In most developed countries non-store retailing, especially shop-at-home television, has grown in importance and today's consumers have access to a wider and more diverse range of in-home shopping media than ever before. Not surprisingly non-store shopping behavior has increasingly been recognized as an important field of investigation. While previous research focused on shopper demographics and low-involvement products, relatively little is known about why consumers purchase products through shop-at-home television and a knowledge gap exists in understanding shop-at-home consumer behavior toward complex, high-involvement services such as vacation travel. Adopting a choice motivation typology as a framework, the present study investigates the booking motives of shop-at-home travel television program viewers using a sample of 978 consumers. Based on exploratory and confirmatory factor analysis, four motive factors for the willingness to purchase vacation packages via shop-at-home travel television programs were found, and subsequent cluster analyses identified four significant and distinct buyer groups. Implications for travel-marketing practice and research are discussed.
AdvertisingAge (2000) `Malls Move to Capture Sales Lost to the Net', 31 July: 28.
2.
Agee, T. and Martin, B.A.S. (2001) `Planned or Impulse Purchases? How to Create Effective Infomercials', Journal of Advertising Research41(6): 35-42.
3.
Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer,A. andWood, S. (1997) `Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplace', Journal of Marketing61(3): 38-53.
4.
Aldrich, T. (2004) `Do-It-Yourself DRTV: A Practical Guide to Making Direct Response Television Advertising Work for Charities', International Journal of Nonprofit and Voluntary Sector Marketing9 (2): 135-44.
5.
Assael, H. (1998) Consumer Behavior and Marketing Action (6th Edition). Cincinnati, OH: Thomson.
6.
Bagozzi, R.P. andYi,Y. (1988) `On the Evaluation of Structural Equation Models' ,Journal of the Academy of Marketing Science16(1): 74-94.
7.
Balabanis, G. and Vassileiou, S. (1999) `Some Attitudinal Predictors of Home Shopping through the Internet', Journal of Marketing Management15: 361-85.
8.
Baumgartner, H. and Homburg, C. (1996) `Applications of Structural Equation Modeling in Marketing and Consumer Research: A Review', International Journal of Research in Marketing13(2): 139-61.
9.
Beldona, S., Morrison, A. and O'Leary, J. (2005) `Online Shopping Motivations and Pleasure Travel Products:A Correspondence Analysis', Tourism Management26: 561-70.
10.
Berry, L.L. and Yadav, M.S. (1996) `Capture and CommunicateValue in the Pricing of Services', Sloan Management Review37: 41-51.
11.
Berkowitz, E.N., Walton, J.R. and Walker, O.C. (1979) `In Home Shoppers: The Market for Innovative Distribution Systems', Journal of Retailing55(2): 15-33.
12.
Bieger, T. and Laesser, C. (2002) `Market Segmentation by Motivation:The Case of Switzerland', Journal of Travel Research41: 68-76.
13.
Bijou, S.W., Peterson, R.F. and Ault, M.H. (1968) `A Method to Integrate Descriptive and Experimental Field Studies at the Level of Data and Empirical Concepts', Journal of Applied Behavioral Analysis1: 175-91.
14.
Braunschweiger, A. (2003) `War Coverage had Mixed Effects on Home-Shopping Channels', Wall Street Journal (Easter Edition), 21 May.
15.
Burnett, J.J. and McCollough, M. (1994) `Assessing the Characteristics of the Non-Store Shopper', The International Review of Retail Distribution and Consumer Research4(4): 443-63.
16.
Burton, D. (2002) `Postmodernism, Social Relations and Remote Shopping' , European Journal of Marketing36(7/8): 792-810.
17.
Cai, L.A., Feng, R. and Breiter, D. (2004) `Tourist Purchase Decision Involvement and Information Preferences', Journal of Vacation Marketing10(2): 138-48.
18.
Capella, L.M. and Greco,A.J. (1987) `Information Sources of Elderly for Vacation Decisions' , Annals of Tourism Research14(1): 148-51.
19.
Cotte, J., Chowdhury, T.G., Ratneshwar, S. and Ricci, L.M. (2006) `Pleasure or Utility? Time Planning Style and Web Usage Behaviors', Journal of Interactive Marketing20(1): 45-57.
20.
Crittenden,V.L. and Wilson, E.J. (2002) `Success Factors in Non-Store Retailing: Exploring the Great Merchants Framework', Journal of Strategic Marketing10(4): 255-72.
21.
Crouch, G.I., Oppewal, H., Huybers, T., Dolnicar, S., Louviere, J.J. and Devinney, T. (2007) `Discretionary Expenditure and Tourism Consumption: Insights from a Choice Experiment', Journal of Travel Research45: 247-58.
22.
Cunningham, I.C.M. and Cunningham, W.H. (1973) `The Urban In-Home Shopper: Socio-economic and Attitudinal Characteristics', Journal of Retailing49(3): 42-50.
23.
Dale, C. (2003) `The Competitive Networks of Tourism E-Mediaries: New Strategies, New Advantages',Journal of Vacation Marketing9(2): 109-18.
24.
Danaher,P.J.and Green,B.J.( 1997)`A Comparison of Media Factors that Influence the Effectiveness of Direct Response Television Advertising', Journal of Direct Marketing11 (2): 46-58.
25.
Darby, M.R. and Karni, E. (1973) `Free Competition and the Optimal Amount of Fraud' ,Journal of Law and Economics16: 67-86.
26.
Darian,J.C. (1987) `In-Home Shopping:Are there Consumer Segments' , Journal of Retailing63(2): 163-86.
27.
Dholakia R.R. and Uusitalo, O. (2002) `Switching to Electronic Stores: Consumer Characteristics and the Perception of Shopping Benefits', International Journal of Retail & Distribution Management30(10): 459-69.
28.
Donthu, N. and Gilliland, D. (1996) `Observations: The Infomercial Shopper', Journal of Advertising Research36(2): 69-76.
29.
Eastlick, M.A. and Liu. M.-M. (1997) `The Influence of Store Attitudes and Other Nonstore Shopping Patterns on Patronage ofTelevision Shopping Programs', Journal of Direct Marketing11(3): 14-24.
30.
Euromonitor (2007) `Mail Order and Home Shopping: Market Size', URL (consulted 20 September 2007): http://www.majormarketprofiles.com/report_summary.asp?icode=RT&s=snap&docid=40214
31.
Fetto, J. (2003) `As Seen on TV', American Demographics25(5): 11.
32.
Fodness, D. (1992) `The Impact of Family Life Cycle on the Vacation Decision Making Process', Journal of Travel Research31(2): 8-13.
33.
Fornell, C. and Larcker, D.F. (1981) `Evaluating Structural Equation Models with Unobservable Variables and Measurement Error', Journal of Marketing Research18: 39-50.
34.
Geuens, M., Brengman, M. and S'Jegers, R. (2001) `An Exploratory Study on Grocery Shopping Motivations' , pp. 135-40 in A. Gröpel-Klein and F. -R. Esch (eds) European Advances in Consumer Research (Volume 5). Duluth, MN: Association for Consumer Research.
35.
Gillett, P.L. (1970) `A Profile of Urban In-Home Shoppers', Journal of Marketing34: 40-5.
36.
Gillett, P.L. (1976) `In-Home Shoppers An Overview', Journal of Marketing40: 81-8.
37.
Goldhammer, K. and Wiegand, A. (2001) `10 Thesen zum Transaktionsfernsehen', [10 Propositions on Transaction Television], URL (consulted 21 May 2002): http://www.medientage-muenchen.de/archiv/pdf_2001/goldhammer_thesen
38.
Gremler, D.D. (2004) `The Critical Incident Technique in Service Research' , Journal of Service Research7(1): 65-89.
39.
Hanefors, M. and Mossberg, L. (2002) `TV Travel Shows - A Pre-Taste of the Destination' , Journal of Vacation Marketing8(3): 235-46.
40.
Kaufman-Scarborough, C. and Lindquist, J.D. (2002) `E-Shopping in a Multiple Channel Environment' , Journal of Consumer Marketing19(4/5): 333-44.
41.
Lavin, M. (1992) `Have Contemporary Consumers Integrated Mail/Phone Order into their Categorization of Goods and Retailers?', Journal of Direct Marketing6(3): 22-30.
42.
Laurent, G. and Kapferer, J.N. (1985) `Measuring Consumer Involvement Profiles', Journal of Marketing Research22: 41-53.
43.
Lee, B. and Lee, R.S. (1995) `How and Why People Watch TV: Implications for the Future of Interactive Television', Journal of Advertising Research35(6): 9-18.
44.
Louvieris, P., Driver, J. and Powell-Perry, J. (2003) `Managing Customer Behaviour Dynamics in the Multi-Channel E-Business Environment: Enhancing Customer Relationship Capital in the Global Hotel Industry',Journal of Vacation Marketing9(2): 164-73.
45.
Lumpkin, J.R. and Hawes, J.M. (1985) `Retailing without Stores: An Examination of Catalog Shoppers', Journal of Business Research13: 139-51.
46.
McDonald,W.J. (1995) `Home Shopping Customer Segments - A Cross-Cultural Perspective', Journal of Direct Marketing9(4): 57-66.
47.
McGuire, W. (1974) `Psychological Motives and Communication Gratification' , pp. 106-67 in J.F. Blumler and J. Katz (eds) The Uses of Mass Communication: Current Perspectives on Gratification Research. Beverly Hills, CA: Sage.
48.
McKay, J. and Fletcher, K. (1988) `Consumers Attitudes Towards Teleshopping', The Quarterly Review of Marketing13(3): 1-7.
49.
Margolis, B. (1999) `Home Shopping - Special Report for Television Business International April 1999 MIPTV Issue', URL (consulted 10 September 2006): http://ourworld.compuserve.com/homepages/budd_margolis/TBI499.htm
50.
Mai, L.W. and Ness, M. (1997) `Consumer Perceptions of Mail Order Specialty Foods' , Journal of Marketing Management13: 705-24.
Mitchell, V.W. and McGoldrick, P.J. (1996) `Consumers' Risk-Reduction Strategies: A Review and Synthesis', The International Review of Retail, Distribution and Consumer Research6(1): 1-33.
54.
Morahan-Martin, J. and Schumacher, P. (2003) `Loneliness and Social Uses of the Internet', Computers in Human Behavior19: 659-71.
55.
Murphy, L., Mascardo, G. and Benckendorff, P. (2007)`ExploringWord-of-Mouth Influences on Travel Decisions: Friends and Relatives vs. Other Travellers' , International Journal of Consumer Studies31(5): 517-27.
56.
Myers, P.B. and Moncrief, L.W. (1978) `Differential Leisure Travel Decision Making between Spouses', Annals of Tourism Research5(1): 157-65.
57.
Nancarrow, C. and Penn, S. (1998) `Rapport in Telemarketing - Mirror, Mirror on the Call?', Marketing Intelligence and Planning16(1): 12-21.
58.
Nowak, G.J. (1992) `TVViewer Characteristics and Results Beyond Response' , Journal of Direct Marketing6(2): 18-31.
59.
Nunnally,J.C. (1967) Psychometric Theory. New York : McGraw-Hill.
60.
Papacharissi, Z. and Rubin,A.M. (2000) `Predictors of Internet Use', Journal of Broadcasting and Electronic Media44: 175-96.
61.
Patterson, I. (2007) `Information Sources Used by Older Adults for Decision Making about Tourist and Travel Destinations', International Journal of Consumer Studies31: 528-33.
62.
Patterson, M. (1998) `Direct Marketing in Post-modernity:Neo-Tribes and Direct Communications', Marketing Intelligence and Planning16(1): 68-74.
63.
Pavitt, D. (1997) `Retailing and the Super High Street: The Future of the Electronic Home Shopping Industry', International Journal of Retail and Distribution Management25(1): 38-43.
64.
Pearce, P.L. and Lee, U.-I. (2005) `Developing the Travel Career Approach toTourist Motivation', Journal ofTravel Research43: 226-37.
65.
Peters, W.H. and Ford, N.M. (1972) `A Profile of Urban In-Home Shoppers:The Other Half', Journal of Marketing36: 62-4.
66.
Puritz-Cook, J. (2000) `Consumer Culture and Television Home Shopping Programming: An Examination of the Sales Discourse', Mass Communication and Society3(4): 373-91.
67.
Reynolds, F.D. (1974) `An Analysis of Catalog Buying Behavior', Journal of Marketing38: 47-51.
68.
Shim, S. and Mahoney, M.Y. (1991) `Electronic Shoppers and Nonshoppers amongVideotext Users',Journal of Direct Marketing5(3): 29-38.
69.
Slater, A. (2007) `Escaping to the Gallery: Understanding the Motivations ofVisitors to Galleries', International Journal of Nonprofit and Voluntary Sector Marketing12(2): 149-62.
70.
Solomon, B. (1994) `TV Shopping Comes of Age', Management Review83: 22-6.
71.
Sproles, G.B. and Kendall, E.L. (1986) `A Methodology for Profiling Consumer Decision-Making Styles', TheJournal of Consumer Affairs20: 267-79.
72.
Standing, C. and Vasudavan, T. (1999) `Internet Marketing Strategies Used by Travel Agencies in Australia',Journal of Vacation Marketing6(1): 21-32.
73.
Stephens, D.L., Hill, R.P. and Bergman, K. (1996) `Enhancing the Consumer-Product Relationship : Lessons from the QVC Home Shopping Channel', Journal of Business Research37(3): 193-200.
74.
Stone, B. (1994) Successful Direct Marketing Methods (5th Edition). Lincolnwood, IL: NTC Business Book.
75.
Susskind, A.M., Bonn, M.A. and Dev, C.S. (2003) `To Look or Book: An Examination of Consumers'ApprehensivenessToward Internet Use',Journal of Travel Research41(3): 256-64.
76.
Szymanski, D.M. and Hise, R.T. (2000) `E-Satisfaction: An Initial Examination', Journal of Retailing76(3): 309-22.
77.
Tasci,A.D.A. and Gartner,W.C. (2007) `Destination Image and its Functional Relationships' , Journal of Travel Research45: 413-25.
78.
Tsaur, S.H. and Wu, D.H. (2005) `The Use of Stated Preference Model in Travel Itinerary Choice Behavior',Journal of Travel and Tourism Marketing18(4): 37-48.
79.
van Raaij,W.F. and Francken, D.A. (1984) `Vacation Decisions,Activities and Satisfactions' , Annals of Tourism Research11: 101-12.
80.
Vroomen, B., Donkers, B.,Verhoef, P.C. and Franses, P.H. (2005) `Selecting Profitable Customers for Complex Services on the Internet',Journal of Service Research8(1): 37-47.
81.
Wallace, P.M. (1999) The Psychology of the Internet. Cambridge: Cambridge University Press.
82.
Walsh, G. and Beatty, S.E. (2007) `Customer-Based Corporate Reputation of a Service Firm: Scale Development and Validation', Journal of the Academy of Marketing Science35(1): 127-43.
83.
Walsh, G., Gwinner, K.P. and Swanson, S.R. (2004) `What Makes Mavens Tick? Exploring the Motives of Market Mavens' Initiation of Information Diffusion', Journal of Consumer Marketing21(2): 109-22.
84.
Wang, Y. and Fesenmaier, D.R. (2004) `Modeling Participation in an OnlineTravel Community', Journal of Travel Research42: 261-70.
85.
Westbrook, R.A. and Black, W.C. (1985) `A Motivation-Based Shopper Typology', Journal of Retailing61: 78-103.
86.
Wilkinson, P.F. (2001) `The Internet and Tourism Marketing:An Origin-Destinations Study',pp. 120-9 in P. Sheldon et al. (eds) ENTER 2001 - Information and Communication Technologies in Tourism .Vienna: SpringerVerlag.
87.
Wolfinbarger, M. and Gilly, M.C. (2001) `Shopping Online for Freedom, Control and Fun' , California Management Review43(2): 34-55.
