Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/54433
Authors: 
Ruiz Mafé, Carla
Sanz Blas, Silvia
Year of Publication: 
2007
Citation: 
[Journal:] Investigaciones europeas de dirección de la empresa (IEDEE) [ISSN:] 1135-2523 [Volume:] 13 [Year:] 2007 [Issue:] 2 [Pages:] 131-143
Abstract: 
This paper aims to present an in-depth study of key drivers influencing teleshopping behaviour. For this purpose, we put forward a set of hypotheses regarding the influence of demographics, television media exposure, teleshopping genre exposure and attitude towards teleshopping in teleshopping decision. Data analysis of the results obtained from a sample of 200 Spanish teleshoppers shows that attitude towards teleshopping and teleshopping genre exposure are significative predictors of teleshopping behaviour.
Subjects: 
teleshopping , media and genre exposure
consumer behaviour
path analysis
Document Type: 
Article

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