過去在知覺價值文獻中,雖有不少學者針對傅統服務業進行實證研究,但少有以電視購物此種新興虛擬產業為研究主題,因此所建立的知覺價值衡量模式並不適合直接套用於電視購物產業。本研究以消費者角度,針對台灣電視購物產業的特質與內涵,以結構方程模式,建構出一套台灣電視購物業顧客知覺價值與顧客忠誠度模式,並驗證影響變數間的因果關係;模式中衡量「服務品質」變數係採王玉佩(2007)在「A Service Quality Model-A Study of TV Shopping Industry in Taiwan」一文中所建構的23 題觀察變項。
Though numerous empirical studies on customers' perceived value of conventional service industry have been conducted, there has been little research on TV-Shopping industry, and the constructed measurement models do not really fit into TV-Shopping industry. This study, focuses on the characteristics of TV-Shopping industry in Taiwan, employs structural equation modeling method to construct a customer perceived value and loyalty model for TV-Shopping Industry in Taiwan, and to test the causal relationship between effect variables; moreover, 23-item of observed variables for measured variables of ”service quality” were based on the ”A Service Quality Model-A Study of TV Shopping Industry in Taiwan” constructed by Wang (2007).