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What motivates consumers to teleshopping? The impact of TV personality and audience interaction

Rafael Currás‐Pérez (Department of Marketing, University of Valencia, Valencia, Spain)
Carla Ruiz‐Mafé (Department of Marketing, University of Valencia, Valencia, Spain)
Silvia Sanz‐Blas (Department of Marketing, University of Valencia, Valencia, Spain)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 2 August 2011

Abstract

Purpose

The purpose of this paper is to analyze the role of interactivity with television (TV) personalities and audience members as mediating variables between teleshopping genre dependency and teleshopping behavior, and to identify the moderating effects of televiewers' instrumentalist behavior on teleshopping.

Design/methodology/approach

The Media Dependency Theory has been used as the conceptual framework of this study to explain teleshopping in terms of the relations of the individual with the teleshopping genre, TV personalities and audience members.

Findings

Data analysis performed using a sample of 432 Spanish teleshoppers shows that genre dependency has an indirect influence on teleshopping exposure, which in turn has a direct and positive effect on teleshopping behavior. The individual‐media relationships proposed are, in all cases, greater for high instrumentalist televiewers.

Practical implications

This research provides managers suggestions to increase teleshopping behavior. Managers responsible for TV content design should encourage specific viewing and purchase objectives so that they will attract an audience with instrumentalist motivations. They should also design attractive sales programs to retain the audience's attention and promote relationships with program hosts to increase relationships with TV personalities.

Originality/value

Previous research focused on individual media dependency has analyzed the antecedents and consequences of individual media‐genre dependency, but despite dramatic differences between instrumentalist and ritualist televiewers, very limited research has been conducted to examine them. This paper explains teleshopping in terms of the relations of the individual with the teleshopping genre, TV personalities and audience members, focusing on the moderating influence of televiewer's instrumentalist behavior.

Keywords

Citation

Currás‐Pérez, R., Ruiz‐Mafé, C. and Sanz‐Blas, S. (2011), "What motivates consumers to teleshopping? The impact of TV personality and audience interaction", Marketing Intelligence & Planning, Vol. 29 No. 5, pp. 534-555. https://doi.org/10.1108/02634501111153719

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited