Abstract

A Study of Parasocial Phenomena, Professionalism, and Homophily on Cable Television Home-shopping Network Programs' Show Host(s)

Woong Ki Park, Ph. D. Assistant Professor, Dept of. Journalism, PR, and Advertising Soongsil University

This study tried to analyze some factors that can influence the purchasing behavior done of consumers on Korea's home-shopping networks. Especially, the study focused on whether the home-shopping network programs' shopping host(s)' role as a chief influencer can effectively influence the purchasing behavior of the consumers or not. The study used paraosocial phenomena theory that the interaction and relationship between the shopping host(s) and the consumers have an effect on the purchasing behavior. The study results showed that there were significant correlations between parasocial interaction and purchasing behavior. Consequently, there were significant correlations between professionalism and purchasing behavior, and homophilly and purchasing behavior. Thus, the study reaffirms the importance of the role that shopping host(s) plays in the purchasing behavior of the consumers.

Key Word: Home-shopping, measurement, parasocial phenomena, professionalism, homophily