Mining Consumer Knowledge from Shopping Experience: TV Shopping Industry

Mining Consumer Knowledge from Shopping

Experience: TV Shopping Industry

Chih-Hao Wen1, Shu-Hsien Liao2, and Shu-Fang Huang2

1Department of Logistics Management, National Defense University, Taiwan
2Department of Management Sciences and Decision Making, Tamkang University, Taiwan

Abstract: TV shopping becomes far much popular in recent years. TV nowadays is almost everywhere. People watch TV; meanwhile, they are more and more accustomed to buy goods via TV shopping channel. Even in recession, it is thriving and has become one of the most important consumption modes. This study uses cluster analysis to identify the profiles of TV shopping consumers. The rules between TV Shopping spokespersons and commodities from consumers are recognized by using association analysis. Depicting the marketing knowledge map of spokespersons, the best endorsement portfolio is found out to make recommendations. By the analysis of spokespersons, period, customer profiles and products, fourbusiness modes of TV shopping are proposed for consumers: new product, knowledge, low price and luxury product; the related recommendations are also provided for the industry reference.

Keywords: Consumer knowledge, data mining, TV shopping, association rules, clustering.

Received July 23, 2014; accepted June 26, 2016
  
Read 3152 times Last modified on Thursday, 11 October 2018 05:38
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