近年來，電視購物頻道非常的盛行。因此，許多專門研究語言、廣告、或行銷的學者開始注意電視購物頻道成功的原因和其中的廣告策略，探討電視購物的內容和背景設置、主持人的特色、消費者的購物動機等等的廣告因素是否成功引起觀眾的購買意願。此前的研究大部分從單一角度分析廣告本身或是消費者。然而，一個成功的廣告必須經過連續的廣告策略才能引起觀眾真正的購買行為。因此，這篇研究電視購物頻道主持人與來賓如何運用關於審慎理財的詞語及社會層級提升的詞語、擬社會人際互動、體驗行銷這四個廣告策略來影響觀眾的購買意願。為了研究觀眾對於這四個廣告策略的認知和購物意願之間的關係，研究者設計了一份問卷來調查受測者針對審慎理財的詞語、社會層級提升的詞語、擬社會人際互動、體驗行銷的認知程度。透過網路，本研究蒐集了137份有效問卷，包含74名女性和63名男性，其中大部分的受測者擁有高學歷。根據分析的結果，兩個電視購物節目的主持人和來賓在推銷產品時都分別大量使用了審慎理財的詞語以及社會層級提升的詞語。經過卡方檢定，兩個節目的主持人和來賓分別在使用審慎理財的詞語及社會層級提升的詞語方面上有顯著的不同。除此之外，經過二元邏輯迴歸檢驗觀眾對於這四個廣告策略的認知程度和購買意願之間的關係，分析結果指出當觀眾對於這些廣告策略的認知程度越高，他們的購買意願也會越強。也就是說，本研究所提出的所有廣告策略都能對觀眾的購買意願有顯著的影響進而引起真正的購買行為。因此，本研究也證實對於擁有較高學歷的觀眾，這些廣告策略是能有效地說服他們購買電視購物頻道中所推銷的產品。除此之外，本研究所提出的廣告策略也能延伸應用在其他廣告情境和說服場面之中，例如:電視廣告、網路購物、甚至是政治性宣傳活動。

TV shopping channels have thrived for many years. To investigate how shopping programs work so successfully and what advertising strategies the advertisers use, some issues such as content and settings, characteristics of hosts, and viewers’ motivations of purchase, have gained concerns in research of communication, advertising, and marketing. Previous works investigate these issues in one direction, that is, from either the advertisers’ or from the consumers’ viewpoints. However, a successful advertisement contains sequential processes invoking viewers’ actual buying behavior. As a result, it is necessary to take the interaction between the advertisement and viewers into account. This paper identified a four-dimensional framework to study how the hosts and the guests of two selected TV shopping programs persuaded the viewers to buy the promoted products. The research analyzed how four variables, the terms of financial prudence, the terms of upward mobility, para-social interaction, and experience marketing, would influence the viewers’ intention of purchase. To understand the viewers’ perceptions toward the advertising strategies and intention of buying, a questionnaire was conducted with 137 highly educated participants, including 74 females and 63 males, on the Internet. The findings indicated that these programs did apply a large quantity of financial prudence and upward mobility terms when promoting the products; however, the results of the Chi-square test showed that there were significant differences in using these terms between the two programs. In addition, binary logistic regression procedures were conducted to examine the relation between the viewers’ perceptions toward these advertising strategies and their purchase intention. The findings displayed that the greater the viewers perceived toward these strategies, the stronger their purchase intention became. In other words, all advertising strategies had a significant influence on the viewers’ actual buying behavior. Therefore, this study confirmed that these advertising strategies are effective in selling products on the TV to highly educated viewers. The findings of this study imply that these strategies may be applicable in other advertising contexts or persuasive settings, such as TV commercial, on-line shopping, and political campaign.

Addis, M., & Holbrook, M. B. (2001). On the conceptual link between mass customization and experiential consumtion: An explosion of subjectivity. Journal of Consumer Behavior, 1(1), 50-66.
Adeosun, L. P. K., & Ganiyu, R. A. (2012). Experiential marketing: An insight into the mind of the consumer. Asian Journal of Business and Management Sciences, 2(7), 21-26.
Akinbode, O. (2012). A sociolinguistic analysis of advertising language in selected Nigerian mass media commercials. Humanities and Social Sciences, 2(8), 26-32.
Auter, P. J., & Moore, R. L. (1993). Buying from a friend: A content analysis of two teleshopping programs. Journalism Quarterly, 70(2), 425-436.
Ball-Rokeach, S. J., & DeFleur, M. L. (1976). A dependency model of mass-media effects. Communication Research, 3(3), 3-21. doi: 10.1177/009365027600300101
Bolatito, O. (2012). Linkage between persuasion principles and advertising. New Media and Mass Communication, 8, 7-11.
Chang, K. L. (2007). Selecting the hosts of Taiwan TV-shopping channels by analytic network process. The Journal of Human Resource and Adult Learning 3(1), 103-107.
Chang, S.-A. (2005). A study of consumer decision making process on the TV home shopping channel. (Unpublished master’s thesis). National Chiao Tung University, Hsinchu.
Chen, C. F., & Tsai, M. H. (2008). Perceived value, satisfaction, and loyalty of TV travel product shopping: Involvement as a moderator. Tourism Management, 29, 1166-1171.
Chen, P. C., Chen, Y. J., & Lin, K. T. (2009). A comparison study of Taiwan and US consumer decision-making styles- using TV shopping format. The Journal of International Management Studies, 4(1), 145-153.
Chi, C. W. (2011). The linguistic devices on TV shopping channels and their effects. (Unpublished master’s thesis). Fu Jen Catholic University, Taipei.
Clark, H. H. (1996). Using language. New York: Cambridge University Press.
Conway, J. C., & Rubin, A. M. (1991). Psychological predictors of television viewing motivation. Communication Research, 18(4), 443-462. doi: 10.1177/009365091018004001
Cook, J. P. (2000). Consumer culture and television home shopping programming: An examination of the sales discourse. Mass Communication and Society, 3(4), 373-391. doi: 10.1207/S15327825MCS0304_03
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334. doi: 10.1007/BF02310555
Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utlitarian goods. Journal of Marketing, 37(1), 60-71.
Foddy, W. (1998). An empirical evaluation of in-depth probes used to pretest survey questions. Sociological Methods and Research, 27(1), 103-133. doi: 10.1177/0049124198027001003
Giles, D. C. (2002). Parasocial interaction: A review of the literature and a model for future research. Media Psychology, 4(3), 279-305. doi: 10.1207/S1532785XMEP0403_04
Grant, A. E., Guthrie, K. K., & Ball-Rokeach, S. J. (1991). Television shopping: A media system dependency perspective. Communication Research, 18(6), 773-798. doi: 10. 1177/009365091018006004
Grundey, D. (2008). Experiental marketing vs. traditional marketing: Creating rational and emotional liaisons with consumers. Romanian Economic Journal, 11(29), 133-151.
Horton, D., & Wohl, R. (1956). Mass communication and para-social interaction: Observation on intimacy at a distance. Psychiatry, 19, 215-229.
Ilyas, S., & Khushi, Q. (2012). Facebook status updates: A speech act analysis. Academic Research International, 3(2), 500-507 .
Lennon, S. J., Sanik, M. M., & Stanforth, N. F. (2003). Motivations for television shopping: Clothing purchase frequency and personal characteritics. Clothing and Textiles Research Journal, 21(2), 63-74. doi: 10.1177/0887302X0302100202
Likert, R. (1932). A technique for the measurement of the attitudes. Archives of Psychology, 22(140), 1-55.
Lim, C. M., & Kim, Y. K. (2011). Older consumers' TV home shopping: Loneliness, parasocial interaction, and perceived convenience. Psychology and Marketing, 28(8), 763-780. doi: 10.1002/mar.20411
Lin, H. H. (2010). The effect of TV and online shopping value on online patronage intention in a multi-channel retail context. World Academy of Science, Engineering, and Technology, 43, 445-451.
Machado, R., Cant, M. C., & Seaborne, H. (2014). Experiential marketing on brand advocacy: A mixed-method approach on global apple product uses. International Business & Economics Research Journal, 13(5), 955-962.
Maghnati, F., Ling, K. C., & Nasermoadeli, A. (2012). Exploring the relationship between experiential marketing and experiential value in the smartphone industry. International Business Research, 5(11), 169-177.
Marwell, G., & Schmitt, D. R. (1967). Dimensions of compliance-gaining behavior: An empirical analysis. Sociometry, 30(4), 350-364.
McDonald, W. J. (1995). Home shopping channel customer segments: A cross-cultural perspective. Journal of Direct Marketing, 9(4), 57-67.
Overby, J. W., & Lee, E.-J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59, 1160-1166. doi: 10.1016/j.jbusres.2006.03.008
Park, H., Lim, C.-M., Bhardwaj, V., & Kim, Y.-K. (2011). Benefit segmentation of TV home shoppers. International Journal of Retail and Distribution Management, 39(1), 7-24. doi: 10.1108/09590551111104459
Park, J. H., & Lennon, S. J. (2004). Television apparel shopping: Impulse buying and parasocial interaction. Clothing and Textiles Research Journal, 22(3), 135-144. doi: 10.1177/0887302X0402200304
Perse, E. M., & Rubin, R. B. (1989). Attribution in social and parasocial relationships. Communication Research, 16(1), 59-77. doi: 10.1177/009365089016001003
Plessis, E. d. (2005). The advertised mind: ground-breaking insights into how our brains respond to advertising. London: Kogan Page.
Ridgway, N. M., & Kinney, M. K. (2005). "Hi, I'm a compulsive buyer:" A content analysis of themes from testimonial telephone calss at QVC. Advances in Consumer Research, 32, 431-436.
Rubin, A. M., Perse, E. M., & Powell, R. A. (1985). Lonliness, parasocial interaction, and local television news viewing. Human Communication Research, 12(2), 155-180.
Schmidt, R., & Kess, J. F. (1985). Persuasive language in the television medium-constrasting advertising and televangelism. Journal of Pragmatics, 9, 287-308.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15, 53-67.
Schramm, H., & Hartmann, T. (2008). The PSI-process scales: A new measure to assess the intensity and breadth of parasocial process. Communications, 33, 385-401. doi: 10.1515/COMM.2008.025
Shih, T. Y. (2011). Developing marketing strategies for TV shopping stores: A second-order structural equation modeling application. International Jouranl of Electronic Business Management, 9(4), 355-367.
Skumanich, S. A., & Kintsfather, D. P. (1998). Individual media dependency relations within television shopping programming: A causal model reviewed and revised. Communication Research, 25(2), 200-219. doi: 10.1177/009365098025002004
Sproles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers' decision-making styles. Journal of Consumer Affairs, 20, 267-279.
Stephens, D. L., Hill, R. P., & Bergman, K. (1996). Enhancing the consumer-product relationship: Lessons from the QVC home shopping channel. Journal of Business Research, 37, 193-200.
Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach's alpha. International Journal of Medical Education, 2, 53-55. doi: 10.5116/ijme.4dfb.8dfd
Vakratsas, D., & Ambler, T. (1999). How advertising works: What do we really know? Journal of Marketing, 63, 26-43.
Waldman, A. (1995). Lonely hearts, classy dreams, empty wallets. The Washington Monthly, 27(6), 10-16.
Wells, W., Burnett, J., & Moriarty, S. (1989). Advertising: Principles and practice. New Jersey: Prentice Hall.
Wijaya, B. S. (2011). The development of hierarchy of effects model in advertising. International Research Journal of Business Studies, 5(1), 73-85.
Ye, H.Y. (2001). A study on the cable viewer’s motivation and behavior on Home shopping channels in Taipei area. (Unpublished master’s thesis). National San Yat-sen University. Kaohsiung.
Yuan, Y. H., & Wu, C. (2008). Relationships among experiential marketing, experiential value, and customer satisfaction. Journal of Hospitality & Tourism Research, 32, 387-410. doi: 10.1177/1096348008317392
劉美琪 (Liu)。2004。台北: 雙葉書廊有限公司。