電視購物產業已存在台灣近30年，市場歷經早期百家爭鳴的完全競爭，到現今集團化經營的寡佔市場，產品也從某些特定品類，演變到涵蓋日常百貨，電視購物產業一直都擁有相當規模的消費族群；而電子商務自2000年的網路泡沫後捲土重來，網路本質仍然是連結的工具，只是相較於過去變得更快更穩定，更普及也更便宜；而資訊科技的演進則是降低電子商務的進入門檻，產業的商業模式不斷變革，消費者的購物行為也隨之改變，網路購物成為零售業的新星，對過去依靠頻道節目來連結消費者的電視購物產業，產生了巨大的衝擊；為了生存，電視購物業者採取了多管齊下的因應之道提升競爭力，除了產品的差異化、成本的控制之外，並發展自有電商，增加型錄、電話行銷等銷售通路。
　　時至今日，電視購物在年輕族群口中似乎是老一輩人才會使用的過氣銷售通路，但觀察主要業者之整體營收數字，雖然逐年下滑但仍在數百億以上。在消費者通路多棲已成常態的現今，本研究以『推力-拉力-維繫力模型』做為理論基礎，探討已接觸使用網路購物之既有電視購物消費者，但並非完全轉換至網路購物消費，影響其對網路購物之使用佔比有哪些因素，採用紙本與線上問卷形式進行樣本收集，共回收199份有效問卷，通過統計分析之檢驗，證明本研究所使用之模型與構面設計均有足夠信效度。研究結果顯示，推力-拉力-維繫力模型可以解釋消費者選擇購物管道的影響因子，推力效果 (品質不符預期、衝動購買產生後悔) 、拉力效果 (購物便利性、產品豐富性、省錢) ，對網路購物的使用佔比有顯著影響；而維繫力效果 (客戶服務、產品屬性、購物專家、慣性) 則未達到顯著。最後，本研究提出理論及實務意涵之建議，也期望對未來之相關研究能有所助益。

　The TV shopping industry has existed in Taiwan for nearly 30 years. In the early days, it was almost a perfectly competitive market, but now it’s an oligopolistic market operated by few group companies. The products sold on TV shopping were limited in some certain categories before, and were already covered the needs of one’s daily life now. In Taiwan, there have always been a large number of consumers purchasing goods through TV shopping channels. However, since the dot-com bubble burst in 2000, the E-commerce has made a comeback. The Internet itself is still a tool of connection, but it has become faster, more stable, more popular and cheaper in comparison with that in the past, the barriers to the entry of E-commerce were reduced by the evolution of information technology. Since the business models of the E-commerce industry change constantly, and therefore, the consumers’ behaviors change as well. Online shopping has a huge impact on the TV shopping industry that relied on channel programs to reach consumers in the past. In order to survive, the TV shopping companies took several ways to enhance the competitiveness, not only product differentiation and cost control, but also their own E-commerce and increased more sales channels such as mailing catalogs or telemarketing.
　Today, it seems to the young people that the TV shopping is an outdated sales channel used by the older generation. Although the overall revenue figures of major players has been declining year by year, it is still more than tens of billions. Nowadays, the consumers are used to purchase goods through multiple channels, The research has extended Push-Pull-Mooring model to explore the factors that influence the tendency of the consumers who purchase goods through TV shopping between using both TV shopping and online shopping. The data were collected in the form of paper and online questionnaires, and a total of 199 valid questionnaires were collected. It provides reliability and validity for the research model. The results showed that Push-Pull-Mooring model explains that the consumer's tendency for purchasing good through online shopping effectively. Both push effects (quality does not meet expectations, impulse buying leads to regret), pull effects (shopping convenience, product richness, money saving), have significant effects on the tendency, but mooring effects (customer service, product attributes, trust the expert, inertia) are not significant in the research. In addition, the research also discussed practical implications for theory, practice, and suggestions for future research.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 vi
圖次 viii
表次 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題與目的 4
第四節 研究方法與流程 4
第二章 文獻探討 6
第一節 電視購物 6
第二節 網路購物 6
第三節 推力-拉力-維繫力理論 7
第四節 慣性 8
第三章 研究方法 10
第一節 研究模型 10
第二節 研究假說 11
第三節 操作型定義 13
第四節 研究設計 15
第四章 資料分析 21
第一節 樣本基本資料分析 21
第二節 衡量模型 24
第三節 結構模型及假說驗證 34
第五章 結論與建議 37
第一節 研究結果與建議 37
第二節 理論與實務意涵 38
第三節 研究限制與未來研究方向 39
參考文獻 41
附錄 本研究正式問卷 47

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