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Psychological Benefits of Purchasing Home Meal Replacement in the Context of Eco-Friendly TV Home Shopping Broadcast: The Moderating Role of Personal Norm

Author

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  • Heather Markham Kim

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea)

  • In-Hye Lee

    (School of Theatre & Film Art, Kyungsung University, Busan 48434, Korea)

  • Kyuhyeon Joo

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea)

  • JungHoon (Jay) Lee

    (School of Hospitality Leadership, East Carolina University, 306 Rivers Building, Greenville, NC 27858-4353, USA)

  • Jinsoo Hwang

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea)

Abstract

This study observed the relationship between psychological benefits and the theory of planned behavior (TPB) in the context of an eco-friendly TV home shopping broadcasts. The theoretical framework was enhanced even further by examining the moderating role of personal norm on proenvironmental attitudes in the TV home shopping context. An online survey was conducted with Korean customers who had purchased home meal replacement (HMR) products from a TV home shopping broadcast within the past 6 months. A total of 305 samples were collected and used for the data analysis. All six of the hypotheses in the psychological benefits and TPB model were supported, meaning all constructs of psychological benefits, including warm glow, self-expressive benefits, and nature experiences, impacted TPB and behavioral intentions. Furthermore, personal norm had a moderating role in the relationship between warm glow and attitude. This research provides significant theoretical and managerial implications for the home shopping industry.

Suggested Citation

  • Heather Markham Kim & In-Hye Lee & Kyuhyeon Joo & JungHoon (Jay) Lee & Jinsoo Hwang, 2022. "Psychological Benefits of Purchasing Home Meal Replacement in the Context of Eco-Friendly TV Home Shopping Broadcast: The Moderating Role of Personal Norm," IJERPH, MDPI, vol. 19(13), pages 1-17, June.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:13:p:7759-:d:846927
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    1. Kyuhyeon Joo & Heather Markham Kim & Jinsoo Hwang, 2023. "Consequences of Psychological Benefits in the Context of Eco-Friendly Indoor Smart Farm Restaurants: The Moderating Role of Curiosity," Sustainability, MDPI, vol. 15(21), pages 1-18, October.
    2. Kyuhyeon Joo & Junghoon (Jay) Lee & Jinsoo Hwang, 2022. "NAM and TPB Approach to Consumers’ Decision-Making Framework in the Context of Indoor Smart Farm Restaurants," IJERPH, MDPI, vol. 19(21), pages 1-18, November.

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