Park, Hyejune; Lim, Chae‐Mi; Bhardwaj, Vertica; Kim, … - In: International Journal of Retail & Distribution Management 39 (2011) 1, pp. 7-24
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...