發表論文全文：
Paper presented at conference: “International Journal of Arts & Sciences
Conferences”, Bad Hofgastein, Austria, June 01-04, 2009
A Study on Shopping Enjoyment of TV Shopping.
1
A Study on Shopping Enjoyment of TV Shopping
Chinese Culture University, Taipei, Taiwan
Tasi-Mei Lin
Chinese Culture University, Taipei, Taiwan
Po-Chen Jao
Chinese Culture University, Taipei, Taiwan
Mei-Ting Hsu
1. Introduction and Research Problem
In several countries, such as the USA, South Korea, China, and Taiwan,
advertising on TV shopping channels generate a number of deals in the retail
market. In the United States, for example, QVC Inc. runs the largest TV home
shopping business, with over USD 7 billion in sales in 2007, and reaches more
than 166 million cable- and satellite-connected homes worldwide (Taiwan
Journal, 2008). In South Korea, GS Home Shopping, the market leader in the
industry, records sales of USD 592.9 billion in sales and operating profits of
USD 66.7 billion, and is preparing to become a global home shopping
company, starting with China (The Korea Times, 2008).
In China, according to The Report of the Development of TV Shopping in
2008-2009, it demonstrates that, in 2004, the amount of advertisings
broadcasting on shopping channels has increased from 28,000 hours to 93,000
hours in 2007, and the industry is worth in excess of USD 1.4 billion
(Chinanews, 2008). In Taiwan, TV shopping represents one of the fastest
growing industries in the retail market. The leading TV home shopping
company in Taiwan, Eastern Home Shopping Network (hereafter abbreviate as
EHS), currently has five shopping channels, which account for 70 percent of
2
Taiwan’s home shopping market. The company registers revenue of USD 822
million and profits of approximately USD 41.1 million (The China Post,
2008).
Many scholars advocate that TV shopping have the great potential to
expand their market share in the future (Solomon and Barbara, 1994) .
Moreover, TV home shopping is historically one of the first niches to
integrate voice, video, and data technology, communications developers are
looking to the style and effects of the home shopping format in their efforts to
design successful and potentially lucrative interactive television and computer
on-line services (Baldwin, McVoy,
and
Steinfeld, 1996).
Moreover,
consumers spend much more time on TV shopping behavior and result
shopping enjoyment from watching TV shopping channels.
Given enjoyment is an important experiential aspect in offline shopping
(Blakney and Sekely, 1994; Forman and Sriram, 1991). Likewise, enjoyment
has emerged as an essential factor in online shopping (Eighmey, 1997;
Jarvenpaa and Todd, 1997). Recent study once demonstrates shopping
experience model revealing the extent of shopping enjoyment are positively
influence the repatronage intentions (Hart, Farrell, Stachow, Reed, and
Cadognan, 2007; Cox, Cox, and Anderson, 2005; Koufaris, Kambil, and
LaBarbera, 1999). Besides, they indicate that four factors, i.e. accessibility,
atmosphere, environment, and personnel, are the determinants of enjoyment of
shopping experience. But prior studies which focus the shopping experience
model on the website (Kendall and Kendall, 1998; Lee and Chung, 2008) or in
the mall (Baty and Lee, 1995; Jarvenpaa and Todd, 1997; Lederer,
Mirchandani, and Sims, 1997) did not yet reach the medium of TV shopping
3
channels. Accordingly, it suggests that it might be valuable to investigate the
process of shopping behavior in TV shopping channels.
Yüksel (2007) once studies the tourist shopping habitat regarding
effects on emotions, shopping value and behaviors and he confirms the
shopping value have the impact on the shopping enjoyment and further
behaviors. In terms of shopping values, Batra and Ahtola (1990) demonstrates
that consumers purchase goods and services and perform consumption
behavior for two basic reasons: (1) consummatory affective (hedonic)
gratification (from sensory attributes), and (2) instrumental, utilitarian
reasons. Utilitarian value relates to whether the purchase goal of the shopping
trip was accomplished, whereas hedonic value reflects the individuals’
evaluation of the entertainment and experiential worth of the shopping trip
(Eroglu, Machleit, and Barr, 2004). Taken together these two components
represent a comprehensive picture of the value an individual derives from a
shopping trip (Eroglu et al., 2004).
The purpose of this research is to reconfirm the shopping experience
model by path analysis and contribute to our understanding of the relationship
on shopping enjoyment and shopping value in the TV shopping context.
2. Methodology
2.1 Measurement
The questionnaire includes four parts, i.e. demographic variables, four
antecedent variables of enjoyment of shopping experience, shopping value,
and repatranage intentions. Path analysis was used to clarify the relationship
among these variables. In order to test the proposed model, a survey research
was conducted. Instrument to measure the three value components was
4
developed by adopting and adapting existing validated scales whenever
possible. Minor revisions were made when appropriate. This study will adopt
the construct of shopping enjoyment from Van der Heijden (2004) and Hart et
al. (2007). The four-item repurchase intention scale originating from Oliver
and Swan (1989) and used by Jones et al. To measure enjoyment, we also
adopt Babin et al.’s scale of hedonic customer value and Eroglu, Machleit,
and Barr’s (2004) utilitarian value.
Shopping Value
Repatranage
Intentions
Shopping
Enjoyment
Demographics
Figure 1 Conceptual framework
2.2 Hypothesis
Environment may influence utilitarian and hedonic shopping value
through pleasure and arousal (Babin et al., 2004). Consumers with positive
feelings are expected to experience higher hedonic and utilitarian shopping
values. This is because pleasure can facilitate task completion and enjoyment
from the shopping activity. For example, ‘‘psychological experiments suggest
that subjects with mildly positive moods are more efficient in completing
simulated consumer choice tasks than are those with a less positive mood’’
(Isen, 1987; Babin et al., 2004).
H1: Shopping enjoyment is positively related to the shopping value.
5
Pleasure can directly influence shoppers’ repurchase behaviors and
indirectly affect through hedonic and utilitarian shopping values (Babin and
Attaway, 2000; Stoel et al., 2004). Consumers are more likely to return and
spend a greater portion of their money with a retailer that provides relatively
high utilitarian or hedonic shopping value (Babin and Attaway, 2000). Both
the knowledge that a shopping task can be completed by interacting with a
retailer and the gratification from the shopping experience itself motivate
further interactions between a consumer and a retailer (Childres, Carr, Peck,
and Carson, 2001). Thus shopping value is likely to be associated with
repatranage behaviors on holiday.
H2: Shopping enjoyment is positively related to the repatranage intentions.
Although both hedonic and utilitarian benefits derived from shopping
experience are important, shopping values are likely to have a stronger impact
on consumer’s behaviors.
H3: Shopping value is positively related to the repatranage intentions.
2.3 Data Collection and Analysis
Total sample size were 300 randomly selected from School of Continuing
Education Chinese Culture University (these respondents mostly have full
time jobs) Questionnaire survey was used to conduct this research. These
respondents rewarded by $ 5 after assuring the completion of the entire survey
context. The data analysis was carried out in accordance with a two-stage
methodology
using SPSS 12.0 and LISREL 8.5. The first step of the data
analysis was to test the measurement model by establishing the convergent
validity and discriminant validity of the constructs. In the second step, the
6
structural model was examined to test the further hypotheses as well as the
model fits.
7