CAJ | 학술논문

在经济高速发展、技术日益革新的当代，消费者的需求呈现出日益多样化及个性化的趋势，传统的大众营销逐渐显示出其劣势。直销营销作为一种新型的营销方式逐渐崭露头角。电视购物，是极其典型的直销营销方式之一。本文运用实验法，选取在校大学生为实验对象，实证分析了参考价格、限时促销、产品现场演示三种促销方式对消费者购买意愿的影响，并根据实验结果，对电视购物行业未来的发展提出了若干建议。
재경제고속발전、기술일익혁신적당대，소비자적수구정현출일익다양화급개성화적추세，전통적대음영소축점현시출기열세。직소영소작위일충신형적영소방식축점참로두각。전시구물，시겁기전형적직소영소방식지일。본문운용실험법，선취재교대학생위실험대상，실증분석료삼고개격、한시촉소、산품현장연시삼충촉소방식대소비자구매의원적영향，병근거실험결과，대전시구물행업미래적발전제출료약간건의。
With the rapid speed of economic growth and technological innovation in contemporary society, traditional mass-marketing can＇ t satisfy the need of customers which shows a trend of diversification and personalization. TV shopping, a typical way of direct marketing which began to sprout decades ago, attracts growing number of people. In this paper, we selected college students as subjects, analyzing the impact of reference price, limited-time promotion and the product live demonstration on consumer purchase intention. We then give some advice on the development of TV shopping industry according to the experimental results.