Abstract
Involvement Theory has long been proved effective for its application to the segmentation of traditional physical goods marketing while there have been few studies applying involvement theory to the TV-Shopping behavior. This study attempts to apply involvement theory to the TV-Shopping channels to explore if the theory is as feasible with the channels as it is with the physical goods, and a high validity of the scale was exhibited to measure and explain the consumer behavior of TV-Shopping. The study compares and tests the differences on consumer characteristics and decision-making behavior between two differently-involved consumer groups, and also proposes suggestion to TV-Shopping practitioners for marketing and management strategies.
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