[[alternative]]A Study of the Influence of TV Home Shoppings’ Video Format on Consumers’ Tendency

[[abstract]] In this research it confers with the image presentation in television home shopping channel program would cause what kind of effect toward consumer’s shopping tendency. The research analyze the of the video display in television home shopping channel program, which contain of seven nationwide channels, five Eastern Home Shopping channels, Fubon momo shopping channel and Fullmall Home Shopping. In this research, it take questionnaire investigation as main research method, the contain of questionnaire include frame the factors via analyze the television home shopping program, include “film area”, “product information area” , “phone call area”, “shopping program title area”, “rolling type captions area” and “countdown area”. A total of 407 questionnaires were released. Besides the understanding of foregoing factor, here in this research also comprehend the fabrication flow path of the television shopping channel, and to do profundity interview with the backstage staffs, by these study to understand the present which kind of produce could fit the requirement of public, to attract the audience, and try to understand the difference between the need of audience and the need of program producer. In gender, there have differences fancy in the TV shopping. Male pay more attention to the image of host and model than female, on the contrary, female take more notice of the information of discount and present. Compare the common people and the TV producer. It showed that TV producer attach more importance to “film area”, “product information area”, “phone call area” than common people. In the meanwhile, the TV producer discontented more than two modules of “rolling type captions area”. The paper proposes that the TV shopping conductor should offer different information service for different gender. It is the way where the TV shopping channel survives to offer the high-quality goods. And also it should provide the service of Specialist telephone. If there have any promotion, it is necessary to take the people’s opinion into consideration.