Influencia del perfil sociodemográfico relaciones con el medio y actitud ante la compra a distancia en el comportamiento de compra por television
C. Ruiz Mafé; S. Sanz Blas
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. -- teleshopping , media and genre exposure ; consumer behaviour ; path analysis
Year of publication: |
2007
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Authors: | Ruiz Mafé, Carla ; Sanz Blas, Silvia |
Published in: |
Investigaciones europeas de Dirección y Economía de la Empresa : IEDEE. - Barcelona [u.a.] : Elsevier Espãna, ZDB-ID 26142223. - Vol. 13.2007, 2, p. 131-143
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