Route factors influencing trust and attitude toward TV shopping

Abstract

Television (TV) shopping has notably changed the way people shop today. Due to the high uncertainty and risk associated with TV shopping transactions, trust is crucial to facilitating the adoption of TV shopping. Drawing upon the elaboration likelihood model (ELM), this study examined the effect of route factors on trust and attitude toward TV shopping. While media richness, host interaction, and price fairness act as central cues, ease of payment acts as a peripheral cue. This study employed structural equation modeling, and the sample consisted of 460 TV home shoppers in Taiwan. The results indicated that trust and attitude develop through a dual route that includes a central route and peripheral route. Trust is an important mediator influencing the relationship between route factors and attitude. Moreover, user experience moderates the relationships in the model. Therefore, this study advanced the previous knowledge of the ELM in the context of TV shopping.

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