Abstract
In recent years, sales of travel products through TV home-shopping channels have become necessary to expand the sales of travel agencies. As a result, the proportion of travel arrangements are increasing for TV home-shopping companies, and viewers can easily encounter TV home-shopping travel products at home. This study is to help organize efficient TV home-shopping travel products by classifying the attributes of tourists’ TV home-shopping travel product selection, and to analyze the mediating role of perceived value in the process of attracting purchase intention. In order to achieve the purpose of this study, customers who had purchased or watched travel products through TV home-shopping were surveyed. As a result, it was found that payment benefits, brand image and trust, product detail information, counselor competency, and broadcast time influenced perceived value among the attributes of TV home-shopping travel product selection, and brand image and trust, product detail information, and counselor competency influenced purchase intention. Brand image and trust, product detail information, and counselor competency also played a role of mediation when perceived value was taken as a mediating factor.
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