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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.