电视购物的消费者购买行为分析及其营销启示
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摘要
电视购物也被称为家庭购物,其优势在于整合了电视、杂志、互联网三大媒体,实现了资源共享和资源利用最大化。电视购物在国外的蓬勃发展表明,它可以发展成为一种快捷,优惠的消费模式。然而,我国电视购物营销人员对消费者的漠视,使其曾一度跌入低谷。虽然电视购物行业已出现复苏的迹象,但我国电视购物市场鱼龙混杂,电视购物在我国发展仍然十分缓慢。电视购物企业唯有针对目前市场环境,制定相应的营销策略,才能促使我国电视购物健康有序发展。电视购物企业要制定正确的营销策略,必须先了解它所面对的消费者,只有对市场中的消费者有足够的了解才能针对目标消费者制定出相应的营销策略,满足消费者需求,传递比竞争对手更好的顾客满意。
本文在消费者购买行为理论和国内外学者对电视购物研究的基础上,通过互联网平台,采取随机抽样法,对消费者进行问卷调查,共收回有效问卷481份。首先,通过对问卷的描述性统计分析发现：绝大部分消费者知道电视购物、电视购物节目受欢迎程度不高、产品对消费者电视购物意向有较大影响。接着,运用商业智能软件SQL server 2005中的决策树算法、聚类算法、关联规则算法对所得数据进行数据挖掘,得到以下结论：(1)是否看电视购物节目、是否有电视购物经验是影响消费者电视购物意向的重要因素。(2)电视购物消费者可被分为4类,不同分类中的消费者,对电视购物的需求存在差异。(3)舞台视觉效果的满意度与消费者购买意向之间关联性最强。其次是商品质量、电视购物公司的售后服务、产品的丰富性和信息交流等因素的满意度。随后,通过综合分析传统购物方式、电视购物和其它无店铺销售方式在发展过程中的连续性和共存性,提出了综合性的电视购物消费者购买决策模式,将消费者对购物渠道的选择纳入消费者购买决策模式之中,使电视购物消费者购买行为更容易被理解。最后,根据分析结果,从降低消费者感知风险、提高电视购物收视率、整合电视购物营销传播等角度提出了有针对性的营销策略。
TV shopping came to be known as TV home shopping. The advantage of TV shopping is to integrated TV, magazines and internet, which realized resource sharing and maximum resource usage. The overwhelming development of TV shopping in foreign countries illustrate that it could be a convenient and preferential consumption pattern. However, in China, it had once suffered a transitional low tide because of ignored consumer demand by marketers. Although recovery signs have appeared, Nowadays TV shopping is still developing slowly. To tackle this problem, TV shopping enterprise must put more attention to consumers and improve marketing strategies. To frame the correct marketing strategies is mainly based on accurate grasp of consumer behavior. We could make relevant marketing strategy of target consumer, depending on enough knowledge of marketing consumer.
The survey of consumer was based on the theory of consumer purchasing behavior and studies of TV shopping. Random sampling method on-line was used in the course of the survey and 481 valid questionnaires were collected. These questionnaires show that almost all consumers know TV shopping; TV shopping programs is unpopular; Products which were sold by TV shopping play a decisive role to some extent. Then business intelligence software SQL server 2005 was used to analysis the consumer purchasing behavior of TV shopping. The analysis methods include decision tree analysis, cluster analysis, and association rules. The data mining results are as follows: (1) Watching TV shopping or not and TV shopping experiences are the important factors which affect consumer intention to TV shopping. (2)TV shopping consumers can be divided into 4 categories and consumers'demands are different in these categories. (3)There is the closest correlation between consumers satisfaction with the TV shopping's visual effect and consumers purchase intentions, then followed by consumer satisfaction with the quality of goods, TV shopping company after-sales service, abundance of products, and the degree of information exchange and consumer purchase intent.
Secondly, with the emergence of a variety of ways to purchase, the traditional model of consumer purchasing decision-making are not fit the TV shopping consumer purchasing behavior fully. Then a comprehensive consumer purchasing decision-making model by TV shopping was proposed. In this comprehensive model, traditional shopping, shopping online was integrated. This comprehensive model could help us understand consumer purchasing behavior of TV shopping more deeply.
Finally, based on analysis the consumer purchasing behavior of TV shopping, many marketing strategies were proposed. These strategies would reduce consumer perceived risk, improve audience rating, and improve communication. Hoping these strategies could elevate TV shopping enterprise marketing efficient, getting relevant reward.
本文在消费者购买行为理论和国内外学者对电视购物研究的基础上,通过互联网平台,采取随机抽样法,对消费者进行问卷调查,共收回有效问卷481份。首先,通过对问卷的描述性统计分析发现：绝大部分消费者知道电视购物、电视购物节目受欢迎程度不高、产品对消费者电视购物意向有较大影响。接着,运用商业智能软件SQL server 2005中的决策树算法、聚类算法、关联规则算法对所得数据进行数据挖掘,得到以下结论：(1)是否看电视购物节目、是否有电视购物经验是影响消费者电视购物意向的重要因素。(2)电视购物消费者可被分为4类,不同分类中的消费者,对电视购物的需求存在差异。(3)舞台视觉效果的满意度与消费者购买意向之间关联性最强。其次是商品质量、电视购物公司的售后服务、产品的丰富性和信息交流等因素的满意度。随后,通过综合分析传统购物方式、电视购物和其它无店铺销售方式在发展过程中的连续性和共存性,提出了综合性的电视购物消费者购买决策模式,将消费者对购物渠道的选择纳入消费者购买决策模式之中,使电视购物消费者购买行为更容易被理解。最后,根据分析结果,从降低消费者感知风险、提高电视购物收视率、整合电视购物营销传播等角度提出了有针对性的营销策略。
TV shopping came to be known as TV home shopping. The advantage of TV shopping is to integrated TV, magazines and internet, which realized resource sharing and maximum resource usage. The overwhelming development of TV shopping in foreign countries illustrate that it could be a convenient and preferential consumption pattern. However, in China, it had once suffered a transitional low tide because of ignored consumer demand by marketers. Although recovery signs have appeared, Nowadays TV shopping is still developing slowly. To tackle this problem, TV shopping enterprise must put more attention to consumers and improve marketing strategies. To frame the correct marketing strategies is mainly based on accurate grasp of consumer behavior. We could make relevant marketing strategy of target consumer, depending on enough knowledge of marketing consumer.
The survey of consumer was based on the theory of consumer purchasing behavior and studies of TV shopping. Random sampling method on-line was used in the course of the survey and 481 valid questionnaires were collected. These questionnaires show that almost all consumers know TV shopping; TV shopping programs is unpopular; Products which were sold by TV shopping play a decisive role to some extent. Then business intelligence software SQL server 2005 was used to analysis the consumer purchasing behavior of TV shopping. The analysis methods include decision tree analysis, cluster analysis, and association rules. The data mining results are as follows: (1) Watching TV shopping or not and TV shopping experiences are the important factors which affect consumer intention to TV shopping. (2)TV shopping consumers can be divided into 4 categories and consumers'demands are different in these categories. (3)There is the closest correlation between consumers satisfaction with the TV shopping's visual effect and consumers purchase intentions, then followed by consumer satisfaction with the quality of goods, TV shopping company after-sales service, abundance of products, and the degree of information exchange and consumer purchase intent.
Secondly, with the emergence of a variety of ways to purchase, the traditional model of consumer purchasing decision-making are not fit the TV shopping consumer purchasing behavior fully. Then a comprehensive consumer purchasing decision-making model by TV shopping was proposed. In this comprehensive model, traditional shopping, shopping online was integrated. This comprehensive model could help us understand consumer purchasing behavior of TV shopping more deeply.
Finally, based on analysis the consumer purchasing behavior of TV shopping, many marketing strategies were proposed. These strategies would reduce consumer perceived risk, improve audience rating, and improve communication. Hoping these strategies could elevate TV shopping enterprise marketing efficient, getting relevant reward.
引文
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