Research On Consumers Purchasing Behavior Of TV Shopping And Its Inspiration For Marketing Strategy

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.