The Effects of Consumers’ Beliefs about TV Home Shopping Advertising on Attitude and Purchase Intention

Although there is evidence that adoption of television home shopping has been slow, the growing home shopping industry offers significant potential in the development of marketing and retailing through television home shopping channel. The purpose of this study is to identify consumers' belief...

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Bibliographic Details
Published in:Indian journal of science and technology 2015-07, Vol.8 (14), p.1-1
Main Authors: Oh, Jae-Sin, Jeong, Dae-Yul
Format: Article
Language:English
Subjects:
Advertising
Channels
Consumers
Home shopping
Marketing
Psychology
Retailing
Television
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Summary:Although there is evidence that adoption of television home shopping has been slow, the growing home shopping industry offers significant potential in the development of marketing and retailing through television home shopping channel. The purpose of this study is to identify consumers' belief dimensions of television home shopping. Also, researchers examine the impact of belief-attitude-behavioral intention from the perspective of television home shoppers. The main findings support the influence of the consumers' beliefs about television home shopping advertising on consumers' advertising attitude, brand attitude, and purchase intention. The key implication of this study is that consumers' psychology will be changed over time. Therefore, managers need to understand how consumers choose, experience, and evaluate their offerings and they should especially try to strengthen consumers' positive beliefs about television home shopping.
ISSN:0974-6846
0974-5645
DOI:10.17485/ijst/2015/v8i14/68366