Tv Homeshoppers Essay

Tv Homeshoppers

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Benefit segmentation of TV home shoppers

Hyejune Park

Office of Full, Hospitality, and Tourism Supervision, University of Tennessee, Knoxville, Tennessee, UNITED STATES

Benefit segmentation


Received 16 September 2009 Revised 17 06 2010 Recognized 21 June 2010

Chae-Mi Lim

Promoting, School of Business Government, Philadelphia College or university, School House Lane & Henry Opportunity, Philadelphia, Pennsylvania, USA

Vertica Bhardwaj

Division of Textiles and Apparel, School of Man Ecology, University of The state of texas at Austin, Austin, Arizona, USA, and

Youn-Kyung Ellie

Department of Retail, Hospitality, and Travel and leisure Management, University of Tennessee, Knoxville, Tennessee, USA Subjective

Purpose – The purpose of this study is usually to identify consumer segments depending on benefits wanted from TV SET home purchasing and profiled the identified segments in consumer characteristics and marketplace behaviors. Design/methodology/approach – An example of 887 consumers who had watched a TV house shopping route was used. The analyses involved running a element analysis based upon benefits sought, a bunch analysis based upon the identified factors, and x 2test and ANOVA for profiling the portions. Findings – Four benefit segments of TV home shoppers had been identified: comfort seekers, product-oriented shoppers, uniqueness seekers, and apathetic consumers. Each client segment showed significant variations in demographic attributes (i. elizabeth. gender, era, education level), consumer characteristics (i. elizabeth. time-consciousness, price-consciousness), and behavioral outcomes (i. e. pleasure with TV SET shopping, repurchase intention). Exploration limitations/implications – This analyze confirms that benefit segmentation can be a useful gizmo for aimed towards TV residence shoppers. Yet , the findings of the current study needs to be interpreted with caution because of non-random testing method and limited range of scale things for benefits sought and variables utilized in describing sections. Practical implications – The results present marketing recommendations for each of the benefit segments of TV shoppers. Originality/value – Considering that virtually no benefit segmentation research has recently been conducted on TV shoppers, this kind of study gives a new perspective to the segmentation of TV SET home consumers. Keywords Tv, Home purchasing, Market segmentation, Consumer behavior Paper type Research conventional paper

TV residence shopping, the main player of t-commerce, has recently received much attention with the digital TV transition as well as the development of interactive shopping service (Creamer, 3 years ago; Yang and Duan, 2010). Phenomenal growth of TV home shopping over the last two decades have been demonstrated by the revenues of major

Intercontinental Journal of Retail & Distribution Supervision Vol. 39 No . you, 2011 pp. 7-24 queen Emerald Group Publishing Limited 0959-0552 DOI 10. 1108/09590551111104459

IJRDM 39, 1


TV residence shopping systems (HSN). For instance , the US revenue of quality, value, comfort (QVC) to get the 2009 fiscal year reached more than $7 billion (Liberty, 2010), making it significantly bigger than many proven traditional stores and online stores. QVC in addition has expanded it is business into several countries such as the UK, Germany, and Japan. Exceeding 60 programs in the Western market, TV SET shopping is forecasted to grow simply by 54 percent by a market value of e4. 2 billion dollars e in 2007 to 6. 4 billion e simply by 2012 (Wiegand et approach., 2008). Regardless of the significant expansion and potential customer of TV home shopping, research problems and concepts involved in TELEVISION shopping have been somewhat neglected by buyer researchers (Cook, 2000; Gudelunas, 2002). The small portion of revenue that TELEVISION SET home searching constitutes in the retail industry may be 1 reason for absence of exploration. In 3 years ago, the total sales of US non-store retailers which includes TV, online, and catalog retailing accounted for only 13 percent with the...