The role of consumer TV personality and interaction with audiences in the behavior of television shopping (Case study in Ardebil)

Various researches in the field of consumer behavior have shown that one of the most important factors affecting the behavior of consumer consumers is their personality traits. Accordingly, there is no doubt that recognizing television personality characteristics is one of the most important factors in order to better understand TV viewers and possibly predict their television shopping behavior and to greatly influence their performance.Today's teleshopping is an important tool in marketing and advertising. The reason for this could be the ability of teleshopping to reduce costs and provide people with easier and quicker access to services, and save time and transparency in prices. Teleshopping is one of the shopp by remot and non-store purchases. These programs are either distributed over an independent network or among other network programs and contain complete information about the features of the product, its price and after-sales service. The purpose of this research is to investigate the effects of Teleshaping advertising on consumer purchasing behavior in the city of Ardabil. To reach the influential factors on consumer purchasing behavior, the sample space of 344 people who have reached the age of independence has been taken into consideration in this study, aged over 18 years old, and has experienced at least one television shopping. The data gathering tool was a standard questionnaire on the Internet for testing and structural equation modeling using SPSS software and smsrt pls. The results showed that TV dependency and watching TV shows affects their dependence on television shopping. Teleshopping dependency will increase the Para social interaction of individuals and gain more awareness and knowledge about telephony products, and as a result of the overall effect of these factors, it will increase the hours of watching television shopping programs, as these hours of increase It leads to shopping behavior in viewers.