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The purpose of this paper is to identify the emotional factors that affect older consumers’ satisfaction with TV shopping and examined the relationships among these factors.

A sample of 285 consumers aged 60 years and older who had watched a TV home shopping channel was used. Structural equation modeling (SEM) examined the relationships among emotional factors that affect satisfaction.

This study found that loneliness was an antecedent of both gratification shopping motivation and telepresence and that telepresence positively affected consumer satisfaction with TV shopping.

The findings of this study validate social-compensation motive of media consumption and deficiency paradigm in the context of TV shopping. The relationship between telepresence and satisfaction also supported transportation theory. However, the findings of the current study should be interpreted with caution due to the non-random sampling method. Constructs other than those employed in this study could be examined regarding outcomes of loneliness.

This study suggested that telepresence and shopping for self-gratification are effective ways to alleviate older consumers’ loneliness. In addition, the findings from relationships among emotional variables suggested potential marketing strategies for shaping positive consumer attitudes toward and satisfaction with TV shopping networks.

This study extended knowledge on loneliness by demonstrating how it related to attitudinal outcomes such as satisfaction and knowledge on telepresence by examining it in the context of TV shopping.

This study aims to identify consumer segments among luxe-bargain shoppers using a fuzzy clustering method based on psychographic variables related to both luxury consumption and bargain processes and profiles the identified segments in behavioral tendencies.

The sample consists of 500 consumers who purchased a luxury brand at a bargain. The analyses involve running a confirmatory factor analysis, a fuzzy clustering analysis based on psychographic variables, and ANOVA for profiling the segments.

A fuzzy clustering analysis identifies four distinct segments: deal hunters, sale-prone shoppers, active luxe-bargain shoppers, and royal shoppers. Each consumer segment exhibits differences in consumer characteristics, demographics, and behavioral tendencies. The study provides insight into varied luxury consumers.

In an effort to fill the gap between traditional framework in luxury research and today ' s luxury market that provides accessibility of luxury items at lower price points to mass consumers, this study introduces a new concept of “luxe-bargain shopper” and examines varied luxury good consumers in the bargain shopping context. However, the findings of the current study should be interpreted with caution due to sampling method, product category of luxury brands, the limited number of luxury brands used in the study.

The results provide marketing suggestions for each segment of luxe-bargain shoppers.

There is virtually no luxury study conducted in the context of bargain shopping. By examining luxe-bargain shoppers using a robust fuzzy clustering method, this study extends our knowledge of luxury consumption as well as provides a new perspective to segmentation research.

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.

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 χ ²test and ANOVA for profiling the segments.

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).

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 items for benefits sought and variables used in describing segments.

The results provide marketing suggestions for each of the benefit segments of TV shoppers.

Considering that virtually no benefit segmentation research has been conducted on TV shoppers, this study provides a new perspective to the segmentation of TV home shoppers.