In this section, we try to identify the influential variables in the transformation of a televiewer to a teleshopper.
Companies should bear this in mind, because of the likelihood that a reduction in all types of perceived risks may turn a televiewer into a teleshopper.
With this research we attempt to fill a gap in the literature by offering a global view of the behavioural and attitudinal variables which can turn a televiewer into a teleshopper, and we show the influence of different types of perceived risk on future teleshopping intention.
Many consumers are not teleshoppers because they are afraid that the product they will receive will not meet their expectations, in other words, because of the perceived product risk generated by home shopping channels (Levy and Weitz, 1998; Mulhern, 1997; Forsythe and Shi, 2003; Simpson and Lakner, 1993).
Data was obtained from a sample of 408 individuals over 18 years old, non teleshoppers resident in the province of Valencia.
The data used to determine the teleshopper and non-teleshopper profiles come from market research carried out in March and April 2002.
The final sample consisted of 610 people of whom 216 were teleshoppers and 394 were non-teleshoppers (see the sociodemographic profile in Table 3).
The questionnaire was directed at obtaining information from both teleshoppers (the first block of questions) and non-teleshoppers (the second block).
Given that a significant part of the sample were teleshoppers and therefore users of the teleshopping system, we considered it important to analyse why they purchased through that system.
Studies in other countries (Grant, Guthrie and BallRokeach, 1991; Skumanich and Kintsfather, 1993, 1998) have extended the scope of research to analyse the possible links and relations the teleshopper has with this type of advertisements and/or programmes and their influence on the purchase, and the background or precursors to these relations.
Television Shopper Segmentation on Purchase Motives: The Spanish Teleshopper Case", Multicultural Marketing Conference of the Academy Marketing Science, pp.
In fact, most Internet and teleshoppers, together with subscribers to cable and satellite television are favourably disposed towards using this service (TechTrends, 2000).