Search results

1 – 10 of 166
To view the access options for this content please click here
Article
Publication date: 2 August 2011

Rafael Currás‐Pérez, Carla Ruiz‐Mafé and Silvia Sanz‐Blas

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…

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.

To view the access options for this content please click here
Article
Publication date: 3 July 2007

Carla Ruiz Mafé and Silvia Sanz Blas

The purpose of this paper is to analyse key drivers of teleshopping adoption.

Abstract

Purpose

The purpose of this paper is to analyse key drivers of teleshopping adoption.

Design/methodology/approach

The impact of demographics, televiewing behaviour, non‐store shopping previous experience and attitude to teleshopping in present and future teleshopping decisions is analysed in the paper.

Findings

Data analysis shows that attitude towards teleshopping and teleshopping genre exposure are the main predictors of teleshopping behaviour, while consumer attitude towards teleshopping and previous experience as user of non‐store shopping channels (catalogue and television) are the most relevant factors influencing future teleshopping intention.

Practical implications

This research enables companies to know the key drivers influencing teleshopping adoption and, therefore, what aspects to highlight in their marketing strategies. Companies that use television as a shopping channel must increase their presence on the television market and improve televiewers' opinion of the teleshopping system as it would allow televiewers to maintain a relation with the teleshopping genre and to increase their probability of purchase. The significant influence that non‐store previous experience exerts on willingness to teleshop shows managers that the complementary use of other non‐store shopping systems becomes a key tool to increase teleshopping in the future.

Originality/value

Despite dramatic differences being discovered between non‐store shoppers, very limited research has been conducted to examine them. There are still not enough studies that examine the demographic, behavioural and attitudinal differences among televiewers and teleshoppers. This paper analyses the background of teleshopping and key drivers of future teleshopping decisions among Spanish consumers.

Details

Journal of Consumer Marketing, vol. 24 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

To view the access options for this content please click here
Article
Publication date: 28 March 2008

Carla Ruiz Mafé and Silvia Sanz Blas

To analyse key drivers of television dependency and its impact on teleshopping adoption.

Abstract

Purpose

To analyse key drivers of television dependency and its impact on teleshopping adoption.

Design/methodology/approach

The applicability of the media dependency scale is tested in the Spanish market. The impact of demographics, television exposure and television affinity on television dependency is analysed together with behavioural changes deriving from television dependency (willingness to teleshopping).

Findings

Data analysis shows that the media dependency scale needs to be adapted to the Spanish market and Spanish televiewers show intermediate levels of television dependency. Dependent televiewers are mainly mature, feel high‐television affinity and have high levels of exposure as televiewers. Television dependency determines teleshopping adoption, with the most relevant factor being that of searching guides for decision taking and fun.

Practical implications

This research enables companies to know the different objectives which television can help consumers to attain and, therefore, what aspects to highlight in their direct marketing strategies. Television agents should exploit the dimensions television offers to increase individual dependency and message effectiveness. The significant influence that “decision taking and fun” exerts on willingness to teleshopping shows managers that program contents become a key tool to increase future television purchases.

Originality/value

Despite dramatic online differences were discovered between television dependent and non‐dependent consumers, very limited research has been conducted to examine them. There are still no enough studies that analyse the background and effects of television dependency on the non‐purchasing televiewers behaviour. This paper analyses the background of television dependency and its influence on future purchase intentions of non‐buyer Spanish televiewers.

Details

Direct Marketing: An International Journal, vol. 2 no. 1
Type: Research Article
ISSN: 1750-5933

Keywords

To view the access options for this content please click here
Article
Publication date: 1 February 1989

Jessica Alexander

Teleshopping is attracting increased interest because retailers see it as a way of improving customer services. In France, Minitel has done much to prove the demand and…

Abstract

Teleshopping is attracting increased interest because retailers see it as a way of improving customer services. In France, Minitel has done much to prove the demand and potential for teleshopping La Redoute, France's largest mail order company, started using the Minitel system for teleshopping in the mid‐1980s, and the percentage of orders has built up steadily. These were some of the topics dealt with at a two‐day conference, held in London in January, on the theme of “Electronic Marketing in Retailing.” the conference was organised by Spectra Services.

Details

Retail and Distribution Management, vol. 17 no. 2
Type: Research Article
ISSN: 0307-2363

To view the access options for this content please click here
Article
Publication date: 1 August 1999

Mary Ann Eastlick and Sherry Lotz

A mail survey was conducted to identify personal characteristics, shopping patterns, and attitudes of potential innovators and non‐adopters of an interactive electronic…

Abstract

A mail survey was conducted to identify personal characteristics, shopping patterns, and attitudes of potential innovators and non‐adopters of an interactive electronic shopping innovation. Differences among all potential adopter groups were also examined. A national sample of 2,500 US cable television subscribers were surveyed. Results suggested that strongest predictors of potential innovator and non‐adopter group memberships were perceived characteristics of the interactive shopping innovation including relative advantage over other shopping formats and compatibility with lifestyles. Also important were consumers’ prior shopping experiences with other nonstore retailers. Among potential adopters (i.e., innovators, early adopters, and followers), similar characteristics were exhibited, differing only by intensity. Managerial implications are discussed.

Details

International Journal of Retail & Distribution Management, vol. 27 no. 6
Type: Research Article
ISSN: 0959-0552

Keywords

To view the access options for this content please click here
Article
Publication date: 1 May 1982

John V. Marti and Anthony J. Zeilinger

Teletext and Viewdata, recently developed information technologies collectively known as Videotext, could have a significant effect on the retail sector over the next few…

Abstract

Teletext and Viewdata, recently developed information technologies collectively known as Videotext, could have a significant effect on the retail sector over the next few years. It is estimated that by the middle of next year there will be one million households with TV sets capable of receiving teletext, so that several million people will become familiar with the technology. From the retailer's point of view, Viewdata would appear to be more useful since it is “transactional”. The retailer could use it as part of an internal administrative system, or a customer information system, or as an extension of shop based selling. Through viewdata, retailers can offer teleshopping services — so that consumers can order and pay for merchandise by terminal from their homes or places of work. The authors argue that the ‘push button age’, will not radically alter ‘shopping’, as we recognise it today, although it will begin to modify shopping patterns. Customers will continue to visit shops to examine merchandise so that they can have the opportunity to speak to specially trained sales staff. Teleshopping is set to complement existing shopping methods, by offering us all a wider range of shopping choice and ways by which orders can be placed.

Details

Retail and Distribution Management, vol. 10 no. 5
Type: Research Article
ISSN: 0307-2363

To view the access options for this content please click here
Article
Publication date: 1 January 1986

Known as Bradford Centrepoint, a teleshopping service aimed primarily at helping elderly and disabled people in the Bradford area has been recently set up. It has much in…

Abstract

Known as Bradford Centrepoint, a teleshopping service aimed primarily at helping elderly and disabled people in the Bradford area has been recently set up. It has much in common with the Gateshead teleshopping scheme, not least the fact that the terminals have been provided by ROCC Computers Ltd.

Details

Retail and Distribution Management, vol. 14 no. 1
Type: Research Article
ISSN: 0307-2363

To view the access options for this content please click here
Article
Publication date: 1 February 1983

With proposals being made in this country for the development of cable TV, perceptive retailers will not have failed to see the opportunities it opens up to them. In…

Abstract

With proposals being made in this country for the development of cable TV, perceptive retailers will not have failed to see the opportunities it opens up to them. In America, currently 55% of all homes are passed by a cable link, and some 34% connected. But the vast majority of these are one‐way, which is limiting. In March RMDP held a conference on “Cable TV and the Retailer” which explored the ways in which cable TV might impact on the retailer, looking at developments in the United States and in Europe. RDM was at the conference.

Details

Retail and Distribution Management, vol. 11 no. 2
Type: Research Article
ISSN: 0307-2363

Abstract

Details

Handbook of Transport Modelling
Type: Book
ISBN: 978-0-08-045376-7

To view the access options for this content please click here
Article
Publication date: 1 February 1983

D. Raitt

The paper first gives an overview of recent developments in the field of telecommunications, in particular the potential of the newer transmission media and the types of…

Abstract

The paper first gives an overview of recent developments in the field of telecommunications, in particular the potential of the newer transmission media and the types of equipment becoming available. Services which can be offered over these systems to society on a whole such as telebanking, teleshopping, videotex, remote metering are then described. The ways in which libraries and information centres might avail themselves of the opportunities presented by these systems and services are considered together with reasons why they should. Problem areas are briefly outlined and finally the impact that such services could have on society is discussed.

Details

The Electronic Library, vol. 1 no. 2
Type: Research Article
ISSN: 0264-0473

1 – 10 of 166