| Since the 1990s, TV shopping, as a new industry, gradually appeared in domestic TV stations of every level and became one of the major sources of income of TV media, thus relieved the pressure of TV media income source's singleness. However, at present TV shopping is being criticized by most of the people because of the over high speed of its development, TV shopping runners'short-term consideration and the lack of effective supervision and control. TV shopping has already been the advertisement form which has the highest complaint rate. This has directly led to the developing difficulty of TV shopping.This research is aiming at the recognition of TV shopping reliability and the influence to reliability brought by business sectors. In the developing process, TV shopping reliability became an important factor that restrict the development of TV shopping, so increasing the reliability is more and more urgent. On the ground of the existing research results, the writer gathered 178 samples from three cities of different developing levels, emphasizing on the cognition of TV shopping reliability. What's more, the writer inspected the influence on TV shopping reliability given by business sector with population difference.The research has revealed that, TV shopping confidence level is lower now. The confidence level cognition between consumer in sex,age,marital status, income level and regional distribution difference is not remarkable.This research also acts according to studies the result to propose toof practical significance the TV shopping solid service operation , supplying industry carries on the reference. |
