Tv Homeshoppers

Topics: Retailing, Shopping channel, Shopping networks Pages: 26 (8716 words) Published: March 8, 2013
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Benefit segmentation of TV home shoppers
Hyejune Park
Department of Retail, Hospitality, and Tourism Management, University of Tennessee, Knoxville, Tennessee, USA

Benefit segmentation

Received 16 September 2009 Revised 17 June 2010 Accepted 21 June 2010

Chae-Mi Lim
Marketing, School of Business Administration, Philadelphia University, School House Lane & Henry Avenue, Philadelphia, Pennsylvania, USA

Vertica Bhardwaj
Division of Textiles and Apparel, School of Human Ecology, University of Texas at Austin, Austin, Texas, USA, and

Youn-Kyung Kim
Department of Retail, Hospitality, and Tourism Management, University of Tennessee, Knoxville, Tennessee, USA Abstract
Purpose – The purpose of this study is to identify shopper segments based on benefits sought from TV home shopping and profiled the identified segments in consumer characteristics and market behaviors. Design/methodology/approach – A sample of 887 consumers who had watched a TV home shopping channel was used. The analyses involved running a factor analysis based on benefits sought, a cluster analysis based on the identified factors, and x 2test and ANOVA for profiling the segments. Findings – Four benefit segments of TV home shoppers were identified: convenience seekers, product-oriented shoppers, uniqueness seekers, and apathetic shoppers. Each consumer segment exhibited significant differences in demographic characteristics (i.e. gender, age, education level), consumer characteristics (i.e. time-consciousness, price-consciousness), and behavioral outcomes (i.e. satisfaction with TV shopping, repurchase intention). Research limitations/implications – This study confirms that benefit segmentation can be a useful tool for targeting TV home shoppers. However, the findings of the current study should be interpreted with caution due to non-random sampling method and limited number of scale items for benefits sought and variables used in describing segments. Practical implications – The results provide marketing suggestions for each of the benefit segments of TV shoppers. Originality/value – Considering that virtually no benefit segmentation research has been conducted on TV shoppers, this study provides a new perspective to the segmentation of TV home shoppers. Keywords Television, Home shopping, Market segmentation, Consumer behaviour Paper type Research paper

TV home shopping, the major player of t-commerce, has recently received much attention with the digital TV transition and the development of interactive shopping service (Creamer, 2007; Yang and Duan, 2010). Phenomenal growth of TV home shopping over the last two decades has been demonstrated by the revenues of major

International Journal of Retail & Distribution Management Vol. 39 No. 1, 2011 pp. 7-24 q Emerald Group Publishing Limited 0959-0552 DOI 10.1108/09590551111104459

IJRDM 39,1


TV home shopping networks (HSN). For example, the US sales of quality, value, convenience (QVC) for the 2009 fiscal year reached more than $7 billion (Liberty, 2010), making it significantly larger than many established traditional retailers and online retailers. QVC has also expanded its business into several countries such as the UK, Germany, and Japan. With more than 60 channels in the European market, TV shopping is forecasted to grow by 54 percent from a market value of e4.2 billion e in 2007 to 6.4 billion e by 2012 (Wiegand et al., 2008). Despite the significant growth and prospect of TV home shopping, research issues and concepts involved in TV shopping have been somewhat neglected by consumer researchers (Cook, 2000; Gudelunas, 2002). The small portion of sales that TV home shopping constitutes in the retail industry may be one reason for this lack of research. In 2007, the total sales of US non-store retailers including TV, online, and catalogue retailing accounted for only 13 percent of the...
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