Ahi, I’M a Compulsive Buyer:@ a Content Analysis of Themes From Testimonial Telephone Calls At Qvc

Nancy M. Ridgway, University of Richmond
Monika Kukar-Kinney, University of Richmond
ABSTRACT - This paper reports a content analysis of 100 hours worth of testimonial telephone calls received and put on-air at QVC television shopping network. The total number of telephone calls analyzed was 514. After reviewing themes that emerged from literature regarding television shopping networks, the testimonial calls were analyzed and categorized into four themes. These themes include: I Love QVC Products and Their Quality, My Buying is Out of Control, I Love the QVC Hosts as Friends/Family, and I Am Treating Myself to Gifts.
[ to cite ]:
Nancy M. Ridgway and Monika Kukar-Kinney (2005) ,"Ahi, I’M a Compulsive Buyer:@ a Content Analysis of Themes From Testimonial Telephone Calls At Qvc", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 431-436.