SARS風暴加速了虛擬通路時代的來臨，致使消費者的消費型態產生了極大的變化，消費者改變平日消費型態，針對網路購物、電視購物、型錄購物產生極大的興趣。因此引發本研究以電視購物產業為研究背景，研究目前消費者的購買行為，了解目前台灣的電視購物消費族群的消費習慣，為試圖探討消費者對電視購物頻道的購買動機，此外，亦考量影響動機之因素，其中包含業者所操縱之行銷刺激、口碑以及消費者本身購物經驗，研究此三項因素是否對消費者購買動機有顯著的影響，同時，本研究將研究電視購物之消費者特性，亦即先前文獻指出，電視購物之消費者在進行電視購物時，大多為衝動性購買，因此，本研究將進一步探討消費者的衝動性特質是如何影響消費者購買動機，以及對其他動機的影響因素是否有顯著差異。
　　根據上述源由，本研究將以已有購買經驗之消費者為研究對象，並採用問卷調查方式，藉由研究族群填寫問卷，並將填答完整之問卷進行分析，並進行實證研究。以下為本研究之重要結論：
一、消費者的主要購買動機為『變化與資訊的需求』、『便利的需求』以及『娛樂的需求』，顯示消費者喜歡電視購物的便利購物，並藉由收看電視頻道獲取新產品資訊，並引發本身的購買慾望，進而滿足購物的樂趣。
二、業者所能操縱之行銷刺激、口碑、消費者購物經驗對消費者購買動機會產生顯著影響，其中廣告及銷售產品影響最大。其次，大眾宣傳效果亦具有顯著影響，此外。傳統的零售商購物其實也對電視購物的購買動機具有影響。
三、電視購物的消費者於購買行為，並非以衝動性購買佔大多數，消費者的理性思考購買行為也存在多數，顯示目前的消費行為已逐漸將電視購物納入一般生活購物通路。

　　The severe acute respiratory syndrome (SARS) accelerated the development of Internet Shopping, TV Home Shopping, and Catalogue Shopping, especially in TV Home Shopping. The important factors are that People can easily get the products’ information from watching TV and they can order by phone without going outside. As a result, this research emphasizes the consumer behaviors toward TV shopping channels and investigates the purchase motivations. The research also discusses the influences of some factors, including marketing Stimulus, word of mouth and self purchase experiences. Beside, the research investigates the impulsive traits and distinguishes different kinds of consumers.
　　The result investigate the chief motivations of TV shopping which are the need of challenge and information, the need of convenience and the need of entertainment .The Marketing stimulus, word of mouth and shopping experience have a deeply influences on motivations. Those TV shopping companies should pay attention to their advertisements, products, images and customer service. The result deserved to mention that those consumers don’t all belong to impulsive buyers. Some of consumer behaviors are rational and planned. It represents that people will get used to use TV shopping channel to purchase daily needs.

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