The Effects of Consumers’ Beliefs about TV Home Shopping Advertising on Attitude and Purchase Intention

Although, there is evidence that adoption of television home shopping has been slow, the growing home shopping industry offers significant potential of the development of marketing and retailing through television home shopping channel. The purpose of this study is to identify consumers’ belief dimensions of television home shopping. Also, we examine the impact of belief-attitude-behavioral intention from the perspective of TV home shoppers. The main findings support the influence of the consumers’ beliefs about TV home shopping advertising on consumers’ advertising attitude, brand attitude, and purchase intention. The key implication of this study is that consumers’ psychology will be changed over time. Therefore, managers need to understand how consumers choose, experience, and evaluate their offerings and they should especially try to strengthen consumers’ positive beliefs about TV home shopping.