電視購物行銷策略之研究-以牙醫諮詢券為例

Abstract

近年來電視購物的快速成長和普及化，加深了人們對於電視購物的依賴，越來越多的產業紛紛利用電視購物來提供服務，例如：醫美產業。由於醫療美容越來越受到群眾的重視，而透過電視購物頻道銷售「諮詢券」的服務，使消費者可以透過較低的價格去體驗各項服務，而廠商也多了一個不同的銷售通路來擴展自己的業務。 消費者對於牙齒的健康也越來越關注，更有許多人希望能夠擁有像明星般的潔白牙齒，因此牙醫診所推出了各項牙齒健康檢查課程、全口數位X光攝影、全口牙齒拋光、以及牙齒亮白等自費產品。本研究整理了過去關於「電視購物購買行為」和「醫療諮詢品質」等相關文獻，以問卷的方式收集資料，企圖去剖析消費者對於在電視購物頻道購買「牙醫諮詢券」的意願及影響其購買的原因，而透過購買「牙醫諮詢券」是否會讓消費者產生「品牌轉移」的效果，進而探討牙醫診所是否可以透過此通路，來擴展其業務量。 研究結果顯示，消費者對於牙醫諮詢券的產品認知是會影響到其對於醫療諮詢品質的感知；而醫療諮詢品質的感知，則會影響到其轉換牙醫的可能性。電視購物的服務效果是會對消費者的購買意願有所影響；而消費者的購買意願則會影響到消費者的品牌轉換意願。

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.