DEVELOPING MARKETING STRATEGIES FOR TV SHOPPING STORES: A SECOND-ORDER STRUCTURAL EQUATION MODELING APPLICATION

This research examines the effects of marketing strategies, which are adopted by firms, from a consumer-based viewpoint, and provides a practical brand management discussion as reference for TV shopping retailers. A questionnaire survey is conducted to verify the determinant effects of firms’ marketing strategy (low pricing/relational ads/emotional ads/sales of international brands) and channel brand impression (perceived quality/brand image) on consumers’ loyalty intention (brand loyalty/purchase intention) toward TV shopping stores using a second-order structural equation modeling (SEM) method. Findings of the study indicate TV shopping stores could sell international brand products in the context of a brand selective strategy, enhance low pricing, emotional ads, and develop TV shopping store brand impression helpful to the channel loyalty intention of consumers.