|Abstract: ||Although it is assumed that consumers make their purchasing decisions rationally, it is not true all the time. Consumers often buy a product which they do not plan to buy initially, or buy the product with the amount more than what they need, or pay the price over what they expect. Such purchasing is called as impulse buying, unplanned buying, or irrational buying. This study chooses television shopping as the case to examine some important factors which will affect such irrational buying.
After reviewing related literature, a research framework depicting the antecedents of television shopping is presented. Three individual variables (including perceived risk, attitude toward television shopping, and impulse buying tendency), three situational variables (including time available for going out shopping, time available for watching television, and money available), and two stimulating variables (promotional stimuli exposure and attraction of program host and celebrity guest) are expected to influence three endogenous variables (including positive affect, television shopping exposure, and impulse buying urge), and ultimately, affect television shopping. The research hypotheses are empirically tested with data collected by a questionnaire survey with 262 effective subjects.
The major findings of this study are as follow:
(1) Impulse buying urge and money available can stimulate television shopping while perceived risk reduce it.
(2) Impulse buying urge is directly influenced by television shopping exposure, impulse buying tendency, promotional stimuli exposure, and positive affect.
(3) Time available to watching television, positive affect, and attitude toward television shopping can enhance television shopping exposure while time available for going out shopping has the negative impact
(4) The attraction of program host and celebrity has the stronger effect, followed by promotional stimuli exposure, on positive affect.