Dependency in consumer media relations: an application to the case of teleshopping |
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| Authors: | Enrique Bign Alcaiz Silvia Sanz Blas Francisco Torn Torres |
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| Institution: | Enrique Bigné Alcañiz,Silvia Sanz Blas,Francisco Torán Torres |
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| Abstract: | - This paper analyses the teleshopping issue in terms of the Media Dependency Theory. The objective is to verify whether dependency relations between television shoppers and the television medium and television shopping are key variables to explain watching and buying behaviour. A model is proposed that integrates the dependency‐viewing‐purchase relation, tested on a sample of Spanish television shoppers. The results of the study confirm the direct relationship between the antecedents of dependency, dependency and future intentions of behaviour.
Copyright © 2006 John Wiley & Sons, Ltd. |
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