The Intentions of Consumers Participating in TV Call-in Promotions - A Behavioral Analysis

The Intentions of Consumers Participating in TV Call-in Promotions - A Behavioral Analysis

This study discusses the factors of that consumers participate in TV call-in promotion activities. Also try to find out whether demographical variables affect call-in participants’ behavior through their influence on psychology and whether product knowledge has an impact on the relationship between demographical variables and participants’ behavior. Finally, we use psychological variables to differentiate 0204 market. By applying three-stage regression analysis, we find that call-in participants’ interests, the easiness of the questions, product knowledge, and length of time in watching soap operas, will increase the consumer’s intention of calling 0204. Furthermore, two-way analysis of variance helps us to identify that product knowledge has no effect on 0204 callers. Moreover, we can divide 0204 market to callers with high, moderate, and low Call-in intentions segments. The main contributions of this study include: first, company should pay attention to consumers’ feeling at heart and do some adjustments that will increase calling intentions. Second, in 0204 market, company should focus on regionalism and increase interests for the viewers of moderate call-in intentions.