Although more than 80% of the sample of 1,230 people from Beijing, Shanghai, Guangzhou, Xi'an, Chengdu and Wuhan said they knew about TV shopping, 57% of them said they seldom watched the programs.
Beijing had the most TV shopping program viewers in the sample. Altogether 93% of Beijing respondents said they often or occasionally watched TV shopping. However, only 4% of respondents declared themselves ``very interested'' in it. Over 71% of respondents said they had little, if any, interest in this type of program.
Among the six cities, Guangzhou consumers were the least interested in TV shopping programs. Only 22% of those surveyed from Guangzhou gave positive answers when asked if they were interested.
While 37% of the people who said they were interested in TV shopping said it was for the sake of curiosity that they watched the programs and bought things from them, 24% said they preferred this type of shopping because it was "convenient."
Among those people who seldom watched TV shopping programs, 42% said it was because of the prohibitive prices of the goods on offer. When asked whether TV shopping would become one of the "major shopping means for you or your family," only 18% said it was "probable," while 64% saw it as "impossible."
Copyright December 1998, Crain Communications Inc.