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Post hoc tests using Tukey procedure further investigated differences between segments (Table V). Convenience seekers and uniqueness seekers showed the highest tendency in time consciousness, with product-oriented shoppers displaying the lowest tendency. product-oriented shoppers were most price-conscious among all segments. Regarding attitudinal outcomes, convenience seekers and product-oriented shoppers were most satisfied with TV shopping, whereas apathetic shoppers were least satisfied. Convenience seekers also displayed the highest repurchase intention, while apathetic shoppers displayed the lowest repurchase intention.

Table 5 Post hoc tests using Tukey procedure further investigated differences between segments (Table V). Convenience seekers and uniqueness seekers showed the highest tendency in time consciousness, with product-oriented shoppers displaying the lowest tendency. product-oriented shoppers were most price-conscious among all segments. Regarding attitudinal outcomes, convenience seekers and product-oriented shoppers were most satisfied with TV shopping, whereas apathetic shoppers were least satisfied. Convenience seekers also displayed the highest repurchase intention, while apathetic shoppers displayed the lowest repurchase intention.

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Consumers also perceive that merchandise sold through TV shopping channels has lower prices than merchandise of traditional retailers (Alcafiiz et al, 2004; McDonald 1995). Although some financial risks due to the difficulty in comparing prices have been noticed (Kim and Lennon, 2000), consumers still perceive lower prices as one of the major benefits that they seek from TV shopping. Attractive product promotions (e.g. promotional prices with limited time offer, free trial products) or free shipping may further enhance shoppers’ attitudes toward the price benefit.
Consumers also perceive that merchandise sold through TV shopping channels has lower prices than merchandise of traditional retailers (Alcafiiz et al, 2004; McDonald 1995). Although some financial risks due to the difficulty in comparing prices have been noticed (Kim and Lennon, 2000), consumers still perceive lower prices as one of the major benefits that they seek from TV shopping. Attractive product promotions (e.g. promotional prices with limited time offer, free trial products) or free shipping may further enhance shoppers’ attitudes toward the price benefit.
Note: “Because there were only two items for these constructs, simple correlation coefficient was performed instead of Cronbach’s alpha
Note: “Because there were only two items for these constructs, simple correlation coefficient was performed instead of Cronbach’s alpha
Re EE, SNR ae NOt Ae Tn EA EOS AEA TN Oe RRND Senne NNeme Meee ST ee ete eee Cluster 1, convenience seekers, accounting for 36 percent of the respondents, were distinguished from other groups by their higher convenience benefit seeking. They demonstrated the second highest score on right purchase benefit. Cluster 2, uniqueness
Re EE, SNR ae NOt Ae Tn EA EOS AEA TN Oe RRND Senne NNeme Meee ST ee ete eee Cluster 1, convenience seekers, accounting for 36 percent of the respondents, were distinguished from other groups by their higher convenience benefit seeking. They demonstrated the second highest score on right purchase benefit. Cluster 2, uniqueness
stes: “p < 0.01 and **p < 0.001; values given in parentheses are calculated in percentage
stes: “p < 0.01 and **p < 0.001; values given in parentheses are calculated in percentage
Related topics:
Segmentation (Marketing)Benefit segmentation
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