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

Jaesin Oh · Jeong Dae-Yul

12 citations0/0 files storedIndian Journal of Science and Technology

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Consumer Retail Behavior Studies

Abstract

Although, there is evidence that adoption of television home shopping has been slow, the growing home shopping industry offers significant potential of 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, we examine the impact of belief-attitude-behavioral intention from the perspective of TV home shoppers. The main findings support the influence of the consumers’ beliefs about TV 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 TV home shopping. Keywords: Advertising Attitude, Consumer Belief, Purchase Intention, TV Home Shopping Advertising

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1980Understanding Attitudes and Predicting Social Behavior 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1993A Simple Theory of Advertising as a Good or Bad 1993Here's the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising 2000Advertising Attitudes and Advertising Effectiveness 2011The influences of electronic word‐of‐mouth message appeal and message source credibility on brand attitude 1992Functional and Belief Dimensions of Attitudes to Television Advertising: Implications for Copytesting

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