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TV Home Shoppers' Compulsive Buying: Shopping Orientation & Marketing Promotion Variables  

Lee, Seung-Hee (The Fashion School, Kent State University)
Hur, Se-Jeong (Graduate, Sungshin Women's University)
Publication Information
Journal of Fashion Business / v.13, no.5, 2009 , pp. 102-109 More about this Journal
Abstract
The purpose of this study was to investigate TV home shoppers' compulsive buying, focused on shopping orientation and marketing promotion variables. Four hundred one female home shoppers who have purchased fashion products through TV home shopping. For data analysis, descriptive statistics, factor analysis, t-test, and Cronbach's Alpha were used in this study. The results were as follows: First, approximately 17% of respondents were revealed as compulsive buyers. Second, for shopping orientation instrument, three factors of shopping orientation were found and labeled as 'indifferent', 'hedonic', and 'economic' factors. Third, compared to non-compulsive buyers, compulsive buyers had higher hedonic scores. Finally, compulsive buyers considered marketing promotion variables such as show host, scarcity sales, gift events as important factors for their purchasing than non-compulsive buyers. Based on these results, it would provide TV home shopping marketers efficient and social responsible marketing strategies.
Keywords
TV home shopping; compulsive buying; shopping orientation; marketing promotion;
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Times Cited By KSCI : 3  (Citation Analysis)
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