Conceptualizing Consumer Behavior under TV-shopping Context

摘要

This study seeks to adopt a holistic approach to consider how consumers perceive TV-shopping environments. The conceptual model proposes that consumers perceive these environments in terms of five stages of buyer decision process, namely, need recognition, information search, evaluation of alternative, purchase decision, and post purchase behavior. Based on the well-known models of consumer behavior, this study explores factors influencing customer behavior under TV-shopping context, which helps the firm to get a holistic understanding of how TV shopping environments are perceived and impact on consumers.