本研究以「媒體需求」、「傳播效果階層」及「媒體使用與滿足」三種重要傳播理論，作為研究主要基礎理論，以量化研究施測問卷做為主要研究工具，並以滾雪球抽樣方式，選取曾經在電視購物頻道有購物經驗者做為受測對象，研究主要目的在於1. 瞭解受試者對電視、網路與平面三種主流媒體的需求情形；2. 分析消費者接受傳播行銷的過程主要是採用「學習階層」、「不和諧歸因階層」或「低介入感階層」之傳播效果階層類型；3.瞭解電視購物者再媒體四種功能「新聞」、「知識」、「娛樂」與「經濟」的使用與滿足之關係，本研究回收問卷共計342份，其中有效回收問卷樣本304份。研究結果以典型相關統計方法分析量表中「傳播媒體需求」、「傳播效果階層」與「購物頻道媒體的使用與滿足」三構面產生的交互作用情形。並經由線性迴歸分析，發現影響消費者對電視購物頻道「使用後滿足」有預測與解釋能力之主要變項為：「電視購物頻道品牌」、「學習效果階層」、「不和諧歸因階層」與「電視媒體需求」四個重要變項。

This thesis generalized not only the scholars' study and market situation but also adopted “Communication media need”, “the Hierarchy of effects theories”, and “the Uses and gratification theory” three kinds of important communication theories as studying the main basic theory structure, constructing and examining the questionnaire. The main research tool implemented with quantization, regard choosing and once having persons who does shopping experience to do to snowball sampling in the way on the TV shopping channel as the target examined. The main purpose lies in 1. Understanding experimenter's demand situation in three kinds of media needs of TV, network and printing; 2. It lasts course of marketing acceptance by analyzing consumer and adopts 'the learning hierarchy', 'the dissonance-attribution hierarchy' or the 'low-involvement hierarchy' to propagate result stratum; 3. Understanding media use and gratification. TV of shopper, retrieve questionnaire of this research is totally 342. Among them retrieved 304 samples of questionnaire effectively. The research turn out literally that there is importable and significant relationship among “communication media need”, “the Hierarchy of Effects” and “Uses and Gratification Theory”. The main factors affecting “post-using expectation” toward the cable TV shopping channel consumers are “shopping channel brand”, “learning hierarchy” “dissonance-attribution hierarchy” and “TV media need”.