Motivations for Television Shopping: Clothing Purchase Frequency and Personal Characteristics

Sharron J. Lennon · Margaret Mietus Sanik · Nancy F. Stanforth

19 citations0/0 files storedClothing and Textiles Research Journal

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

The overall purpose of the research was to determine if motivations for shopping from television shopping channels differ as a function of clothing purchase frequency or shopper personal characteristics. A national random sample of 6,000 television shoppers was purchased from a market research firm. Surveys were mailed and 1,598 usable questionnaires were returned. MANCOVA and ANCOVA revealed that age, education, and sex of respondent were all related to motivations for shopping from television. Education was negatively related to television shopping motivations. Older shoppers and women had higher motivation scores than younger shoppers and men, respectively. After adjusting for shopper personal characteristics, analyses revealed that frequent clothing shoppers had higher motivations for shopping from television than either infrequent clothing shoppers or nonclothing shoppers. Infrequent clothing shoppers also had higher motivation scores than nonclothing shoppers.

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2025Advances in Consumer Research 1977Human Emotions 1999Customer benefits and company consequences of customer-salesperson relationships in retailing 1999The Internet Shopper 1977The Role of Personal Values in Marketing and Consumer Behavior 1994The shopping mall as consumer habitat 2024Journal of Family and Consumer Sciences 2000Describing and Measuring Emotional Response to Shopping Experience

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