China's economic growth have marked an average annual increase of over 9.8% in the past 30 years since China first started reform and opening up policy. The increasing of the economic scale has provided a great potential market. China's retail sales r...
China's economic growth have marked an average annual increase of over 9.8% in the past 30 years since China first started reform and opening up policy. The increasing of the economic scale has provided a great potential market. China's retail sales reached 1 trillion and 278.8 billion dollars in 2007. The tendency has shown that a market of 2 trillion and 400 billion dollars by 2010 is expected. The rapid progression of economy and the adoption of new technology have changed customers' life style. Especially, the media has diversified due to the development of new communication technology and distribution methods also greatly changed. The market scale of TV home shopping, a means of mail order selling, is growing rapidly. 2003 marked the start of the second renaissance of TV home shopping.
Under such environment, the enterprises that could not fulfill the maximization of customer satisfaction will be eliminated, however, those succeeded in seizing the opportunities by establishing appropriate strategies will eventually survive in the competition and develope rapidly.
The purpose of this study it to grasp the current situation of TV home-shopping in China and regulate the factors that effect customers's satisfaction on TV home-shopping. The respondents being surveyed were residents of Beijing, Shang Hai, Ji Nan and some other medium and big cities in China and all of them had the experiences of purchasing goods from TV home-shopping. SPSS for Window 12.0 was used for analysis.
The results of the analysis are as follows:
Firstly, the result of this study shows that TV home-shopping customers are significantly different in accordance with their age, education background and marital status.
Secondly, the TV home-shopping customers are significantly different in accordance with purchasing frequency and the overall purchasing experiences in one year.
Thirdly, the factors of products and price have significant impacts on the customers' satisfaction statistically, however, the factors of distribution and promotion do not impact the customers' satisfaction.
Fourthly, this study demonstrated that satisfaction has significant impacts on re-purchase intention in terms of the relationship between the customers' satisfaction and re-purchase intention.
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