现代家庭电视购物重购率研究

华中科技大学硕士学位论文现代家庭电视购物重购率研究姓名：谢丹申请学位级别：硕士专业：传播学指导教师：汪佩伟20080601II402050040QVCLGFED5FEDIIIAbstractModernhomeTVshoppinghasbecomeagreatpowerthatwecannotignoreforretailsaleallaroundtheworld.Withadevelopmentofonly40yearsintheworldwide,andnomorethan20yearsinChina,nowadaystherearemorethan500companiesandnearly10channelsforTVshoppinginChinaandannualsalesturnoverhitsnearly4billionRMB.Asabrand-newshop-freeretailsale,howdoesthemodernhomeTVshoppingtodevelop,andhowtoimprovethere-buyrateareinthecenterofallitsproprietors’concernscurrently.Thisarticleanalyzefrommulti-anglessuchasmasscommunication,retailing,marketing,andtriestofindtheanswersviacomparedQVC(US),LG(Korea),Dongsen(Taiwan,China),Happigo,Haoyigou,Deyigoubyusingcontentanalysis.Thearticlemaybedividedintosevenparts:Part.Introduction.Itgenerallyexplainswhytheauthorchosethisresearchsubject,andthereviewofliterature.Part.ItintroducesdevelopmenthistoryandcurrentstatusofTVshoppingathomeandabroad.Part.Thedesignofthisarticle.TrytofindouttheinfluencefactorstoTVshopping.Part.Theresultsofthisresearch.Part.Conclusion.Theauthorfindoutsomewaystoimprovethere-buyrate.KeyWords:ModernHomeShopping,RepurchaseRate,MarketingCharacteristicI111.1199432Brown,1995Milford19971996QVC18.411.3231JupiterCommunications2005501999212341SuppliersGetExposureOnQVC,19972DigitalTVPutsDMIntoSharperFocus,20002200681()20075320061228CCTV15095QVCLG1.21323451.31.3.111023433..,1999.341.3.24,,4.,2005.4522.1Tauber(1995)Davies(1995)Dawson,BlochRidgway(1990),WestbrookBlack(1985)Dawson,Bloch,Ridgway19906Dawson,Bloch,Ridgway1990BergadaaFaure,Perrien(1995)123453145181760LesserHughes(1986)151310149107Bergadaa,Faure,Perrien,1995;Dawson,Bloch,Ridgway,1990;Oum;o;198372.2McDonald1995302214108Eighmey,1997;Eighmey,McCord,19988Eighmey,1997;Eighmey,McCord,1998Cortese,1995Cortese,1995Harden1994Harden92.330301199719401960196010101995QVCStephens,1996Call-in2002731.820023030200243.82.3.1QVC96200457HSN10104082-11940—1960“”19811985“”24HSN1986QVC1995QVC2.3.21994719962400200115LG20031670085112.3.31992E-ICP15591999520021.920036.520048.52005200019996200122500230560200525MOMO810ViVaTV2-219921219931994199512TVBS121996199918212212003112004112005111MOMO2810ViVaTVMOMO“”20042.3.41992TV1999OK20001000300200402003200681128110.082-31992“TV”1995“BTV”1996“”1319981999“OK”200320062007CCTV2.4Grant,19911999304936200420042.4.11420012-22-4Aake&Norris(1982)//Informational/Rational/Cognitive//Vaughn(1980)ThinkingFeelingPuto&Ells(1984),Rossiter&Percy(1987)InformationalTransformationalSnyder&Debono(1985)Hard-sellAppealSoft-sellAppealPark(1986),Johar&Sirgy(1991)UtilitarianValue-expressiveTurley&Kelley(1997)RationalEmotional200120042.4.2200415121234PettyCacioppo1981301633.13.23.3421172306020293303914049554FGD31844.1423C3C4-1vs.3C2114740.533.34-2Freq.1740.537.11433.312.4716.7Total42100.01976.242.94-3Freq.%819.01842.93276.2819.0N=4254.852.457.14-4Freq.%2354.81433.32252.42457.11535.71126.21228.61740.5N422061.959.54-5Freq.%2661.9614.31638.11228.62559.51023.8N4235.74-6Freq.%614.324.8511.91535.7819.0N4292.942.954.8214-7Freq.3992.9819.01842.937.12354.837.1N42694.84-8Freq.%2969.024.81126.2Total42100.0224-9vs.vs..00269.630.40.02078.68.30.303.00066.721.425.0.097.202.592.00229.464.75.969.978.666.78.364.729.4234-10vs.vs..231.651.133.122.00136.056.08.0.01290.0010.0903C83.316.74-11vs.vs.Total55.616.750.025.083.333.319.4.016.7Total100.0%100.0%100.0%8.160.01724MOMOVIVA4-12Total12.909.0911.9016.1318.1816.6719.350.0014.29QVC6.459.097.1422.589.0919.0522.580.0016.67LG0.0054.5514.29Total100.00100.00100.0025.080.00QVCQVCLG4.1725QVC3.004-13N53.603.004.000.5573.432.004.000.7963.833.005.000.98QVC33.003.003.000.0073.862.004.000.9083.133.005.000.64LG64.172.005.000.98423.602.005.000.83LG4.002.864-14N53.803.004.000.6972.862.005.001.0363.332.004.000.58QVC33.673.005.000.7673.713.004.000.7183.252.005.000.89LG64.003.005.000.80423.482.005.000.804.60QVC3.00QVC264-15N54.604.005.000.5573.002.004.000.5863.503.004.000.55QVC33.004.004.001.0074.293.005.000.7683.382.004.000.74LG64.334.005.000.52423.742.005.000.86LG3.174-16N53.002.004.000.7172.572.004.000.7962.832.004.000.75QVC32.672.003.000.5873.002.004.000.8282.752.004.000.89LG63.172.004.000.98422.862.004.000.78LG4.503.00274-17N54.003.005.000.7173.002.004.000.8263.503.004.000.55QVC33.333.004.000.5874.003.004.000.5883.503.004.000.53LG64.504.005.000.55423.692.005.000.753.80QVC2.674-18N53.803.005.000.8473.142.005.000.9063.003.005.000.00QVC32.672.003.000.5873.573.004.000.5483.252.004.000.71LG63.503.004.000.55423.312.005.000.68One-wayANOVAOne-wayANOVA284.2LGLGQVC4.3FGD123457296FGD3CSONYJORDONGIALiveBaySwissBaySwissALTINA30,JORDONJVC50JVCVIVASONYSPABeautyLabDeMon3155.11235.25.2.13233SHSH3C345.2.235141801680%20%5.2.3MDMDbuyerAssistantMDMDAssistantbuyerMD36MDMDMDMDMDMDMDMDMDMDMD4A3C37MDMDMDAssistantbuyerMDMDMDMDMDMDMD5.2.438100%SONYT2053C5.2.53915003000800150020030010001200300060015002000600700NOKIA100011102630N95N738600MD40QCMDPDSH5.2.6500411Samli1989234245CI4344[1].——,2007.1[2].,2007.7[3].,1999.1[4]..,,2007.1[5],..,,2006.5[6]..,2004,13(6)[7]..,2006[8],.——,,20