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Purpose The purpose of this study is to examine the effect of psychological traits and shopping environmental factors on impulse buying tendency via television shopping programs and to reflect the inherent nature of the impulsive television shopping environment in the USA as well as the traditional retail channel. Design/methodology/approach A total of 154 questionnaires were returned from multichannel customers who purchased apparel from television shopping programs and traditional retail stores. Findings Five causal relationships among impulse buying and interaction tendencies in both television and retail settings and TV shopping program browsing duration proposed in this study were confirmed through structural equation modeling. Research limitations/implications This study adds valuable empirical findings to the literature on the distribution channel relationship by examining buying behavior of multichannel customers as well as some theoretical implications for impulse buying‐related theories. Originality/value This study provides insights for customer impulse buying behavior in the multiple shopping environments.
Park et al. (Wed,) studied this question.