Route factors influencing trust and attitude toward TV shopping

ABSTRACT

Television (TV) shopping has notably changed the way people shop today. Due to the high uncertainty and risk associated with TV shopping transactions, trust is crucial to facilitating the adoption of TV shopping. Drawing upon the elaboration likelihood model (ELM), this study examined the effect of route factors on trust and attitude toward TV shopping. While media richness, host interaction, and price fairness act as central cues, ease of payment acts as a peripheral cue. This study employed structural equation modeling, and the sample consisted of 460 TV home shoppers in Taiwan. The results indicated that trust and attitude develop through a dual route that includes a central route and peripheral route. Trust is an important mediator influencing the relationship between route factors and attitude. Moreover, user experience moderates the relationships in the model. Therefore, this study advanced the previous knowledge of the ELM in the context of TV shopping.

摘 要

電視購物明顯地影響現代人的購物方式。由於電視購物存在高度不確定和風險，因此，信任是提升消費者接受電視購物的重要因素。本研究根據推敲可能性模型，來驗證路徑因素對信任與態度的影響。本研究將媒體豐富性、主持人互動、價格公平性視為中央路徑因素，付款容易性視為週邊路徑因素。本研究採用結構方程模型驗證，樣本為 460 位台灣的電視購物者。研究結果顯示，信任和態度可分別發展自中央路徑因素和週邊路徑因素。信任是路徑因素與態度之間的重要中介變數。此外，使用者經驗對本研究模型具有調節效果。因此，本研究從電視購物領域上，提升對推敲可能性模型的知識。

KEYWORDS:

• Television/TV shopping
• trust
• attitude
• user experience
• elaboration likelihood model

关 键 词:

• 電 視 購 物
• 信任
• 態 度
• 使 用 者 經 驗
• 推 敲 可 能 性 模 型 。

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Disclosure statement

No potential conflict of interest was reported by the author.