The Effect of Emotional Attachment on the Impulse Purchasing Behavior: A Case of TV Home Shopping
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2015-08
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eng
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application/pdf
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92 pages
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N963e 2015
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The Effect of Emotional Attachment on the Impulse Purchasing Behavior: A Case of TV Home Shopping
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TV home shopping is one of marketing strategies under the direct response marketing
paradigm. This strategy does not emphasize on the brand creation or using traditional
marketing channels but it aims to attract the consumer emotionally while immediate
purchase of the customers is expected. TV home shopping business is now expanding
in Thai market. There are couple TV channels operating as the TV home shopping
channels while several TV home shopping programs are presenting on many cable
and free TV channels throughout the day.
TV home shopping is different from other marketing channels in various aspects such
as nature of the TV program that is active and stimulating, products characteristics
that are mostly different from the products available on the traditional channels, price
and promotion which is usually the highlight of the TV shopping, as well as
convenience to buy from the TV program. It is no need for the customers to leave
their home to search and buy products. Just watching TV and making a phone call , the
products can be delivered, door-to-door, to their home. Impulse purchasing behavior
of the customers is the key goal of the marketers when using this strategy.
This research aims to identify the factors that influence customer's impulse purchasing
intention to buy products from the TV home shopping programs. Apart from the
aforementioned factors, mediating roles of emotional response and emotional
attachment that are activated when watching the TV home shopping program are
emphasized. The questionnaire survey was designed. A total of 949 data sets from customers who have and have no direct expenence on buying from TV home
shopping program were collected. Structural equation modeling was performed to test
the relationship among all proposed factors. The results indicated that attractiveness
of the TV program, product differentiation, and price & promotion had positive and
significant influence on the emotional response and emotional attachment but
trustworthiness of the TV program had no influence on both emotional constructs.
Price and promotion and emotional attachment were found to have direct influence on
the impulse purchasing intention. Indirect _ influences of attractiveness of the program
and product differentiation through emotional response and emotional attachment
were illustrated but the direct influences of these factors were not found.
Trustworthiness of the program, convenience to buy, uncertainty on the buying
process and emotional response had no significant influence on the impulse purchase.
Some different impulse purchasing process of the experienced and non-experienced
customers was found. First, the influence of attractiveness of the TV program on
emotional response is significantly positive for the non-experience customers but not
significant for the experienced customers. Second, the impact sizes of emotional
response on impulse purchase were different between the two groups. However, both
of them were not significant. Third, the influence of the emotional attachment on the
impulse purchase of the non-experienced customers was higher than that of the
experienced customers.
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Includes bibliography.
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This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
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