科技的進步，改變了消費者的消費方式與習慣，也帶起了虛擬通路的風潮，其中又以電視購物成長最快。電視購物不但提供消費者購物的方便性與產品的多樣化選擇，且能透過主持人對產品的詳細介紹來了解產品，節省了許多產品資訊搜尋的時間。
沒有店面，只靠著在大家都接觸得到的電視上開了購物平台，到底有什麼樣的吸引力？電視購物頻道提供了什麼樣的廣告訊息，來刺激消費者在極短的時間內，或根本沒有時間考慮的情況下購買產品？消費者的知覺風險及廣告涉入程度高低將會如何影響訊息內容的接收，以及影響對電視購物頻道的廣告態度及購買意願？本研究以電視購物之消費者為對象，就電視購物頻道廣告訊息內容、消費者的知覺風險與廣告涉入程度，對廣告效果的影響作分析及研究。以供經營電視購物頻道業者參考，以滿足消費者之需求，進而引起購物意願。
本研究以因素分析(Factor Analysis)，集群分析(Cluster Analysis)及三因子變異數分析(Three-ways MANOVA)，進行因素縮減及分群，分析不同訊息內容偏好的消費者、不同知覺風險類型及廣告涉入程度高低對電視購物頻道廣告態度及購買意願之影響。分析樣本以回收之有效問卷214份為基礎。分析結果如下：
1.知覺風險會干擾消費者不同訊息內容偏好對購買意願之影響；但不會干擾消費者不同訊息內容偏好對廣告態度之影響。廣告涉入程度高低並不會干擾消費者不同訊息內容偏好對廣告態度及購買意願之影響。
2.消費者對電視購物廣告訊息的偏好不同，對電視購物廣告態度及購買意願亦有不同。「功能與經濟訴求」訊息內容偏好者與「服務與保證訴求」訊息內容偏好者皆比「形象與風格訴求」訊息內容偏好者有較佳之廣告態度。「服務與保證訴求」訊息內容偏好者比「形象與風格訴求」偏好者有較佳之購買意願。
3.不同知覺風險類型對電視購物購買意願的影響有顯著差異，但對電視購物的廣告態度無顯著差異。在知覺風險類型中，「自我滿足型」的消費者比「理智實際型」的消費者有較佳之購買意願。
4.「高廣告涉入程度」者比「低廣告涉入程度」者有較佳之廣告態度，也有較佳之購買意願。

The improvement of technology has changed the consumption behaviors of customers.  And also, it has stimulated customers to consume through virtual stores, especially TV shopping.  TV shopping channel provides a convenient way for shopping and various choices of products.  Customers can get sufficient information through hosts’ detailed introduction for products, so that they can save time to collect products’ information by themselves when shopping in TV shopping channels. 
What attracts customers to buy products in TV shopping channels? What information contents TV shopping channels provide?  Why customers can decide to buy products without careful consideration in TV shopping channels? How the perceived risks of customers affect the information contents to be delivered?  How the involvements of customers affect the information contents to be received?  This study is trying to analyze the relationship and effects between the preference of information content of customers, the perceived risks of customers and the involvement level of customers and how these 3 factors affect the advertisement attitude and purchasing intention.
The main analysis ways used in this study are factor analysis, cluster analysis and MANOVA.  The analysis samples are total 214 and got results as below: 
1.The perceived risk of customers will interfere with the effect between the different preferences of information content and purchasing intention, but will not interfere with the effect between the different preference of information content and ads attitude.  The involvement level of customers will not interfere with the effect between the different preferences of information content, ads attitudes and purchasing intention.
2.The different preferences of information content of customers will affect the ads attitude and purchasing intention.
3.The different types of perceived risk of customers will affect the purchasing intention, but won’t affect the ads attitude.
4.The high-involved customers will have better ads attitudes and purchasing intention than the low-involved customers.

目      錄
目      錄	i
表  目  錄	ii
圖  目  錄	iii

第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	3
第三節 研究步驟	4
第二章 文獻探討	5
第一節 電視購物	5
第二節 廣告訊息	9
第三節 知覺風險	12
第四節 廣告涉入	18
第五節 廣告效果	24
第三章 研究方法	32
第一節 研究架構與研究假說	32
第二節 研究對象及抽樣方法	34
第三節 研究變數之定義與衡量	35
第四節 問卷設計	37
第五節 資料分析與統計方法	38
第四章 資料分析	40
第一節 資料回收狀況及樣本結構描述性分析	40
第二節 單因子變異數分析與卡方檢定	43
第三節 問卷信度分析	45
第四節 各研究構面之平均數分析	46
第五節 各研究構面之因素分析與集群分析	48
第六節 訊息內容、知覺風險、廣告涉入、廣告態度及購買意願之變異數分析	56
第五章 結論與建議	61
第一節 結論	61
第二節 對電視購物產業之建議	63
第三節 研究限制及後續研究之建議	64
參考文獻	65
附錄一：前測問卷	74
附錄二：正式問卷	78

表  目  錄
表2-1 廣告訊息內容衡量準則與定義表	10
表2-2  Jacoby and Kaplan(1972) 知覺風險的五個構面	13
表2-3  Roselius(1971) 知覺風險的四個構面	14
表2-4  Murry and Schlacter (1990) 服務風險類型的六個構面	14
表3-1 知覺風險問項	36
表4-1 受訪者之電視購物消費及收視行為	41
表4-2 受訪者之人口統計變數	42
表4-3 受訪者之人口統計變數與電視購物消費及收視行為對訊息內容、知覺風險	
、廣告涉入、廣告態度及購買意願間之影響之變異數分析	43
表4-4 受訪者之人口統計變數與電視購物消費及收視行為之卡方檢定	44
表4-5  Cronbach’s α 信賴係數法之信度衡量標準	45
表4-6 本研究問卷構面之Cronbach’s α值	46
表4-7 廣告涉入程度組別之統計及檢定表	46
表4-8 知覺風險因素特徵值、累積解釋變異量及Cronbach’s α 值	49
表4-9 知覺風險因素一：有形的金錢損失	49
表4-10 知覺風險因素二：無形的不安全感	50
表4-11 知覺風險因素三：直覺的風險	50
表4-12 各集群在知覺風險構面之變異數分析	50
表4-13 知覺風險集群之判別分析	51
表4-14 訊息內容因素特徵值、累積解釋變異量及Cronbach’s α 值	52
表4-15 訊息內容因素一：價格與功能導向	52
表4-16 訊息內容因素二：服務與便利導向	53
表4-17 訊息內容因素三：情境與說服導向	53
表4-18 訊息內容因素四：品味與獨特導向	54
表4-19 各集群在訊息內容構面之變異數分析	54
表4-20 訊息內容集群之判別分析	55
表4-21 訊息內容、知覺風險與廣告涉入對廣告態度及購買意願之變異數分析	56
表4-22 訊息內容對廣告態度及購買意願影響之變異數分析	58
表4-23 知覺風險對廣告態度及購買意願影響之變異數分析	59
表4-24 廣告涉入程度對廣告態度及購買意願影響之變異數分析	60
表5-1 假設驗證結果	61

圖  目  錄
圖1-1 研究流程圖	4
圖2-1  FCB Model 之基本架構	9
圖2-2 涉入的概念化架構	21
圖2-3  Roseberg and Hovland 之態度概念圖	26
圖2-4 態度與購買行為之關係	27
圖2-5 消費者決策程序模式	28
圖2-6 評估可行方案與購買決策間經歷之階段	29
圖3-1 本研究架構圖	32
圖4-1 受訪者所購買的產品比例	42
圖4-2 廣告態度分數分佈	47
圖4-3 購買意願分數分佈	48

一、中文部分
1.王凱(2001)，超媒體電腦媒介環境中消費者涉入與廣告效果研究－廣告情境與導引策略的調節影響，國立中央大學資訊管理研究所博士論文。

2.江宏祥(1994)，有線電視購物頻道消費者決策模式之研究，國立交通大學傳播科技研究所碩士論文。

3.余國維(1996)，消費者特性與產品特性對網際網路購物意願之影響，成功大學企研所碩士論文。

4.李雙華(1997)，網路購物消費者降低知覺風險之研究，私立大葉大學事業經營研究所碩士論文。

5.李海容（1997）。大陸電視購物頻道的特點與前景。廣告學研究，第九集，政治大學廣告系，頁89。

6.李定家(2000)，網路購物之降低風險策略研究，國立中央大學資訊管理研究所碩士論文。

7.李秀珠(1999)。有線電視購物頻道與觀眾特性研究。台北：電視文化研究委員會。

8.林淑梅(1991)，中美兩國平面廣告資訊內涵比較之研究，國立政治大學國際貿易研究所碩士論文。

9.林如瑩(2000)，風險降低策略於網路購物之研究--以實驗室實驗法探討，國立中央大學企業管理研究所碩士論文。

10.姚基仁(1999)，影響消費者網路購物行為之因素探討，淡江大學管理科學研究所碩士論文。

11.徐釗欽 (2000)，Banner 不只是Banner：www橫幅廣告訊息內容分析，輔仁大學大眾傳播學研究所碩士論文。

12.張令慧，鄧榮坤（1995）。有線電視解讀，台北:月旦。

13.陳婉瑜（1996），雜誌內產品廣告訊息內容之研究，國立中興大學農產運銷學研究所碩士論文。

14.陳銘祥 (2001)，消費者類型與知覺風險對網際網路購物意願影響之研究，銘傳大學資訊管理研究所碩士論文。

15.陳富美(2001)，網站商店購物意願之研究－以產品特性、消費者特性及購買涉入進行探討，國立台北大學企業管理研究所碩士論文。

16.黃馨台（2000），廣告媒體、廣告國家與產品類型對於廣告訴求與廣告內容資訊性之影響，國立成功大學國際企業研究所碩士論文。

17.黃鳴棟（2003），虛擬通路產業的經營模式與競爭策略分析：以「電視購物」為例，國立台灣科技大學管理研究所碩士論文。

18.彭玉賢（1999），從區位理論探討網路網路購物與電視購物對台灣店鋪購物的影響--由消費者角度分析之，交通大學傳播研究所碩士論文。

19.彭俊文 (2004)，電視購物知覺風險與降低風險方式之研究，輔仁大學管理學研究所碩士論文。

20.趙子欽 (2003)，廣告表現策略之跨文化研究--台灣與日本得獎廣告之比較，中國文化大學新聞研究所碩士論文。

21.楊志弘（1995）。台灣地區有線電視頻道總覽。台北：傳莘雜誌社。

22.楊大緯(2000)，網路購物意願之影響因素研究，大同大學事業經營研究所碩士論文。

23.游正宇(2000)，資訊展現主體與顯要屬性對網路購物意願之影響，國立中央大學資訊管理研究所碩士論文。

24.葉華鏞（2001），有線電視收視戶對於「購物頻道」收視動機、收視行為與購買行為之研究，國立中山大學傳播管理研究所碩士論文。

25.電視觀眾收視研究編輯小組(2003)。購物頻道收視分析，2003年台灣地區電視觀眾研究報告。台北市：廣電人市場研究股份有限公司，頁：182-190。

26.廖榮文(1999)，品牌概念形象與廣告訴求對廣告效果之影響，東吳大學企業管理學系碩士論文。

27.劉倉賓(1997)，產品廣告訴求、涉入程度及高、低自我監控對廣告效果的影響，國立交通大學管理科學研究所碩士論文。

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