Abstract
A factorial model for televangelism was proposed in order to integrate uses and gratifications variables into an effects model. The model employed three hypothetical causes (religiousness, audience involvement, and televangelism gratifications) and two criteria (support of and contributions to televangelism). Results generally indicated that support for televangelism is primarily linked to the religiousness of its viewers and not to gratifications received from the programs, but that contributions to televangelism are linked to religiousness and gratifications received from the programs. Also, contributors perceive televangelism as a favorable substitute in some ways for the local church and these perceptions relate to financial contributions to televangelism. This finding challenges the consensus of some recent research which concludes that televangelism has little or no negative effect on participation in local congregations.
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