The Relationship among Consumers' Beliefs, Attitudes and Purchase Intention: Focusing on the TV Home Shopping Advertising

Abstract

There has been considerable growing of TV home shopping industry in Korea, but relatively few studies have empirically explored key relationships influencing purchase intention. This paper reports on the findings of a study which are examined the likely impact of beliefs-attitude-behavioral intention from TV home shoppers’ perspective. Data were collected from consumers who have a buying experience with TV home shopping in Gyeongnam province. After screening the data and eliminating the respondents with missing values, the analysis was performed with an effective sample size of 308 respondents. The collected data were analyzed using confirmatory factor analysis and structural analysis. The main findings support the influence of the consumers' beliefs about TV home shopping advertising on consumers' attitude and purchase intention. Therefore, managers need to understand how consumers choose, experience, and evaluate their offerings, they should especially try to strengthen consumers's positive beliefs.