Advertising Effect of Television Shopping Spokesperons
Date Issued
2008
Date
2008
Author(s)
Huang, Shin-Yi
Abstract
TV shopping market has been more and more mature these years. Consumers become more familiar with this newly-emerged shopping channel as well. Although TV shopping and online shopping both belong to virtual shops, they are different in some aspects. The main difference is that people in TV shopping programs can interact with consuners immediately. TV shopping programs not only sell products to consumers but also act as advertisement. People who watch the program may not buy the products right away, however, with the broadcasting of the program, those potential consumers know the product and will probibally buy it in the future. In a TV shopping program, there are usually a host or hostess, celebrities, typical consumers who share his or her experience of using the products to television viewers, and experts who knows the product well. These people will try to persuade TV viewers to buy the product. The main purpose of this study focuses on the advertising effects of the three types of spokepersons who are invited to the TV shopping programs. Structural equation modeling is used to analyze the advertising effects. The results can be summarized as follows:.Higher credibility of the spokespersons results in higher advertising credibility. Besides, exeprt spokesperson has more impact on advertising credibility among three types of spokespersons..Higher credibility of the spokespersons will make consumers have positive attitude toward the advertising. In addition, celebrity spokepersons have more influence on the attitude toward the advertising among three types of spokespersons..Higher advertising credibility will make consumers have positive attitude toward the brand. Also, there is positive relationship between attitude toward the advertising and attitude toward the brand..Positive attitude toward the brand results in higher purchase intention.
Subjects
TV shopping
spokesperson
advertising credibility
attitude toward the advertising
attitude toward the brand
purchase intention
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-97-R95724063-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):ae127bb33efddddcc4a69e8041e5db77