중국 TV 홈쇼핑의 소비자 만족도에 관한 연구

Abstract

China’s economic growth have marked an average annual increase of over 9.8% in the past 30 years since China first started reform and opening up policy. The increasing of the economic scale has provided a great potential market. The rapid progression of economy and the adoption of new technology have changed customers’ life style. Especially, the media has diversified due to the development of new communication technology and distribution methods also greatly changed. The market scale of TV home shopping is growing rapidly. 2003 marked the start of the second renaissance of TV home shopping. Under such environment, the enterprises that could not fulfill the maximization of customer satisfaction will be eliminated, however, those succeeded in seizing the opportunities by establishing appropriate strategies will eventually survive in the competition and develope rapidly. The purpose of this study it to grasp the current situation of TV home-shopping in China and regulate the factors that effect customers’s satisfaction on TV home-shopping. The respondents being surveyed were residents of Beijing, Shang Hai, Ji Nan and some other medium and big cities in China and all of them had the experiences of purchasing goods from TV home-shopping. SPSS for Window 12.0 was used for analysis.