Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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The Effect of Congruity between Product and TV Reality Show on Purchase Intention: The Moderating Role of Consumer Factors

  • Bai, Xue (Department of Economics and Management, Teaching Assistant, College of Information and Business, North University of China) ;
  • Kim, Kyung-Tae (Department of Business Administration, Kangwon National University)
  • Received : 2020.01.09
  • Accepted : 2020.02.28
  • Published : 2020.02.29
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Abstract

This study examines the effect of congruity between product and TV reality show on purchase intention of Chinese consumers. A total of 110 respondents from Chinese consumers were collected using online surveys. The results were analyzed by SPSS 22.0. Multiple Linear Regression and process analysis were used to test the hypotheses. This article found that congruity between product and TV reality show, attitude toward product placement and recall of product affected consumers' purchase intention. In addition, the frequency of consumer watching TV reality show and familiarity of product moderated the attitude toward product placement and recall of product. This study provides useful implications for sponsors to select product placement as one of their marketing promotion tool.

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References

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