6533b82afe1ef96bd128caaf

RESEARCH PRODUCT

Dependency in consumer media relations: an application to the case of teleshopping

Silvia Sanz BlasFrancisco Torán TorresEnrique Bigné Alcañiz

subject

Dependency (UML)Social PsychologyMedia system dependency theoryAdvertisingSample (statistics)Media relationsMarketingPsychologyApplied Psychology

description

This paper analyses the teleshopping issue in terms of the Media Dependency Theory. The objective is to verify whether dependency relations between television shoppers and the television medium and television shopping are key variables to explain watching and buying behaviour. A model is proposed that integrates the dependency-viewing-purchase relation, tested on a sample of Spanish television shoppers. The results of the study confirm the direct relationship between the antecedents of dependency, dependency and future intentions of behaviour. Copyright © 2006 John Wiley & Sons, Ltd.

yearjournalcountryeditionlanguage
2006-01-01Journal of Consumer Behaviour
https://doi.org/10.1002/cb.179