Motivational Segmentation of Spanish Teleshoppers in an International Context

Abstract

Teleshopping is evolving rapidly, thanks, in part, to advances in new technologies. In Spain, this commercial formula does not enjoy the same acceptance among consumers as in other countries, although future forecasts are optimistic. In addition, this topic has received scarce attention on the part of the Spanish researchers. Therefore, our main objective is Spanish teleshopper segmentation according to purchase motives in an international context. Firstly, we examine the main Spanish consumer motivations for purchasing through television. We then proceed to identify the underlying dimensions of these motives and finally we carry out a teleshopper motivational segmentation and compare it with another motivational typology identified in other countries.

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