Tv Homeshoppers
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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
7
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
Benefit segmentation of TV home shoppers
Hyejune Park
Department of Retail, Hospitality, and Tourism Management, University of Tennessee, Knoxville, Tennessee, USA
Benefit segmentation
7
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