The goal of this research was to understand the consumers' decision-making processes on TV shopping by testing a conceptual model that considers service value, switching cost, and loyalty. The logit model has been used to develop a marketing strategy for an established brand in the TV shopping market. In addition, we apply the choice behavior theory and using the NLOGIT 3.0 software to precede this research. Choice behavior can be characterized by a decision making process, and we explore the relationships between service value, switching barriers and loyalty through by SEM and Logit model using our research data. Finally, we discuss the findings from an academic and managerial perspective, Cross elasticity for momoshop and U-mall were 0.025 and 0.115 respectively; and this was obvious that the price rising for the momoshop had less impact to the market share of U-mall. Therefore, the results of this paper should assist TV shopping providers in judging the effects of the service value and realizing the discontinuous loyalty of customers, and provide directions for future research.
關聯:
Pakistan Journal of Statistics vol. 27, no. 5 pp.673-683
