电视购物频道女性消费者行为实证研究

发布时间：2018-02-11 12:44

本文关键词： 电视购物女性消费者消费者行为　出处：《湖南大学》2009年硕士论文　论文类型：学位论文

【摘要】： 电视购物频道女性消费者行为实证研究是国内相关研究的薄弱环节,而忽视市场调查、忽视女性消费者需求是制约我国电视购物频道作出正确的营销策略、实现经济效益的要因。鉴于此,本文采用问卷调查法,对长沙市快乐购物频道女性消费者的产品偏好及其对电视购物频道、电视购物过程的态度等变量进行了实证研究,并对所得数据进行深入的剖析。本文的实证研究分为三个步骤,首先,使用多种形式的表格与图形展现问卷调查结果,即以频数表、排行表、柱状图、饼形图等多种形式将受访者对问卷中10个研究问题的解答直观地展现出来,并逐一进行了分析与探讨。然后,使用假设检验法、相关分析法等深入分析了相关变量之间的内在联系,通过SPSS统计软件对数据进行分析,得出结论。最后,在实证分析结果的基础上对电视购物频道营销提出建议,以实现本研究的实践意义。调查结果表明:1.家居生活类产品是女性消费者最倾向于通过电视购物频道购买的产品,其次是家用电器类产品,再次是美容护肤品。同时,手机通讯、电脑数码类产品对20岁以下女性消费者的吸引力最大。2.整体而言,女性消费者比较接受通过电视购物频道购买家庭生活用品,对电视购物频道未来发展前景也持看好态度。3.电视购物频道最主要的女性消费群集中在20——40岁年龄段,该年龄段女性消费者消费能力更高,消费态度更积极,消费金额更多。4.电视购物频道录播节目、产品质量、产品价格、促销活动及售后服务成为影响女性消费者进行电视购物决策的众多因素。其中价格因素的作用最大,大多数女性消费者认为电视购物频道产品价格并不便宜。
[Abstract]:An empirical study on female consumer behavior of TV shopping channel is the weak link of the domestic correlative research, neglecting market investigation, ignoring the needs of female consumers is restricting China's TV shopping channel to make the correct marketing strategy, to get economic benefits. In view of this, this paper uses questionnaire survey method is adopted, the Changsha happy female consumer shopping channel the product of preference and TV shopping channel, TV shopping attitude variables for empirical research, and in-depth analysis of the data.
This paper is divided into three steps, first of all, with various forms of table and graph shows the results of questionnaire survey, the frequency table, chart, histogram, pie charts and other forms of the respondents to the questionnaire of 10 questions on the show, and one by one and then were analyzed and discussed. And using the methods of hypothesis testing, correlation analysis and in-depth analysis of the relationship between the relevant variables. Through SPSS statistical software for data analysis, draw the conclusion. Finally, suggestions on the television shopping channel marketing on the basis of the empirical analysis, in order to realize the practical significance of this study.
The survey results show that: 1. Home Furnishing life products are female consumers most likely to buy through the TV shopping channel products, followed by household appliances products, once again is the beauty and skin care products. At the same time, mobile phone communications, computer digital products for women under the age of 20 consumer attraction maximum.2. overall, women tend to buy daily necessities through the TV shopping channel, but also for holding optimistic attitude.3. TV shopping channel the main prospects for the future development of TV shopping channel female consumer group in 20 - 40 years of age, the age of female consumers' ability to a higher, more positive consumer attitudes, the amount of consumption of more.4. TV shopping channel recording program. The quality of the products, price, promotion and customer service service factors become the female consumer television shopping decision. The price factors are Most female consumers believe that the price of the TV shopping channel is not cheap.

【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.32;F014.5

【引证文献】