Television Apparel Shopping: Impulse Buying and Parasocial Interaction

The purpose of this study was to explore impulsivity as a motivation for television apparel shopping and to investigate impulse buying, parasocial interaction, television exposure, and television shopping program exposure among television apparel shoppers. One hundred fifty-four questionnaires were returned from television apparel shoppers. A content analysis revealed four broad categories of motivations for television shopping for apparel. Using simple regression analyses, the present research found (a) a positive relationship between impulse buying and television shopping exposure, (b) a positive relationship between impulse buying and parasocial interaction, and (c) positive relationships between parasocial interaction and both television shopping exposure and television exposure.

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