Degree Type

Thesis

Date of Award

2008

Degree Name

Master of Science

Department

Apparel, Events and Hospitality Management

First Advisor

Ann Marie Fiore

Abstract

The purpose of this study is to investigate the effects of persuasive strategies on perceived parasocial interactions between the host and viewers in the television home shopping environment. The effects of perceived parasocial interactions, perceived social involvement, and perceived loneliness on mood, and mood's consequent influence on perceived risk and impulse buying tendency are examined. Through two different sampling methods, 109 usable responses from female television home shopping shoppers aged 55 to 80 were retained for data analyses. Analysis of Moment Structures (AMOS) version 7.0 was used to derive the maximum-likelihood estimation for analysis of the model. In this study, three models were tested---the theoretical model, the fully recursive model, and the empirical model. The effect of level of persuasive strategies on parasocial interaction was not significant. However, the results indicated that parasocial interaction between hosts and viewers significantly influence older middle-aging and elderly consumers' subjective well-being.

DOI

https://doi.org/10.31274/rtd-180813-16562

Publisher

Digital Repository @ Iowa State University, http://lib.dr.iastate.edu/

Copyright Owner

Min-Sun Lee

Language

en

Proquest ID

AAI1453147

OCLC Number

237183037

ISBN

9780549542179

File Format

application/pdf

File Size

104 pages

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