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Consumers' attitudes and intentions toward Internet-enabled TV shopping

Gerhard Wagner, Hanna Schramm-Klein and Sascha Steinmann

Journal of Retailing and Consumer Services, 2017, vol. 34, issue C, 278-286

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 (search for similar items in EconPapers)
Date: 2017
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