The influence of store attitudes and other nonstore shopping patterns on patronage of television shopping programs

Abstract

This research investigated perceptions of attributes of television shopping programs relative to those of department and specialty stores and the relationships among attitude toward department and specialty stores, frequencies of shopping from catalogs and on-line shopping systems, and attitude toward television shopping programs. Data were obtained from a mail survey conducted on a random sample of 1,000 U.S. households that subscribed to cable television. Findings showed that overall attitude toward retail stores was significantly and positively related to overall attitude toward television shopping programs. There was also a strong relationship between patronage of television and attitudes toward merchandise, price, atmosphere/entertainment, salesperson service, and general service policy attributes of television shopping programs relative to those of store retailers.