Analysis of key drivers in teleshopping

Transcription

1 07 53 Analysis of key drivers in teleshopping Ruiz Mafé, Carla and Sanz Blas, Silvia (2007). Analysis of key drivers in teleshopping. EsicMarket, 28, pp Abstract This paper analyses the factors which influence the teleshopping decision. We present a literature review and consider a set of hypotheses on the influence of viewing habits, attitude to home shopping and perceived risk on the teleshopping decision. Analysis of the results for a sample of 408 Spanish non-teleshopper televiewers shows that future purchase intention can be predicted in relation to exposure to the television medium, televiewer opinion of the teleshopping system, perceived product risk and time wasting. Keywords: Television medium, teleshopping, exposure to the medium, consumer behaviour, perceived purchase risk, logistical regression. JEL Code: M3. Carla Ruiz-Mafé, Silvia Sanz Blas Departamento de Comercialización e Investigación de Mercados, Facultad de Economía, Universidad de Valencia, Avda. Los naranjos, s/n, E VALENCIA, carla.ruiz@uv.es / silvia.sanz@uv.es [63]

2 analysis of key drivers in teleshopping. Introduction The growth in home shopping and new technological trends are opening the doors to electronic marketing and promise new ways of influencing and serving consumers. Practically all products/services can be purchased quickly, conveniently and from home through e-shopping (Davison, Dorrington and McCoy, 982; Eroglu, Machleit and Davis, 2003; Sheth, 983). In general, the different types of home shopping are growing as forecast, although, some such as postal or catalogue sales remain stagnant and are even falling, and others such as cable television, Internet and mobile shopping are growing faster than forecast (AIMC, 2005, FECEMD (Spanish Federation for E- commerce and direct marketing), 2004). The most innovative methods show significant growth rates (Sivanand, Gesta and Sulep, 2004; Yang, 2005) with a tendency for companies to use them alongside other sales systems (Wu and Wang, 2004). Home shopping is not immediately adopted, instead consumers have to overcome a set of barriers, some of them cognitive, before purchase (Garner, 986; Jacobs, 997; Jacoby and Kaplan, 982; Mitchell, 992). Among other factors, attitude to the technologies, relationships with the medium and perceived purchase risk are determinant factors in the speed of home shopping channel adoption (Eastlick and Lotz, 999; Vrecholpoulos, Siomkos and Doukidis, 200). Studies on the influence of relationships with the medium (Grant, Guthrie and Ball-Rokeach, 99; Skumanich and Kintsfather, 998) and perceived risk (Easlick and Lotz, 999) on teleshopping are still scarce (Easlick and Lotz, 999). In view of the above, this present work aims to analyse how relationships with the medium, consumer attitude to home shopping and perceived purchase risk influence teleshopping purchase intention. These relationships are included in the working hypotheses tested on a sample of 408 Spanish televiewers using the logistical regression technique and we offer a set of significant implications for company management. [64]

3 analysis of key drivers in teleshopping Literature review and hypotheses Purchase intention is the mental state reflecting the consumer s wish to acquire a product or a service in the immediate future (Howard, 989). In the context of the present study, it indicates the desire to use a new shopping channel. Below, is a proposed integrating model for the behavioural and attitudinal factors which influence teleshopping intention. Relations with the television medium and purchase intention The literature review shows that increased exposure to technologies increases the probability of developing a favourable attitude to home shopping (Bellman, Lohse and Johnson, 999; Dholakia and Uusitalo, 2002; Eastlick and Lotz, 999; Korgankoar and Moschis, 987; Modahl, 2000; Shim and Drake, 990). Greater exposure to the television medium may bring to light certain consumer needs or objectives which can be covered by medium content. It has been demonstrated that consumers with high exposure to the teleshopping genre consider that its content can satisfy their objectives (Ball- Rokeach, 985; De Fleur and Ball-Rokeach, 989). Thus, one of the most important backgrounds to purchase is exposure, since an individual can become aware that their needs or objectives are being fulfilled through medium-genre exposure (Grant et al., 99; Skumanich and Kintsfather, 998). Furthermore, there is evidence that the closer an individual s relationship with a medium-genre, the greater the probability of purchase based on the content observed (Ball-Rokeach, 985; Defleur and Ball- Rokeach, 989). Eastlick and Lotz (999) show that teleshopping adoptees have high levels of cable television exposure. Therefore, it is logical to expect that people who view television more, and in particular advertisements and/or teleshopping programmes, will have a favourable attitude to teleshopping. Bearing in mind the results in the literature, we test a similar effect with the following hypotheses: [65]

4 analysis of key drivers in teleshopping H.. Television exposure has a positive influence on future teleshopping intention. H.2. Exposure to the teleshopping genre has a positive influence on future teleshopping intention. Attitude to home shopping and purchase intention Rogers (2003) maintains that the adoption of a new technology may involve the adoption of others in a cluster composed of several technologies which are perceived as interrelated. The technological cluster concept has been used by several researchers to explain the adoption of videotext (LaRose and Atkin, 992), e-commerce (Eastin, 2002) and M-shopping (Yang, 2005). According to this concept, consumers tend to adopt technologies with the same function as ones they are already using. Teleshopping offers features, such as time saving, comfort and convenience, variety and range of assortment and lower prices, which are similar to those offered by other home shopping channels such as catalogues or Internet. Finally, prior experience with home shopping channels has a positive influence on the adoption of new home shopping channels, since the consumer becomes skilled at purchasing products and/or services with no prior physical inspection (Korgankoar and Moschis, 987; Shim and Drake, 990; Dholakia and Uusitalo, 2002). In the context of teleshopping, it is to be expected that consumers with experience of other home shopping channels will purchase more through teleshopping than those who have no experience of home shopping. Therefore, we propose the following hypothesis: H.3. Home shopping experience has a favourable influence on future teleshopping intention. There is a set of studies in the literature which relate individual attitude to innovation with the home shopping decision. Easlick and Lotz [66]

5 analysis of key drivers in teleshopping (999) show that the main predictors of the teleshopping decision are the relative advantages of home shopping over traditional channels and the compatibility of these advantages with consumer lifestyles. The TAM model (Davis, 989, 993), establishes the fact that intention to use a technology is determined by the individual s attitude towards the use of that technology. The model was developed by Davis (989) to predict individual intention to use information technologies and may therefore be used to predict teleshopping intention. Later studies based on the TAM model, also show that positive or negative attitudes to home shopping influence the purchase decision (Eastlick and Lotz, 999; Goldsmith, 2000). To complement the contributions of the above studies, we propose the following hypothesis: H.4. A positive attitude to teleshopping has a favourable influence on future teleshopping intention. Perceived risk and purchase intention The perceived purchase risk has a significant influence on the choice of shopping channel and can be an obstacle to home shopping. Perceived risk depends, among other factors, on the individual, product category, the shopping channel used and consumer culture and is higher in home shopping (Akaah, and Korgaonkar, 988; Cox and Rich, 964; Ko, Jung, Kim and Shim, 2004; Spence, Engel and Blackwell, 970). In the literature, six levels of perceived risk can be identified: financial, product, psychological, physical, time wasting and social (Garner, 986; Jacoby and Kaplan, 982; Mitchell, 992). In this work we focus on analysing four types of risk: financial, social, product and time wasting. Financial risk concerns the possibility of the product not being worth the price the consumer pays (Gefen, 2000; Sweeney, Soutar and Johnson, 999; Tan, 999). This type of risk is an important predictor of future purchase intention, and is more significant for non-shopper users than [67]

6 analysis of key drivers in teleshopping shoppers (Forsythe and Shi, 2003). In addition, the more expensive the product, the higher the financial risk (Sweeney et al., 999), in particular when the consumer is not familiar with the product. In view of the above, we propose the following research hypothesis: H.5. Perceived financial purchase risk has a negative influence on future teleshopping intention. Despite the fact that consumer attitudes towards home shopping are becoming increasingly positive, many consumers consider that home shopping channels offer fewer opportunities to socialise with other consumers or for direct contact with sales staff and this is one of the factors which encourages continued use of the traditional channels (Arnould, 2000; Bellenger and Korgaonkar, 980; Levy and Weitz, 998; Sim and Koi, 2002; Tauber, 972). The perceived social purchase risk, therefore, refers to the sensation of isolation caused by the loss of social relations (Siegel, 2003). Traditional shopping is a recreational activity which offers the opportunity to socialise in a public place and is a source of stimulation and inspiration for consumers (Arnould, 2000; Bellenguer and Korgaonkar, 980; Levy and Weitz, 998; Mulhern, 997; McKay and Fletcher, 988; Salomon and Koppelman, 992; Westbrook and Black, 985). The lack of social relations is an inherent disadvantage in all direct sales systems which will be difficult to overcome unless certain market segments, such as for example, working women under pressure of time, begin to attach less importance to shopping s social aspect (Eldridge, 993; Rosenberg and Hirschman, 980). We therefore propose the following research hypothesis: H.6. Consumers who value social relationships positively have a lower future teleshopping purchase intention than those who do not. Many consumers are not teleshoppers because they are afraid that the product they will receive will not meet their expectations, in other words, [68]

7 analysis of key drivers in teleshopping because of the perceived product risk generated by home shopping channels (Levy and Weitz, 998; Mulhern, 997; Forsythe and Shi, 2003; Simpson and Lakner, 993). A drawback of teleshopping is that the consumer cannot touch the products during the purchase decision process and the lack of information on aspects such as colour or size due to the fact that visualisation lacks the quality offered by traditional channels help to generate high consumer mistrust (Levy and Weitz, 998; Linke, 992; Nicod, 996; Quelch and Takeuchi, 98; Rosembloom, 999). This is without doubt a significant obstacle to the purchase decision and increases the perceived purchase risk. In view of the above, we propose the following research hypothesis: H.7. Perceived product risk has a negative influence on future teleshopping intention. Long delivery times may also delay the adoption of television as a shopping channel, as this increases the perceived risk of time wasting for possible users (Jacobs, 997; Simpson and Lakner, 993). Delivery delays are one of the main problems with home shopping (Andersen Consulting, 200). In the case of other home shopping channels such as Internet, a high proportion of customer complaints are due precisely to these delays (AECE, 2005). In view of the above, we propose the following research hypothesis: H.8. Perceived time wasting risk has a negative influence on future teleshopping intention. Figure shows an integrating model of the variables influencing future teleshopping intention. [69]

8 analysis of key drivers in teleshopping Figure. Influential variables in teleshopping purchase intention H. Exposure to television medium H. H. (+) H.5 (-) Financial risk Exposure to teleshopping genre Media Relationships H.9 H.2 (+) TELESHOPPING PURCHASE INTENTION H.6 (-) H.7 (-) Social risk Product risk H.8 (-) Time wasting risk Experience with home shopping H.3 (+) Attitude to teleshopping H.4 (+) Perceived parchase risk Attitude towards home shopping 3. Methodology Data was obtained from a sample of 408 individuals over 8 years old, non teleshoppers resident in the province of Valencia. The sampling method was non probabilistic. The field work took place in June and July, All the variables in the analysis were measured directly. Viewing behaviour was measured in accordance with previous research (Grant et al., 99; Grant, 996; Perse, 986; Rubin, 98; Rubin, Perse and Powell, 985; Skumanich and Kintsfather, 993, 998), considering that the daily number of televiewing hours on average (TV exposure) as a representative item for this concept. Exposure to the teleshopping genre was measured with a variable dichotomy where individuals indicated whether or not they had seen advertisements and/or teleshopping programmes. Attitude to teleshopping was measured by asking consumers their general opinion of the teleshopping system, on a 5 point Likert scale ( very bad, bad, normal, good, very good ). Given that none of the interviewees had ever purchased through teleshopping, their home [70]

9 analysis of key drivers in teleshopping shopping experience was measured by asking if they had used other home shopping systems (Internet, telephone, postal, catalogue). Perceived risk was measured by measuring the probability for the consumer of the four different types of loss associated to teleshopping, corresponding to the different types of perceived risk (financial, social, product and time wasting). The item which best represented each type of risk analysed in this study was measured. Table shows how the variables related to the perceived purchase risk, financial, social, product and time wasting, were measured. () For each type of perceived purchase risk a dichotomous scale was used with two possible response categories: yes presence of this type of risk or no absence of this type of risk. Table. Measurement of the variables related to perceived purchase risk Variable FINANCIAL RISK SOCIAL RISK PRODUCT RISK Codification Feels that the end price is not competitive due to delivery costs and the cost of the call Feels that teleshopping does not allow communication and social contact with other people, keeping up-to-date with new trends, fashion or innovations Feels that it is not possible to ascertain certain aspects such as quality, size, colour or the physical characteristics of the product TIME WASTING RISK Feels that there may be problems with the delivery periods for the product Resource: Own elaboration. The dependent variable is future teleshopping intention (purchase intention). A dichotomous scale was used with two possible reply categories (Yes/No). The logistical regression technique was used to verify the proposed hypotheses. With this technique data can be treated with a non metric dependent variable, it is more robust than discriminant analysis when assumptions of mulitvariant normality and variance-covariance matrix equality are not fulfilled between the groups. The results obtained are similar to those of multiple regression in terms of interpretation and case by case diagnostic measurements available for residue examination (Sánchez, 2000). [7]

10 analysis of key drivers in teleshopping 4. Analysis of the results Below is a descriptive analysis of the sample, followed by a logistical regression analysis to verify the proposed hypotheses. 4.. Descriptive analysis Tables 2 and 3 show the descriptive analysis of the sample and detail the non-shopper televiewer profile in relation to future purchase intention. Table 2. Sample characteristics in relation to sociodemographic variables Characteristics YES (N=38) Purchase intention NO (N=90) TOTAL (N= 408) GENDER Male 32.7% 22.2% 30.4% Female 67.3% 77.8% 69.9% AGE Between 8 and % 6.7% 5.3% Between 25 and % 5.6% 26.% Between 35 and % 28.9% 24.% Between 45 and % 26.7% 2.7% Between 55 and % 5.6% 9.4% Over % 6.7% 3.4% INCOMES Below average 9.4% 3.3% 0.3% Around average 34% 44.4% 36.3% Above average 47.2% 40% 45.6% Well above average 9.4% 2.2% 7.8% OCUPATION Studient 0.5% 2% 7.8% Housewife 2.3% 24.3% 22% Unemployed 4% 4.7% 5% Retired 3.8% 4.8% 4% Self-employed 8.9% 7.% 6.4% Employed 4.5% 57.% 44.8% EDUCATION Basic primary 3.8% 8.9% (0 years old) 4.9% Primary 29.6% 37.8% 3.4% Secondary 35.2% 33.3% 34.8% University diploma.3% 8.9% 0.8% University bachelor 20.%.% 8.% [72]

11 analysis of key drivers in teleshopping The results in Table 2 show that the sociodemographic profile of the televiewer with future purchase intention is mainly female (67.3%), aged between 25 and 54 (72.2%), with above average income (56.6%), employed (4.5%) and with high education levels (66.6%). As future purchase intention decreases, significant differences in interviewee age, income and educational levels appear. Thus, televiewers with no future purchase intention are older (around 50% are over 45), with an average income (44.4%) and a basic level of education (46.7%). Table 3. Sample characteristics in relation to behavioural, attitudinal and perceived purchase risk variables Characteristics YES (N=38) Purchase intention NO (N=90) TOTAL (N= 408) TELEVISION EXPOSURE Less than 3 hours 72.2% 77.8% 73% Between 3 and 4 hours 9.4%.% 7.% Over 4 hours 8.4%.% 9.9% TELESHOPPING EXPOSURE No exposure 4.5% 7.8% 5.2% Less than hour 85.5% 82.2% 84.8% Over hour 0% 0% 0% SYSTEM OPINION Very bad 2.4% 7.% 3.4% Bad 2.9% 37.% 25% Normal 5.8% 37.% 48.8% Good 3.% 8.6% 2.2% Very god 0.7% 0% 0.6% DIRECT MEDIA SHOPPING Post 3.2% 6.8%.8% Telephone 5% 2.3% 4.4% Catalogue 34.6% 20.5% 3.5% Internet 7.4% 6.8% 7.4% PERCEIVED PURCHASE RISK Financial risk 20.% 5.6% 9.% Social risk 3.2% 20% 4.7% Product risk 45.9% 55.6% 48% Time wasting risk 25.8% 8.9% 22.% [73]

12 analysis of key drivers in teleshopping In terms of relations with the television medium (see Table 3), a significant percentage of interviewees are exposed to the television medium for under 3 hours a day (73%), with fairly low levels of exposure to the teleshopping genre, since 00% stated they saw under an hour a week of advertisements and/or teleshopping programmes. However, in general, exposure levels both to the medium and the teleshopping genre are slightly higher in interviewees with a future purchase intention. Televiewers with purchase intention also evaluate the teleshopping system more highly (5.8% consider it normal and 3.8% good or very good) and have sometimes purchased through other home shopping systems (catalogue 34.6%). Finally we would highlight the fact that televiewers both with and without future purchase intention consider product risk as an important obstacle to teleshopping. In addition to the product risk televiewers with a future purchase intention indicated that another possible obstacle could be the risk of time wasting, while televiewers with no future purchase intention attached more importance to the loss of social contact when shopping through the system. (2) The only metric type independent variable is the non-shopper s opinion of the system (attitude to teleshopping), measured on a 5 point Likert scale where = very bad and 5= very good Hypothesis fulfillment In this section, we try to identify the influential variables in the transformation of a televiewer to a teleshopper. The logistical regression model (Hair, Anderson and Tatham, 999) is used to explain future purchase intention as a dichotomous dependent variable (yes or no) in relation to a set of independent variables corresponding to relations with the medium (exposure to television and the teleshopping genre), attitude to home shopping (opinion of the teleshopping system and home shopping experience) and perceived purchase risk (financial, social, product and time). The Wald statistic was used to test the significance of the regression coefficients. Given that most of the model s independent variables were categorical 2, they had to be adapted before being used. Table 4 shows design and codification process for the fictitious variables. [74]

13 analysis of key drivers in teleshopping Table 4. Design variables in the logistical regression analysis Original Variable TV EXPOSURE Less than 3 hours Between 3 and 4 hours More than 4 hours TELESHOPPING EXPOSURE Exposed Not exposed POST SHOPPING Has purchased by post Has never purchased by post TELEPHONE SHOPPING Has purchased by phone Has never purchased by phone CATALOGUE SHOPPING Has purchased by catalogue Has never purchased by catalogue INTERNET SHOPPING Has purchased on Internet Has never purchased on Internet FINANCIAL RISK Perceived financial risk Not perceived financial risk SOCIAL RISK Perceived social risk Not perceived social risk PRODUCT RISK Perceived product risk Not perceived product risk TIME RISK Perceived time wasting risk Not perceived time wasting risk EXPOTV 0 0 EXPOSEL 0 POSTSHOP 0 TELSHOP 0 CATSHOP 0 INTSHOP 0 FINANCR 0 SOCIALR 0 PRODUCR 0 TIMER 0 Design Variables EXPOTV Table 5 shows the results for the fit of the logistical regression model. [75]

14 analysis of key drivers in teleshopping Table 5. Logistical regression analysis results EXPOTV EXPOTV() EXPOTV(2) EXPOSEL OPINION POSTSHOP TELSHOP CATSHOP INTSHOP FINANCR SOCIALR PRODUCR TIMER CONSTANT Variable β SE Wald df Sig. Exp (β) Hypothesis testing of the significance of the regression coefficients (β) gave the following results: There are seven variables with non significant coefficients (p>0.05) according to the Wald statistic: EXPOSEL, POSTSHOP, TELSHOP, CATSHOP, INTSHOP, FINANCR, SOCIALR. Therefore, exposure to the teleshopping genre or being a user of other home shopping systems are not determinant variables in the future purchase. Product price or no social contact with other people do not appear to be obstacles with any significant influence on future purchase intention. As the variable EXPOTV increases so does the likelihood of future purchase intention in the televiewer. In particular, future purchase intention is 9.8 times more likely if individual exposure to the television medium is over 4 hours a day than if it is under 3 hours. In particular, future purchase intention is 5.7 times more likely if individual exposure to the television medium is between 3 and 4 hours a day than if it is under 3 hours. The continuous variable OPINION has a positive estimated coefficient. This means that if the other variables remain constant, a unit increase (one point) in the interviewee s attitude towards teleshopping multiplies the option would buy in the future by a factor of.666. [76]

15 analysis of key drivers in teleshopping In terms of the perceived purchase risk, there is more likelihood of the televiewer purchasing through the television channel when there is no product (PRODUCR) or time wasting risk (TIMER). The results show that future purchase is 0.43 times less likely to happen if consumer feels product risk and times less likely if consumer feels time risk. After verifying the significance of the regression coefficients, we evaluated the goodness of fit to the model. The Hosmer-Lemeshow statistic is.46 with 0.94>0.05 probability for a Chi-Square distribution with 8 degrees of freedom which shows the model has a good fit with the observed data (Ho cannot be rejected). The model s predictive efficiency is shown by comparing the predictions with the data observed in the classification table. Table 6. Classification results (Future purchase intention) Observed Forecast No 6 6 YES Percentage correct NO YES Overall percentage 2.6% 98.2% 84.3% Analysis of Table 6 shows the model has a very good predictive capacity, with 84.3% of classified correctly cases (rate of correct classifications) for a cut off value of 0.5. Huberty s test also has a value of Z* (4.378>.96) valid for a significance level of This led us to reject the null hypothesis that the number of cases correctly classified by the model is the same as that achieved by random classification. The result were then used to test our proposed hypotheses (see Table 7). [77]

16 analysis of key drivers in teleshopping Table 7. Extent to which the hypotheses are fulfilled Effects of variable related to medium use Effects of variable related to home shopping Effects of perceived purchase risk Hipotheses H. Television exposure has a positive influence on future teleshopping intention. H.2. Exposure to the teleshopping genre has a positive influence on future teleshopping intention. H.3 Home shopping experience has a favourable influence on future teleshopping intention. H.4. A positive attitude to teleshopping has a favourable influence on future teleshopping intention. H.5. Perceived financial purchase risk has a negative influence on future teleshopping intention. H.6 Consumers who value social relationships positively have a lower future teleshopping purchase intention than those who do not. H.7 Perceived product risk has a negative influence on future teleshopping intention. H.8 Perceived time wasting risk has a negative influence on future teleshopping intention. Fulfillment Supported Not supported Not supported Supported Not supported Not supported Supported Supported The logistical regression analysis results suggest that future purchase intention can be forecast in relation to frequency of television medium exposure (H), positive attitude to teleshopping (H4) and the absence of both perceived product risk (H7) and time wasting (H8). In relation to the first set of hypotheses, we would emphasise that exposure to the teleshopping genre is not a determinant variable in consumer future purchase decision. This may be due to the high percentage of individuals (over 80%) who stated they occasionally saw some advertisements and/or teleshopping programmes, in addition to a very reduced exposure to the teleshopping genre (00% watched for under one hour a week). For the second set of hypotheses, the study shows that home shopping experience does not significantly influence the purchase decision, perhaps because a large percentage of the consumers interviewed (around 70%) were not habitual users of other home shopping systems, having only used [78]

17 analysis of key drivers in teleshopping them occasionally. However, those with more experience of other home shopping channels evaluate the teleshopping system more highly (see Table 3). Therefore, experience with other home shopping systems may affect the interviewee s evaluation of teleshopping and thus have a direct influence on the purchase decision. In the third set of hypotheses, financial and social risk do not significantly affect the purchase decision. Financial risk is not an obstacle to the purchase as the consumers consider product prices to be appropriate, and off-set possible purchase costs with offers and promotions on the product. Furthermore, a large percentage of purchases are paid for on delivery, thus helping to reduce purchase risk. Social risk did not prove to be an obstacle either, possibly because those interviewed did not consider social and personal motives (a recreational break from routine, the need for affection, to keep up-to-date with new trends, social interaction with other consumers, etc. ) to be as important as other features such as comfort and convenience when making their purchase decision. Although not so important for interviewees with a future purchase intention, social risk is important for those with no such intention (see Table 3). Companies should bear this in mind, because of the likelihood that a reduction in all types of perceived risks may turn a televiewer into a teleshopper. 5. Conclusions With this research we attempt to fill a gap in the literature by offering a global view of the behavioural and attitudinal variables which can turn a televiewer into a teleshopper, and we show the influence of different types of perceived risk on future teleshopping intention. We conclude that exposure to the television medium has the most significant influence on future purchase intention. Thus, and in accordance with the literature review (Grant et al., 99; Skumanich and Kintsfather, 998; Ball-Rokeach, 985; Defleur and Ball-Rokeach, 989), exposure is one of the most significant backgrounds to teleshopping. [79]

18 analysis of key drivers in teleshopping The influence of perceived risk on future teleshopping intention depends on the type of obstacles considered, perceived time wasting and product risk being the most significant. Although home delivery is one of the most outstanding advantages of home shopping (Carcasona, 994; Foster, 98; Gómez, 995; Salomon and Koppelman, 992), some consumers perceive a series of drawbacks: firstly, the consumer pays for the service; secondly there is a risk of damage to the products in transit and a system of refunds or product replacement must be established; thirdly, waiting time for delivery, with delays being a major problem (Linke, 992). In terms of perceived product risk, the consumer still regards the fact that it is impossible to see, touch and inspect the products as an important limitation in home shopping systems compared to traditional channels (Donthu and Gilliland, 996; Gomez, 995; Linke, 992; Solomon, 994). The fact that product risk is an obstacle to purchase may be due not so much to the quality of the images, as technological progress appears to have overcome this drawback, but rather to the lack of information on product quality and on the purchase guarantees. While previous experience with home shopping channels has no significant influence on future teleshopping intention, attitude to the teleshopping system does. Thus, consumers with a higher opinion of the system have greater future purchase intention, showing that a positive attitude to home shopping channels influences the purchase decision (Eastlick and Lotz, 999; Goldsmith, 2000). In order to reduce all possible perceived purchase risks to the maximum and improve interviewees opinion of the teleshopping system, we offer a series of recommendations which may be of use to companies interested in using television as a sales and distribution channel. Minimum content to present the offer (Carner, 997; Eicoff, 995) and visual demonstration of the products advertised, so they can be easily understood (Eicoff, 995; Masko, 997; Zalis, 995), since almost 90% of the information assimilated by the televiewer is visual (Masko, 997; [80]

19 analysis of key drivers in teleshopping Zalis, 995). The product should be shown to be better than its competitors and capable of bringing the consumer significant benefits (Eicoff, 995; Zalis, 995). - It should be possible to try out the products for a while and return them, even if used, if they do not meet expectations. Whenever possible the customer should be notified of product delivery times and the guarantees associated with the purchase. - It should be possible for the customer to communicate with the programme. Allow the consumer to call the programme to ask questions about the product on offer (Grant, Guthrie and Ball-Rokeach, 99; Skumanich and Kintsfather, 993). Liven up the programmes with promotional techniques to encourage televiewer participation (the chance to participate in a competition or game simply by acquiring the product) and trying to make the programmes entertaining, remembering that television is still an entertainment medium. - Offering promotional incentives (free gifts) or interesting discounts on product prices may encourage the televiewer, almost impulsively to make a phone call and make a purchase (Auter, 992; Lewis, 994; Silverman, 995). These discounts and promotions may mean that product price is not an obstacle to purchase. We conclude this research with mention of its main limitations and a proposal for several lines of future research. A limitation is of this study is that it did not use a multidimensional scale to measure the different types of perceived purchase risks. Therefore, considering the lack of research in this field, we think that a very useful complement to this study would be to develop and validate a scale to measure perceived purchase risk in the new shopping environments. Secondly, it would be advisable to analyse the influence of perceived risk on purchase intention according to the characteristics of the goods and services on offer. [8]

20 analysis of key drivers in teleshopping 6. References AECE (Asociación Española de Comercio Electrónico) (2005). Estudio sobre Comercio Electrónico B2C. AIMC (Asociación de Investigación de los Medios de Comunicación) (2005): Navegantes en la red. VII Encuesta AIMC a Usuarios de Internet, AKAAH, J. and KORGAONKAR, P. (988): A conjoint investigation on the relative importance of risk relievers in direct marketing. Journal of Advertising Research, 28(4), pp ANDERSEN CONSULTING (200): Los problemas de distribución frenan el B2C Europeo. Mk Marketing y Ventas, 54, pp.7-9. ARNOULD, E. (2000): A theory of shopping, place, and identity. Journal of Marketing, 64 (january), pp AUTER, P.J. (992): TV that talks back: An experimental validation of a parasocial interaction scale. Journal of Broadcasting & Electronic Media, 36(2), pp BALL-ROKEACH, S.J. (985): The origins of Individual Media-System Dependency: A sociological framework. Communication Research, 2(4), pp BELLENGER, D. and KORGAONKAR, P. (980): Profiling the recreational shopper. Journal of Retailing, 56(4), pp BELLMAN, S.; LOHSE, G. and JOHNSON, E. (999): Predictors of online buying behaviour. Communications of the ACM, 42(2), pp CARCASONA, A. (994): Cómo llevar a cabo una campaña de Televenta. Nuevos canales de distribución: la venta por televisión. MK. Marketing y Ventas, 87(december), pp CARNER, W.J. (997): Direct Marketing through broadcast media: TV, radio, cable, infomercials, home shopping, and more. Journal of Academy of Marketing Science, 25(), pp COX, D. and RICH, S. (964): Perceived risk and consumer decision making. Journal of Marketing Research, (november), pp [82]

21 analysis of key drivers in teleshopping DAVIS, F. (989): Perceived usefulness, perceived ease of use and user acceptance of information technology. MIS Quaterly, 3(3), pp DAVIS, F. (993): User acceptance of information technology: system characteristics, user perceptions and behavioural impacts. International Journal of Man-Machine Studies, 38, pp DAVISON, W.; DORRINGTON, T. and MCCOY, N. (982): Electronic shopping: The consumer views. Management Horizons: Columbus (Ohio). DEFLEUR, M.L. and BALL-ROKEACH, S.J. (989). Theories of mass communication. New York: Logman. DHOLAKIA, R. and UUSITALO, O. (2002): Switching to Electronic Stores: Consumer Characteristics and the Perception of Shopping Benefits. International Journal of Retail & Distribution Management, 30(0), pp DONTHU, N. and GILLILAND, D. (996): Observations: The infomercial shopper. Journal of Advertising Research, 36(2), pp EASTIN, M. (2002): Diffusion of E-commerce: An analysis of the adoption of four E-commerce activities. Telematics and Informatics, 9, pp EASTLICK, M. and LOTZ, S. (999): Profiling potential adopters and non-adopters of an interactive electronic shopping medium. International Journal of Retail & Distribution Management, 27 (6), pp EICOFF, A. (995). Direct Marketing through broadcast media: TV, radio, cable, infomercials, home shopping, and more. Chicago: NTC Business Books. ELDRIDGE, J.D. (993): Non-store retailing: Planning for a big future. Chain Store Age, 69(8), pp.34a-36a. EROGLU, S.; MACHLEIT, K. and DAVIS, L. (2003): Empirical testing of a model of online store atmospherics and shopper responses. Psychology and Marketing, 20(2), pp FECEMD (Federación Española de Comercio Electrónico y Marketing Directo) (2004). Anuario 2004 del comercio electrónico y marketing directo. [83]

22 analysis of key drivers in teleshopping FORSYTHE, S. and SHI, B. (2003): Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56, pp GARCÍA MATANZA, J. and VENTURA FERNÁNDEZ, R. (2006): Análisis estratégico de la televisión de pago en España. Esic-Market, 24, May-August 2006, pp GARNER, S. (986): Perceived risk and information sources in service purchasing. Middle-Atlas Journal of Business, 24, summer, pp GEFEN, D. (2000): E-commerce: The Role of Familiarity and Trust. The International Journal of Management Science, 28, pp GOLDSMITH, R. (2002): Explaining and Predicting Consumer Intention to Purchase over the Internet: An Exploratory Study. Journal of Marketing, spring, pp GÓMEZ, E. (995): Televenta: distribución a través de la televisión. Distribución y Consumo, 22( juny-july), pp GRANT, A.E.; GUTHRIE, K.K. and BALL-ROKEACH, S.J. (99): Television shopping: A Media System Dependency perspective. Communication Research, 8(6), pp HAIR, J.; ANDERSON, R.; TATHAM, R. and BLACK, W. (999). Análisis Multivariante. Pearson Education: Madrid. HOWARD, J. (989). Consumer Behavior in Marketing Strategy. Prentice hall: New York JACOBS, P. (997): Privacy: what you need to know. Infoworld, 9(44), pp.-2. JACOBY, J. and KAPLAN, L. (982): The components of perceived risk. In Proceedings of the 3 rd Annual Convention of the Association for Consumer Research, pp Venkatesam: Chicago. KO, H.; JUNG, J.; KIM, J. and SHIM, S. (2004): Cross-cultural differences in perceived risk of online shopping. Journal of Interactive Advertising, 4(2), KORGAONKAR, P. and MOSCHIS, G. (987): Consumer adoption of videotext services. Journal of Direct Marketing, (Autum), pp [84]

23 analysis of key drivers in teleshopping LAROSE, R. and ATKIN, D. (992): Audio text and the reinvention of the telephone as mass medium. Journalism Quarterly, 69, pp LEVY, M. R. and WEITZ, B.A. (998). Retailing management (3rd Edition). Series in Marketing, Boston: Irwin/Mc Graw Hill. LEWIS, H.G. (994): A fast once-over of direct response television. Direct Marketing, 57(6), pp LINKE, E. (992): New home-shopping technologies. Organisation for Economic Cooperation and Development, The OECD Observer, Paris 78(october-november), pp MASKO, M. (997): What every brand manager needs to know about direct response television. Brandweek, pp Supplement Infomercial 97 and Direct Response Television Sourcebook. MCKAY, J. and FLETCHER, K. (988): Consumers attitudes towards teleshopping. The Quarterly Review of Marketing, 3(3), pp.-7. MITCHELL, V. (992): Understanding consumer s behaviour: can perceived risk help?. Management Decision, 30, pp MODAHL, M. (2000). Now or never. Harper Collins: New York. MOLINA COLLADO, A. and BLÁZQUEZ RESINO, J.J. (2005): Las fuentes de información en el proceso de decisión del consumidor turístico. Esic-Market, 20, January-April, 2005, pp MULHERN, F.J. (997): Retail Marketing: From distribution to integration. International Journal of Research in Marketing, 4(2), pp NICOD, A. (996): Los medios electrónicos en el comercio del futuro. V Congreso Español de Centros Comerciales (conclusiones), pp Barcelona, 9- October. PERSE, E.M. (986): Soap opera viewing patterns of college students and cultivation. Journal of Broadcasting & Electronic Media, 30(2), pp QUELCH, J.A. y TAKEUCHI, H. (98): Nonstore Marketing: Fast track or slow?. Harvard Business Review, 59(4), pp ROGERS, E.M. (2003). Diffusion of Innovations (5th Edition). The Free Press: New York [85]

24 analysis of key drivers in teleshopping ROSEMBLOOM, B. (999): Marketing channels: a management view (6th Edition). The Dryden Press: Chicago. ROSENBERG, L.J. and HIRSCHMAN, E.C. (980): Retailing without stores. Harvard Business Review, 58(4), pp RUBIN, A.M. (98): An examination of television viewing motivations. Communications Research, 8(april), pp RUBIN, A.M.; PERSE, E.M. and POWELL R.A. (985): Loneliness, parasocial interaction and local television news viewing. Human Communication Research, 2(2), pp SALOMON, I. and KOPPELMAN, F.S. (992): Teleshopping or going shopping?. An information acquisition perspective. Behaviour & Information Technology, (4), pp SÁNCHEZ, G. (2000): Análisis de regresión logística. In Luque, T (Eds), Técnicas de análisis de datos en investigaciones de Mercado. Pirámide: Madrid. SHETH, J. (983): Emerging trends for the retailing industry. Journal of Retailing, 59 (3), pp SHIM, S. and DRAKE, M. (990): Consumer intention to utilize electronic shopping. Journal of Direct Marketing, 4(summer), pp SIEGEL, C. (2003). Internet Marketing: Foundations and Applications. Houghton Mifflin company: Boston. SILVERMAN, G. (995): Planning and using infomercial campaigns effectively. Direct Marketing, 58(5), pp SIM, L. and KOI, S. (2002): Singapore s Internet shoppers and their impact on traditional shopping patterns. Journal of Retailing and Consumer Services, 9, pp SIMPSON, L. and LARKNER, H. (993): Perceived risk and mail-order shopping for apparel. Journal of Consumer Studies and Home Economics, 7, pp SIVANAD, C.; GEETA, M. and SULEP, M. (2004): Barriers to mobile Internet banking services adoption: an empirical study in Klang Valley of Malaysia. Internet Business Review, (october), pp.-7. [86]

25 analysis of key drivers in teleshopping SKUMANICH, S.A. and KINTSFATHER, D.P. (998): Individual Media Dependency. Relations within television shopping programming: A causal model reviewed and revised. Communication Research, 25(2), pp SOLOMON, B. (994): TV shopping. Comes of age. American Management Association, 83(9), pp SPENCE, H.; ENGEL, J. and BLACKWELL, R. (970): Perceived risk in mail-order and retail store buying. Journal of Marketing Research, 7(august), pp SWEENEY, J.; SOUTAR, G. and JOHNSON, L. (999): The role of perceived risk in the quality-value relationship: a study in a retail environment. Journal of Retailing, 75(), pp TAN, S. (999): Strategies for reducing consumer s risk aversion in Internet shopping, Journal of Consumer Marketing, 6(2), pp TAUBER, E.M. (972): Why do people shop?. Journal of Marketing, 36(4), pp VRECHOPOULOS, A.; SIOMKOS, G. and DOUKIDIS, G. (200): Internet shopping adoption by Greek consumers. European Journal of Innovation Management, 4(3), pp WESTBROOK, R.; BLACK, W. (985): A motivation-based shopper typology. Journal of Retailing, 6(), pp WU, J.H. and WANG, S.C. (2004): What drives mobile commerce?, An empirical evaluation of the revised technology acceptance model. Information & Management, YANG, K.C. (2005): Exploring factors affecting the adoption of mobile commerce in Singapore. Telematics and Informatics, ZALIS, S. (995): Infomercials breaking the brand barrier: the power of knowing. Media Week, supplement infomercial, 5(26), pp.9-2. [87]

26