after the undertaker and the commodity supplier successful key aspect, pass through the lifestyle makes the market area to segment.The Easter Home Shopping member for studies the sample, using the questionnaire survey, the factor analysis, the analysis of variance, the linear structure equation pattern as analyzes tool,research the relationship between lifestyle and the television shopping situation of consumer and the television shopping successful key aspect.
The findings discovery different demography variable, with the lifestyle consumer to the shopping situation, the service quality, the marketing combination and the attitude has the different correlation influence; But each kind of lifestyle group the correlation influence as is all heaviest to the shopping situation take "the purchase situation". Affects the consumer behavior to participate in the purchase the crucial factor for to take "the purchase situation", " the entertainment ", "the concern", "the product" and "the manufacture commodity content and the correlation measure may facilitate assists me to decide purchases".
The television shopping after the undertaker and the commodity supplier, the most main success management essential factor is:Building for the consumer is suitable "the purchase situation","the entertainment ", "the concern", "the product" and "the convenience purchase" the television shopping commodity program. |
