Television shopping: the effect of persuasive strategies on parasocial interaction, subjective well-being, and impulse buying tendency among older women

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2008-01-01
Authors
Lee, Min-Sun
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Ann Marie Fiore
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Apparel, Events and Hospitality Management

The Department of Apparel, Education Studies, and Hospitality Management provides an interdisciplinary look into areas of aesthetics, leadership, event planning, entrepreneurship, and multi-channel retailing. It consists of four majors: Apparel, Merchandising, and Design; Event Management; Family and Consumer Education and Studies; and Hospitality Management.

History
The Department of Apparel, Education Studies, and Hospitality Management was founded in 2001 from the merging of the Department of Family and Consumer Sciences Education and Studies; the Department of Textiles and Clothing, and the Department of Hotel, Restaurant and Institutional Management.

Dates of Existence
2001 - present

Related Units

  • College of Human Sciences (parent college)
  • Department of Family and Consumer Sciences Education and Studies (predecessor)
  • Department of Hotel, Restaurant, and Institutional Management (predecessor)
  • Department of Textiles and Clothing (predecessor)
  • Trend Magazine (student organization)

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The purpose of this study is to investigate the effects of persuasive strategies on perceived parasocial interactions between the host and viewers in the television home shopping environment. The effects of perceived parasocial interactions, perceived social involvement, and perceived loneliness on mood, and mood's consequent influence on perceived risk and impulse buying tendency are examined. Through two different sampling methods, 109 usable responses from female television home shopping shoppers aged 55 to 80 were retained for data analyses. Analysis of Moment Structures (AMOS) version 7.0 was used to derive the maximum-likelihood estimation for analysis of the model. In this study, three models were tested---the theoretical model, the fully recursive model, and the empirical model. The effect of level of persuasive strategies on parasocial interaction was not significant. However, the results indicated that parasocial interaction between hosts and viewers significantly influence older middle-aging and elderly consumers' subjective well-being.

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Tue Jan 01 00:00:00 UTC 2008