Communication Concept Of TV Shopping Audience Research

TV shopping refers to a kind of social and commercial service activity, incorporating publicity, organization and after-sale service of commodities via television. Interactive none-store retailing features TV shopping without middlemen or dealers involved, directly connecting consumers with manufacturers. In a way, entity shops are cancelled but direct retailing is carried out by resorting to the virtual space, TV.The industrialized system of TV shopping is composed of four elements-disseminators, text content, media and receivers. TV shopping is classified into two categories-TV home shopping (TV shopping programs) and home shopping (TV shopping channels).TV shopping emerged in China at the beginning of1990s, with no longer than two decades’history. Due to the short time of development, academically there are only few of researches on it, particularly rarely on taking receivers as objects, lacking in systematic study based on theories of mass communication.This thesis takes receivers in TV shopping as objects and considers communication effect of TV shopping advertisements from the perspective of receivers, based on the relative theories of mass communication, journalism and psychology. Meanwhile it selects the program of Changchun Jiayou Home Shopping Channel as a case study and highlights receivers’decisive role on communication effect of TV shopping advertisements by fulfilling analysis minutely and synoptically. The study discusses from the following parts:The first part, introduction, summarizes the actualities of present studies and brings forward the study angle of this thesis and the significance of the selected topic.The second part puts forward how to define receivers and the development phases of studying them and analyzes those involved in TV shopping in China about their peculiarities, psychological characteristics, demand, motivation, acceptance behavior and so on.The third part analyzes communication setting, that is to say, the effect of inner setting and outer setting on the receivers.The fourth part mainly analyzes the effect of text design of TV shopping on the receivers.The fifth part discusses the effect of mass media on the receivers.The sixth part comes to a conclusion on the study in the thesis and points out the issues which need to be improved in the future.