The impact of consumer behavior connectedness on television shows

Valter Afonso Vieira and Jucelia Appio

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2010, vol. 14, issue 4, 703-721

Abstract: This paper analyzes the psychometric proprieties of the connectedness scale on consumer behavior. Consumers answered questions relating to television shows. Using exploratory, confirmatory, discriminant, convergent and nomological analyses, we found support for five dimensions out of the six initially proposed to reflect the scale. Furthermore, the results supported a positive relationship between connectedness and involvement, connectedness and hours watching TV and connectedness and brand community. Connectedness and social interaction were found to have a negative relationship.

Date: 2010
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