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Purchasing vacation packages through shop-at-home television programs: An analysis of consumers' consumption motives

Institute for Management, University of Koblenz-Landau, Universitätsstrasse 1, 56070 Koblenz, Germany, walsh{at}uni-koblenz.de

Kevin P. Gwinner

Kansas State University

In most developed countries non-store retailing, especially shop-at-home television, has grown in importance and today's consumers have access to a wider and more diverse range of in-home shopping media than ever before. Not surprisingly non-store shopping behavior has increasingly been recognized as an important field of investigation. While previous research focused on shopper demographics and low-involvement products, relatively little is known about why consumers purchase products through shop-at-home television and a knowledge gap exists in understanding shop-at-home consumer behavior toward complex, high-involvement services such as vacation travel. Adopting a choice motivation typology as a framework, the present study investigates the booking motives of shop-at-home travel television program viewers using a sample of 978 consumers. Based on exploratory and confirmatory factor analysis, four motive factors for the willingness to purchase vacation packages via shop-at-home travel television programs were found, and subsequent cluster analyses identified four significant and distinct buyer groups. Implications for travel-marketing practice and research are discussed.

Key Words: buying motives • direct-response marketing • shop-at-home travel television • cluster analysis • travel services • viewing behavior

Journal of Vacation Marketing, Vol. 15, No. 2, 111-128 (2009)
DOI: 10.1177/1356766708100819


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