The impact of television dependency on teleshopping adoption
Identifieur interne : 001437 ( Main/Curation ); précédent : 001436; suivant : 001438The impact of television dependency on teleshopping adoption
Auteurs : Carla Ruiz Maf [Espagne] ; Silvia Sanz Blas [Espagne]Source :
- Direct Marketing: An International Journal [ 1750-5933 ] ; 2008-03-28.
Abstract
Purpose To analyse key drivers of television dependency and its impact on teleshopping adoption. Designmethodologyapproach The applicability of the media dependency scale is tested in the Spanish market. The impact of demographics, television exposure and television affinity on television dependency is analysed together with behavioural changes deriving from television dependency willingness to teleshopping. Findings Data analysis shows that the media dependency scale needs to be adapted to the Spanish market and Spanish televiewers show intermediate levels of television dependency. Dependent televiewers are mainly mature, feel hightelevision affinity and have high levels of exposure as televiewers. Television dependency determines teleshopping adoption, with the most relevant factor being that of searching guides for decision taking and fun. Practical implications This research enables companies to know the different objectives which television can help consumers to attain and, therefore, what aspects to highlight in their direct marketing strategies. Television agents should exploit the dimensions television offers to increase individual dependency and message effectiveness. The significant influence that decision taking and fun exerts on willingness to teleshopping shows managers that program contents become a key tool to increase future television purchases. Originalityvalue Despite dramatic online differences were discovered between television dependent and nondependent consumers, very limited research has been conducted to examine them. There are still no enough studies that analyse the background and effects of television dependency on the nonpurchasing televiewers behaviour. This paper analyses the background of television dependency and its influence on future purchase intentions of nonbuyer Spanish televiewers.
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DOI: 10.1108/17505930810863608
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