Customer Awareness And Decision-making, Tv Shopping

The TV home shopping was once so hard to accept for customers in Taiwan; as it full of exaggeration and unreal contents. Since 1999, The ET Mall had established and changed this image, consumers accepted TV home shopping as a virtual shopping channel. It's have even achieved the outstanding accomplishment of 100 million that created in one day, and made the TV home shopping industry free from imprisonment, become the virtual shopping market that every large enterprise like to enter actively. Hence the core concept of research is TV home shopping and confer the evolution procedure of TV home shopping, when the difference culture for dissimilar country. Consumers how to be influenced of purchase decision by the TV program of TV home shopping, Though in depth interview to analysis the motive, behavior and appraisal, Final to conclude the successful ways of TV home shopping.According to difference culture to represent diverse TV program, there three types are be recognized is "bustling","fraternity" and " service", Although the function of TV home shopping is the same but the style of way of representation is very distinct.Finally the ways to make success is assumed for: the operation of organization,the division of market,the character of products. For operation of organization could be divided into horizontal strategy of management and vertical strategic alliance to effect the source of organization could be integrated then bring the synergy. Depending on diverse request to provide various sale models and products for consumers, Current TV home shopping could create the wonderful shopping experience for consumers and consumers also have good image from virtual business model comparing with practical store.