台灣國內旅遊市場快速成長，繼電子商務後，隨著電視購物頻道興起，旅遊產品銷售通路正面臨競爭與重新調整。電視購物結合多媒體效果，讓無形性旅遊產品有型化；外加主持人與行銷包裝下，使消費者產生對旅遊產品有著衝動性購買與不同涉入程度影響。 本研究針對透過電視購物頻道購買國內旅遊產品消費者之購買動機，並使用結構方程模式（SEM）分析電視購物國內旅遊產品消費者知覺價值、滿意度與行為意圖三者間關係；並以衝動程度與涉入程度為區隔變數，區分出相異之組別對於知覺價值、滿意度與行為意圖間影響程度。研究結果發現，知覺價值會正向影響滿意度與行為意圖，但滿意度並不會直接影響行為意圖。於區隔變數中，低衝動、高衝動與高涉入三群體中與整體模式相同；在低涉入群組，知覺價值會正向影響滿意度與行為意圖，滿意度也會直接影響行為意圖，且知覺價值透過滿意度對行為意圖產生間接正向之影響。 Following the fast growth in domestic travel market, the TV shopping channel appears to be a strongly competitive distribution after the success of e-commerce in Taiwan. In addition to the host and product packaging, integrating the multimedia effect to make invisible traveling product tangible, the TV shopping channel enables the consumer to have the impulsive purchase and various levels of involvement in travel product. This study investigated consumers’ purchase motivations of the domestic travel product on TV shopping channel, and applied the SEM to analyze the relationships between perceived value, satisfaction and behavioral intentions for TV shopping consumers. In addition, impulsive level and involvement level are used as segmenting variables to examine the differences in relationships between variables in interest in different groups. The results reveal that both perceived value and satisfaction have positively direct effects on behavioral intentions, but satisfaction doesn’t show significant impact on behavioral intentions. In terms of effects of segmenting variables, only the relationships of the low involvement group are different from those of the whole model. Specifically, perceived value has positively direct impacts on satisfaction and behavioral intentions, satisfaction have a positively direct effect on behavioral intentions, and perceived value, mediated by satisfaction, has a positively indirect impact on behavioral intentions with respect to the low involvement group.
