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Consumers' attitudes and intentions toward Internet-enabled TV shopping |
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| Institution: | 1. Hakon Swenson Research Foundation, Sweden;2. Stockholm School of Economics, Sweden;1. Polytechnic Institute of Cavado and Ave (School of Management), Portugal;2. School of Economics and Management of the University of Porto, Portugal;1. Department of Economics and Business, Faculty of Business and Economics, University of Almería, Agrifood Campus of International Excellence ceiA3, Ctra. Sacramento, s/n, Almería E-04120, Spain;2. Department of Business Administration, University of Granada and Marketing Group, Department of Economics and Business, Open University of Catalonia, Barcelona, Campus Universitario de Cartuja, Granada E-18071, Spain;3. Marketing Group, Department of Economics and Business, Open University of Catalonia, Avenida Tibidabo, 39, Barcelona E-08035, Spain |
| Abstract: | An increasing number of households are equipped with Internet-enabled televisions (IETVs) that yield opportunities for online activities. This research contributes by investigating the motivational factors of consumers’ attitudes and intentions toward IETV shopping. A quasi-experimental study in the environmental context of a living room was designed to explore IETV shopping behavior. Findings indicate that utilitarian motivations are determined by characteristics of technology and hedonic motivations from the physical environment. Attitudes toward IETV shopping are primarily influenced by hedonic shopping motivations. Conclusions suggest that by providing an IETV shopping app, retailers would make online shopping more enjoyable and comfortable for consumers. |
| Keywords: | E-Tailing Electronic channel Online TV shopping Internet-enabled TV commerce Task-environment-fit |
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