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Ruiz Mafé, Carla [Author]; Sanz Blas, Silvia [Author]

Influencia del perfil sociodemográfico relaciones con el medio y actitud ante la compra a distancia en el comportamiento de compra por television

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  • Media type: E-Article
  • Title: Influencia del perfil sociodemográfico relaciones con el medio y actitud ante la compra a distancia en el comportamiento de compra por television
  • Contributor: Ruiz Mafé, Carla [Author]; Sanz Blas, Silvia [Author]
  • Published: Vigo: Academia Europea de Dirección y Economia de la Empresa (AEDEM), 2007
  • Language: Spanish
  • ISSN: 1135-2523
  • Keywords: media and genre exposure ; consumer behaviour ; path analysis ; teleshopping
  • Origination:
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  • Description: This paper aims to present an in-depth study of key drivers influencing teleshopping behaviour. For this purpose, we put forward a set of hypotheses regarding the influence of demographics, television media exposure, teleshopping genre exposure and attitude towards teleshopping in teleshopping decision. Data analysis of the results obtained from a sample of 200 Spanish teleshoppers shows that attitude towards teleshopping and teleshopping genre exposure are significative predictors of teleshopping behaviour.
  • Access State: Open Access