A comparison of TV home shoppers based on risk perception

The introduction of television (TV) home shopping and other non‐store shopping formats is one way by which retailers have tried to meet the evolving needs of consumers. Using risk perception as the theoretical framework, the objective of this study was to categorize TV home shoppers as high or low risk perceivers and compare them for differences in types of risk perceived, types of products purchased and demographics. The sample consisted of 125 adult TV home shoppers. Significant differences were found between these two groups in terms of their perceptions of financial risk (p=0.03) as well as product categories purchased including clothing (p=0.001), accessories (p=0.014), health and beauty items (p=0.000) and maintenance, tools and cleaners (p=0.009). No demographic differences were found.