On Marketing Strategies for Television Shopping – A Case Study on Dentistry Consultation Tickets

碩士 === 國立臺灣大學 === 資訊管理學研究所 === 99 === In recent years, TV Shopping become popular and develop its growth rapidly. Consumers also rely on TV Shopping to purchase products. As a result, more and more industries use TV Shopping Channel to provide services, for example, the Medical Cosmetology Indust...

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Main Authors: Chih-Liang Su, 蘇志良
Other Authors: Chorng-Shyong Ong
Format: Others
Language:zh-TW
Published: 2011
Online Access:http://ndltd.ncl.edu.tw/handle/19286913631025969214
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spelling ndltd-TW-099NTU053960312015-10-16T04:02:51Z http://ndltd.ncl.edu.tw/handle/19286913631025969214 On Marketing Strategies for Television Shopping – A Case Study on Dentistry Consultation Tickets 電視購物行銷策略之研究-以牙醫諮詢券為例 Chih-Liang Su 蘇志良 碩士 國立臺灣大學 資訊管理學研究所 99 In recent years, TV Shopping become popular and develop its growth rapidly. Consumers also rely on TV Shopping to purchase products. As a result, more and more industries use TV Shopping Channel to provide services, for example, the Medical Cosmetology Industry. They sell the “Consultation Tickets” through the TV Shopping Channel because of the massive demand. Consumers can spend less money to experience services and the service providers can expand their business by using the TV Shopping Channel. Nowadays, consumers increasingly concern about the health of their teeth. Many people expect to have pure white teeth just like those celebrities. Therefore, dental clinics launch courses in order to meet consumers’ needs, such as Dental Health Examination Program, the Full Mouth Digital X-ray Films, the Full Mouth Polishing and Teeth Whitening. This research combines pass studies about Consumer Behaviors of TV Shopping and the Quality of Medical Consultation. Research data was collected from questionnaires. It provides an insight discussion on purchasing “ Dentistry Consultation Tickets “ through TV Shopping Channel and explores issues of consumer behaviors. Will it develop the Brand Transfer Effect if consumers purchase a Dentistry Consultation Tickets? It leads to a further discussion on expending the business volume of a dental clinic. The results show that consumer awareness of dentistry consulting tickets will affect the perception of medical consultation quality. Consumers may consider to change their dental clinic because of the perception of the quality of medical consultation. In addition, the service quality of TV Shopping will affect the consumers’ purchasing intention. Consequently, the consumers’ purchasing intention will generate significant effects on the brand transfer. Chorng-Shyong Ong 翁崇雄 2011 學位論文 ; thesis 95 zh-TW
collection NDLTD
language zh-TW
format Others
sources NDLTD
description 碩士 === 國立臺灣大學 === 資訊管理學研究所 === 99 === In recent years, TV Shopping become popular and develop its growth rapidly. Consumers also rely on TV Shopping to purchase products. As a result, more and more industries use TV Shopping Channel to provide services, for example, the Medical Cosmetology Industry. They sell the “Consultation Tickets” through the TV Shopping Channel because of the massive demand. Consumers can spend less money to experience services and the service providers can expand their business by using the TV Shopping Channel. Nowadays, consumers increasingly concern about the health of their teeth. Many people expect to have pure white teeth just like those celebrities. Therefore, dental clinics launch courses in order to meet consumers’ needs, such as Dental Health Examination Program, the Full Mouth Digital X-ray Films, the Full Mouth Polishing and Teeth Whitening. This research combines pass studies about Consumer Behaviors of TV Shopping and the Quality of Medical Consultation. Research data was collected from questionnaires. It provides an insight discussion on purchasing “ Dentistry Consultation Tickets “ through TV Shopping Channel and explores issues of consumer behaviors. Will it develop the Brand Transfer Effect if consumers purchase a Dentistry Consultation Tickets? It leads to a further discussion on expending the business volume of a dental clinic. The results show that consumer awareness of dentistry consulting tickets will affect the perception of medical consultation quality. Consumers may consider to change their dental clinic because of the perception of the quality of medical consultation. In addition, the service quality of TV Shopping will affect the consumers’ purchasing intention. Consequently, the consumers’ purchasing intention will generate significant effects on the brand transfer.
author2 Chorng-Shyong Ong
author_facet Chorng-Shyong Ong
Chih-Liang Su
蘇志良
author Chih-Liang Su
蘇志良
spellingShingle Chih-Liang Su
蘇志良
On Marketing Strategies for Television Shopping – A Case Study on Dentistry Consultation Tickets
author_sort Chih-Liang Su
title On Marketing Strategies for Television Shopping – A Case Study on Dentistry Consultation Tickets
title_short On Marketing Strategies for Television Shopping – A Case Study on Dentistry Consultation Tickets
title_full On Marketing Strategies for Television Shopping – A Case Study on Dentistry Consultation Tickets
title_fullStr On Marketing Strategies for Television Shopping – A Case Study on Dentistry Consultation Tickets
title_full_unstemmed On Marketing Strategies for Television Shopping – A Case Study on Dentistry Consultation Tickets
title_sort on marketing strategies for television shopping – a case study on dentistry consultation tickets
publishDate 2011
url http://ndltd.ncl.edu.tw/handle/19286913631025969214
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