摘要
在我国由于信任的缺失严重影响了电视购物行业的发展。文章通过实证研究影响消费者电视购物中信任的因素,研究得出了八个影响因素:风险态度、产品信息、价格、品牌、电视购物频道声誉、交易安全性、订单履行和主持人,并对电视购物频道的管理人员提出了一些营销建议。
The development of TV shopping is greatly influenced by the lack of credibility in our country.This article focuses on the factors that lead to the loss of consumers＇ trust in TV shopping.They are： attitudes towards crisis,information of products,price,brands,fame of the TV shopping channels,security of transaction,order fulfillment and anchormen.Besides,it comes up with several suggestions for effective marketing.
出处
《江苏商论》
北大核心
2011年第10期3-6,共4页
Jiangsu Commercial Forum
关键词
电视购物
信任
影响因素
TV shopping
credibility
influential factors
