Television Shopping for Apparel in the United States: Effects of Perceived Amount of Information on Perceived Risks and Purchase Intentions

In a two‐part study, the amount and types of information available in television‐shopping segments selling apparel were examined. In Phase 1, a content analysis of 60 segments selling apparel was conducted. In Phase 2, using an experimental format, a convenience sample of 128 middle‐aged women ( M = 46 years) viewed a 6‐minute television‐shopping segment selling apparel and assessed perceived risk, perceived amount of information available in the segment, and purchase intentions, and they answered some open‐ended questions about their information‐searching activities. Taken together, results of Phases 1 and 2 revealed that when making apparel purchases, participants needed product and customer service information; however, in some segments, that information was never available or was available in less than half the segments coded. Results also revealed that the amount of information perceived from a television‐shopping segment selling apparel was negatively related to perceived risk and positively related to purchase intent.