TV-Shopping has been surging within non-store marketing industry due to its integration of external resources and accordingly the profit has risen. This study applies ”service quality expectation” for market segmentation method, to discuss the satisfactory of TV-Shopping service quality. The subjects are people with TV-Shopping experience, and statistic methods include factor analysis, cluster analysis, discriminant analysis, chi-square test, ANOVA, and Scheffe Test were employed to analyze 350 valid questionnaires. Whereas the research findings exhibit significant differences between each clustering’ satisfaction toward service quality of TV-Shopping channels, this study proposes suggestions of marketing strategy to practitioners.