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Influencia Del Perfil Sociodemográfico, Relaciones Con El Medio Y Actitud Ante La Compra A Distancia En El Comportamiento De Compra Por Televisión /

Author

Listed:
  • Ruíz Mafé, C.

    (Universidad de Valencia (España))

  • Sanz Blas, S.

    (Universidad de Valencia (España))

Abstract

El objetivo de la presente investigación es profundizar en el estudio de los factores determinantes del comportamiento de compra a través de la televisión. Con este fin, se plantean un conjunto de hipótesis sobre la influencia del perfil sociodemográfico, la exposición al medio televisivo y al género de compra televisiva y la actitud ante el sistema, en la decisión de compra por televisión. Del análisis de resultados obtenidos de una muestra de 200 telecompradores españoles, se pone de manifiesto que la exposición al género de compra por televisión y la actitud ante el sistema son predictores significativos del comportamiento de compra a través de la televisión. / 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.

Suggested Citation

  • Ruíz Mafé, C. & Sanz Blas, S., 2007. "Influencia Del Perfil Sociodemográfico, Relaciones Con El Medio Y Actitud Ante La Compra A Distancia En El Comportamiento De Compra Por Televisión /," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 13(2), pages 131-143.
    • Handle: RePEc:idi:jiedee:v:13:y:2007:i:2:p:131-143
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