Motivations for Television Shopping: Clothing Purchase Frequency and Personal Characteristics

Abstract

The overall purpose of the research was to determine if motivations for shopping from television shopping channels differ as a function of clothing purchase frequency or shopper personal characteristics. A national random sample of 6,000 television shoppers was purchased from a market research firm. Surveys were mailed and 1,598 usable questionnaires were returned. MANCOVA and ANCOVA revealed that age, education, and sex of respondent were all related to motivations for shopping from television. Education was negatively related to television shopping motivations. Older shoppers and women had higher motivation scores than younger shoppers and men, respectively. After adjusting for shopper personal characteristics, analyses revealed that frequent clothing shoppers had higher motivations for shopping from television than either infrequent clothing shoppers or nonclothing shoppers. Infrequent clothing shoppers also had higher motivation scores than nonclothing shoppers.