購物台從1999年底開台，隔年營業額為5億，2001年暴增到22億，2003年更達到152億，2004年則超過350億。這種每年300%的飛躍速度成長，可見其中龐大的商機及眾多的消費人口。隨著虛擬通路的來臨，對於消費型態產生了極大的改變，消費者改變了平日消費型態，對於網路購物、型錄購物、電視購物產生極大的興趣。因此引發本研究以電視購物產業為研究背景，研究目前消費者的購買行為，了解消費者會被何種因素影響購買行為。 本研究以Beatty&Ferrell的研究架構為基礎，透過問卷調查電視購物女性消費者，共計發放765份問卷，回收165份問卷，問卷有效回收率21.56%進行結構方程模式分析(SEM)並配合AMOS5.0統計軟體調查購物促銷刺激、 購買情境、購物專家與購買情緒跟關係品質之關係，並建構SEM模型與分析。 本研究在整體理論模式分析結果發現：購物促銷刺激能直接正向的影響購買情緒及關係品質，即消費者對購物促銷刺激的知覺愈高對購買情緒及關係品質的感受評價也愈高，並透過購買情緒間接影響關係品質；購買情境能直接正向的影響購買情緒，即購買情境的功能愈強，消費者對購買情緒的感受也愈高，並透過購買情緒直接影響關係品質；而購買情緒能直接正向的影響關係品質，即購買情緒愈高愈能提昇關係品質。 購物專家能直接正向影響關係品質及透過購買情緒影響關係品質，分析結果並不獲得支持，此結果本研究發現購物頻道上的購物專家雖然扮演很重要的角色，但消費者對於購物專家仍然存有疑慮，這些問題都有待業者用心的一一去克服。 Shopping begins a performance from the end of year 1999、to separate the year turnover is 5 hundred million、in 2001 the storm increases to 22 hundred million、in 2003 achieved 152 hundred million、in 2004surpass 350 hundred million. This kind of every year 300% leap speed grow、obviously huge opportunity and multitudinous expense population. Along with hypothesized circuit approaching、condition had the enormous change regarding the expense、the consumer changed the ordinary day expense condition、regarding the network shopping, recorded the shopping、the television shopping has the enormous interest. Therefore initiates this research take the television shopping industry as the research background、the research at present consumer's purchase behavior、understands the consumer to be able by what kind of factor influence purchase behavior. This research take the Beatty&Ferrell research overhead construction as the foundation、the penetration questionnaire survey television shopping feminine consumer、total recycles 165 to ask the volume, carries on the structure equation pattern analysis (SEM) and coordinates the AMOS5.0 statistics software investigation shopping promotion to stimulate、the purchase situation、the shopping expert and the purchase mood relations with the relational quality、and constructs constructs the SEM model and the analysis. The shopping expert can be direct to the influence relations quality and the penetration purchase mood influence relations quality、the analysis result certainly does not obtain the support、in this result this research discovery shopping frequency channel shopping expert although acts the very important role、but the consumer still had the anxiety regarding the shopping expert、these question all waiting for industry attentively overcame.
