Television Shopping for Apparel in the United States: Effects of Perceived Amount of Information on Perceived Risks and Purchase Intentions

In a two-part study, the amount and types of information available in television-shopping segments selling apparel were examined. In Phase 1, a content analysis of 60 segments selling apparel was conducted. In Phase 2, using an experimental format, a convenience sample of 128 middle-aged women (M = 46 years) viewed a 6-minute television-shopping segment selling apparel and assessed perceived risk, perceived amount of information available in the segment, and purchase intentions, and they answered some open-ended questions about their information-searching activities. Taken together, results of Phases 1 and 2 revealed that when making apparel purchases, participants needed product and customer service information; however, in some segments, that information was never available or was available in less than half the segments coded. Results also revealed that the amount of information perceived from a television-shopping segment selling apparel was negatively related to perceived risk and positively related to purchase intent.

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