There have been few studies on the Key Success Factors (KSF) of TV shopping industry in both China and Taiwan. Moreover, the market growth potential and size across the Formosa Strait are significant. Using the Analytical Hierarchy Process (AHP) in Export Choice (EC) software, we find that the top ten KSF in the TV shopping industry across the Formosa Strait are somewhat different in order of importance and in the content. Managers in Taiwan consider watching habit, income, age, occupation, product positioning strategy, channel releasing policy, education, differential pricing, target product strategy and strategic sensitivity as the top ten KSF in order of importance. Meanwhile, managers in China consider domestic economic development, income, average domestic income, business philosophy, channel releasing policy, watching habit, product positioning strategy, related broadcasting laws, age, and occupation as the top ten KSF in order of importance.
Formosa Strait, analytical hierarchy process, expert choice, key success factor, TV shopping industry
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