Table A.1.
Summary statistics for perceived value, satisfaction and loyalty
| Construct/item | Mean | SD |
|---|---|---|
| Perceived value (scale mean=3.7, reliability=.84, AVE=.52) | ||
| The product itself is worthy | 3.63 | 0.69 |
| The product price is worthy | 3.64 | 0.62 |
| The post-sale services offered are worthy | 3.67 | 0.69 |
| Compared to time I spend, TV shopping is worthy | 3.69 | 0.65 |
| Compared to the efforts I made, TV shopping is worthy | 3.69 | 0.69 |
| Satisfaction (scale mean=3.6, reliability=.80, AVE=.58) | ||
| The attitudes of TV shopping staffs are satisfactory | 3.71 | 0.77 |
| The service of the booking center is satisfactory | 3.60 | 0.79 |
| The attitudes of hotel staffs are satisfactory | 3.53 | 0.76 |
| The hotel facilities and amenities are satisfactory | 3.66 | 0.61 |
| The product itself is satisfactory | 3.64 | 0.72 |
| Loyalty (scale mean=3.5, reliability=.82, AVE=.60) | ||
| I am willing to recommend others to buy travel products via TV shopping channels | 3.50 | 0.81 |
| I am willing to purchase travel products via TV shopping channels in the future | 3.55 | 0.80 |