Table 2.

Measurement scales and summary statistics

Perceived value: scale mean=3.7; reliability=.84, AVE=.52	•The product itself is worthy •The product price is worthy •The post-sale services offered are worthy •Compared to time I spend, TV shopping is worthy •Compared to the efforts I made, TV shopping is worthy
Satisfaction: scale mean=3.6; reliability=.80, AVE=.58	•The attitudes of TV shopping staffs are satisfactory •The service of the booking center is satisfactory •The attitudes of hotel staffs are satisfactory •The hotel facilities and amenities are satisfactory •The product itself is satisfactory
Loyalty: scale mean=3.5; reliability=.82, AVE=.60	•I am willing to recommend others to buy travel products via TV shopping channels •I am willing to purchase travel products via TV shopping channels in the future
Fit statistics (N=407)
χ2=114.85 (p=0.000)
d.f.=39
χ2/d.f.=2.93
CFI=.95
GFI=.95
RMSEA=.069