Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
권호 표지
DOI QR코드

DOI QR Code

Television Shopping at Home to Alleviate Loneliness Among Older Consumers

  • Lee, Min-Sun (College of Natural Sciences Incheon National University) ;
  • Park, Jihye (College of Business Hankuk University of Foreign Studies)
  • Received : 2017.02.14
  • Accepted : 2017.02.15
  • Published : 2017.01.31
Download PDF
⟨ Previous Next ⟩

Abstract

Despite widespread awareness of the importance of a middle-aging and older consumer market, it is surprising that very little research has been conducted on their in-home shopping behavior. Therefore, this study focused on middle-aging and older female television home shoppers and examined the effects of persuasive mentions of the show host and parasocial interaction on social involvement, perceived loneliness, mood, perceived risk and unplanned buying tendency. A total of 109 middleaged and older female television shoppers responded. Results of path analysis revealed that persuasive mentions did not influence parasocial interaction. However, as middle-aging and older consumers more para-socially interacted with the host, they were likely to use television shopping for alleviating loneliness. Practical and theoretical implications were discussed.

Keywords

Acknowledgement

This work was partially supported by Hankuk University of Foreign Studies Research Fund of 2016.

References

  1. Adams, Kathryn B., S. Sanders, and E. A. Auth (2004), "Loneliness and depression in independent living retirement communities: Risk and resilience factors," Aging and Mental Health, 8 (6), 475-85.
  2. Andrade, Eduardo B (2005), "Behavioral consequences of affect: Combining evaluative and regulatory mechanisms," Journal of Consumer Research, 32 (3), 355-62.
  3. Auter, Philip J. and Roy L. Moore (1993), "Buying from a friend: A content analysis of two teleshopping programs," Journalism Quarterly, 70 (2), 425-36.
  4. Braus, Patricia (1990), "What is good service?," American Demographics, 12 (7), 36-39.
  5. Browne, Michael W. and Robert Cudeck (1993), "Alternative ways of assessing model fit," In Testing Structural Equation Models, Kenneth A. Bollen and J. Scott Long, eds. Newbury Park: Sage publications, 136-162.
  6. Burgess, Brigitte (2003), "A comparison of TV home shoppers based on risk perception," Journal of Fashion Marketing and Management, 7 (3), 259-71.
  7. Cattan, Mima, Martin White, John Bond, and Alison Learmouth (2005), "Preventing social isolation and loneliness among older people: A systematic review of health promotion interventions," Aging and Society, 25 (1), 41-67.
  8. Chaudhuri, Arjun (1997), "Consumption emotion and perceived risk: A macro-analytic approach," Journal of Business Research, 39 (2), 81-92.
  9. Cialdini, Robert B. (1984), "Principles of Automatic Influence," In Personal Selling: Theory, Research, and Practice, Jacob Jacoby and C. Samuel Craig, eds. Lexington: Lexington Books, 1-28.
  10. Cialdini, Robert B. (1993), Influence: Science and practice. New York: Harper Collins College.
  11. Cialdini, Robert B. and Noah J. Goldstein (2002), "The science and practice of persuasion," Cornell Hotel and Restaurant Administration Quarterly, 43 (2), 40-50.
  12. Conway, Joseph C. and Alan M. Rubin (1991), "Psychological predictors of television viewing motivation," Communication Research, 18 (4), 443-63.
  13. Cox, Donald F. and Stuart U. Rich (1964), "Perceived risk and consumer decisionmaking: The case of telephone shopping," Journal of Marketing Research, 1 (4), 32-39.
  14. Cutrona, Carolyn E and Daniel W. Russell (1987), "The provisions of social relationships and adaptation to stress," Advances in Personal Relationships, 1, 37-67.
  15. DeNora, Tia. and Sophie Belcher (2000), "When you're trying something on you picture yourself in a place where they are playing this kind of music-musically sponsored agency in the British clothing retail sector," Sociological Review, 48 (1), 80-101.
  16. Dholakia, Utpal M. (2001), "A motivational process model of product involvement and consumer risk perception," European Journal of Marketing, 35 (11/12), 1340-62.
  17. Diener, Ed (2000), "Subjective well-being: Three decades of progress," American Psychologist, 55 (1), 34-43.
  18. Fritchie, Louise Lystig and Kim K.P. Johnson (2003), "Personal selling approaches used in television shopping," Journal of Fashion Marketing and Management, 7 (3), 249-58.
  19. Gaal, Brigitte and Leslie Davis Burns (2005), "Apparel descriptions in catalogs and perceived risk associated with catalog purchases," Clothing and Textiles Research Journal, 19 (1), 22-30.
  20. Gardner, Meryl Paula (1985), "Mood states and consumer behavior: A critical review," Journal of Consumer Research, 12 (3), 281-300.
  21. Garland, Ron (1991), "The mid-point on a rating scale: Is it desirable?" Marketing Bulletin, 2, 66-70.
  22. Gibson, Hamilton (2000), Loneliness in later life. New York: St. Martins.
  23. Gore, Susan, Robert H. Aseltine Jr., and Mary Ellen Colten (1993), "Gender, social-relational involvement, and depression," Journal of research on adolescence, 3 (2), 101-25.
  24. Gorn, Gerald, Marvin Goldberg, and Kunal Basu (1993), "Mood, awareness, and product evaluation," Journal of Consumer Psychology, 2 (3), 237-56.
  25. Grant, August E., Kendall Guthrie, and Sandra J. Ball-Rokeach (1991), "Television Shopping: A media system dependency perspective," Communication Research, 18 (6), 773-98.
  26. Groothof, H. (2004), "When others are doing better or worse: Responses from the heart and the head," doctoral dissertation, University of Groningen.
  27. Holmen, Karin, Kjerstin Ericsson, and Bengt Winblad (1999), "Quality of life among the elderly," Scandinavian Journal of Caring Sciences, 13 (2), 91-95.
  28. InfoScout (2016), "As seen on TV consumer insights," (accessed February 14, 2017), [available at http://infoscout.co/brand/as_seen_on_tv/]
  29. Izard, Carrolle E. (1972), Patterns of emotions: A new analysis of anxiety and depression. New York: Academic Press.
  30. Jasper, Cynthia R. and Sara J. Ouellette (1994), "Consumers' perception of risk and the purchase of apparel from catalogs," Journal of Direct Marketing, 8 (2), 23-36.
  31. John-Hillery, Julie L. and Jikyeong Kang (1997), Elderly consumers and retail sales personnel: Examining knowledge, attitudes and retail service satisfaction. New York: Garland.
  32. Kaiser, Susan B. and Joan L. Chandler (1984), "Fashion alienation: Older adults and the mass media," International Journal of Aging and Human Development, 19 (3), 203-21.
  33. Kang, Yong-Soon and Nancy Ridgway (1996), "The importance of consumer market interactions as a form of social support for elderly consumers," Journal of Public Policy and Marketing, 15 (1), 108-17.
  34. Kim, Minjeong and Sharron J. Lennon (2000), "Television shopping for apparel in the United States: Effects of perceived amount of information on perceived risks and purchase intentions," Family and Consumer Sciences Research Journal, 28 (3), 301-30.
  35. Kim, Young-Kyung, Jikyeong Kang, and Minsung Kim (2005), "The relationships among family and social interaction, loneliness, mall shopping motivation, and mall spending of older consumers," Psychology and Marketing, 22 (12), 995-1015.
  36. Kline, Rex B. (1998), Principles and practice of structural equation modeling. New York: The Guilford Press.
  37. Klumb, Petra L. (2004), "Benefits from productive and consumptive activities: Results from the Berlin aging study," Social Indicators Research, 67 (1), 107-27.
  38. Kraus, Linda A., Mark J. Davis, Doris Bazzini, Mary Church, and Clare M. Kirchman (1993), "Personal and social influences on loneliness: The mediating effect of social provisions," Social Psychology Quarterly, 56 (1), 37-53.
  39. Kwon, Yoon-Hee, Soae L. Paek, and Maria Arzeni (1991), "Catalog vs non-catalog shoppers of apparel: Perceived risks, shopping orientations, demographics, and motivations," Clothing and Textiles Research Journal, 10 (1), 13-19.
  40. Lee, Jinkook and Loren V. Geistfeld (1999), "Elderly consumers' receptiveness to telemarketing fraud," Journal of Public Policy and Marketing, 18 (2), 208-17.
  41. Lennon, Sharron J. and Margaret M. Sanik (2003), "Compulsive buying, parasocial interaction, and television shoppers," paper presented at the 2003 International Textiles and Apparel Association, Savannah, GA (October 27-31).
  42. Levy, Mark R. (1979), "Watching TV news as para-social interaction," Journal of Broadcasting, 23 (1), 69-80.
  43. Lim, Chae M. and Youn-Kyung Kim (2011), "Older consumers' TV home shopping: Loneliness, parasocial interaction, and perceived convenience," Psychology and Marketing, 28 (8), 763-80.
  44. Lu, Luo (1999), "Personal or environmental causes of happiness: A longitudinal analysis," Journal of Social Psychology, 139 (1), 79-90.
  45. Manthorpe, J. (2004), "Older people," Research Matters, 20, 33-38.
  46. McCorkle, Denny E. (1990), "The role of perceived risk in mail order catalog shopping," Journal of Direct Marketing, 4 (4), 26-35.
  47. McDonald, William J. (1995), "Home shopping channel customer segments: A cross-cultural perspective," Journal of Direct Marketing, 9 (4), 57-67.
  48. Nordlund, Jan-Erik (1978), "Media interaction," Communication Research, 5 (2), 150-75.
  49. Nunnally, Jum (1978), Psychometric theory. New York: McGraw-Hill.
  50. Park, Jihye and Sharron J. Lennon (2004), "Television apparel shopping: Impulse buying and parasocial interaction," Clothing and Textiles Research Journal, 22 (3), 135-44.
  51. Park, Jihye, Sharron J. Lennon, and Leslie Stoel (2005), "On-line product presentation: Effects on mood, perceived risk, and purchase intention," Psychology and Marketing, 22 (9), 695-719.
  52. Papa, MJ., A Singhal, S Law, S Pant, S Sood, EM Rogers, and CL Shefner-Rogers (2000), "Entertainment-education and social change: An analysis of parasocial interaction, social learning, collective efficacy, and paradoxical communication," Journal of Communication, 50 (4), 31-55.
  53. Rahtz, Don R., M. Joseph Sirgy, and H. Lee Meadow, H. L. (1989), "The elderly audience: Correlates of television orientation," Journal of Advertising, 18 (3), 9-20.
  54. Rokach, Ami (2004), "Loneliness then and now: reflections on social and emotional alienation in everyday life," Current psychology: developmental Learning Personality Social, 23 (1), 24-40.
  55. Rook, Dennis W. and Meryl Paula Gardener (1993), "In the mood: Impulse buyings' affective antecedents," Research in Consumer Behavior, 6 (7), 1-28.
  56. Rubin, Alan M., Elizabeth M. Perse, and Robert A. Powell (1985), "Loneliness, parasocial interaction, and local television news viewing," Human Communication Research, 12 (2), 155-80.
  57. Russell, Daniel W. (1996), "UCLA loneliness scale (version 3): Reliability, validity, and factor structure," Journal of Personality Assessment, 66 (1), 20-40.
  58. Schein, Andrew J. and Nava Haruvi (2014), "Older women, economic power, and consumerism," In Women and Aging: An International, Intersectional Power Perspective, Varda Muhlbauer, Joan C. Chrisler, and Florence L. Denmark, eds. New York: Springer, 31-49.
  59. Schiffman, Leon G. (1972), "Perceived risk in new product trial by elderly consumers," Journal of Marketing Research, 9 (1), 106-08.
  60. Schumacher, Randall E. and Richard G. Lomax (1996), A beginner's guide to structural equation modeling. Mahwah: Lawrence Erlbaum Associates.
  61. Skumanich, Stephanie A. and David P. Kintsfather (1998), "Individual media dependency relations within television shopping programming," Communication Research, 25 (2), 200-19.
  62. Smith, Ruth B. and George P. Moschis (1985), "A socialization perspective on selected consumer characteristics of the elderly," The Journal of Consumer Affairs, 19 (1), 74-95.
  63. Stanforth, Nancy F., Sharron J. Lennon, and S. Moore (2000), "Perceived risk and purchase intent associated with television shopping," Frontiers in Direct and Interactive Marketing Research Proceedings, 3, 53-64.
  64. Stephens, Debra L., Ronald P. Hill, and Karyn Bergman (1996), "Enhancing the consumerproduct relationship lessons from the QVC home shopping channel," Journal of Business Research, 37 (3), 193-200.
  65. Tsiros, Michael and Carrie M. Heilman (2005), "The effect of expiration dates and perceived risk on purchasing behavior in grocery store perishable categories," Journal of Marketing, 69 (2), 114-29.
  66. Weinberg, P., & Gottwald, W. (1982). Impulsive consumer buying as a result of emotions. Journal of Business Research, 10(1), 43-57.
  67. S., M. A. Jones, and S. E. Beatty (1997), "A parsimonious scale to measure impulse buying tendency," In Enhancing Knowledge Development in Marketing, Vol. 8, W.M. Pride and G.T. Hult, eds. Chicago: American Marketing Association, 306-07.
  68. Williams, Seve, Mohamed Zainuba, and Robert Jackson (2003), "Affective influences on risk perceptions and risk intention," Journal of Managerial Psychology, 18 (2), 126-37.