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From broadcast to mobile: Cross-channel effects in home shopping platforms

Kim, Y., Yoo, S., Kim, J.
Telematics and Informatics Reports (2026) Vol. 21 : 100295
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Quartile N/A
DOI: 10.1016/j.teler.2026.100295

Abstract

This paper examines the interaction between television-based home shopping and mobile applications in Korea's evolving digital market. Using monthly panel data from four major home shopping companies (2021-2023), we apply fixed-effects models to identify cross-channel effects. We find that higher TV viewership predicts increased mobile engagement, and that sustained app use supports user retention. TV and mobile function as sequential complements rather than substitutes — a 'reverse showrooming' pattern where television builds trust through live demonstrations while mobile apps provide transaction convenience.

Research Overview

This study examines whether TV home shopping broadcasts and mobile apps function as substitutes (Media Displacement Theory) or complements (Channel Complementarity Theory) in Korea’s integrated home shopping ecosystem.

Key Findings

H1: TV Exposure → Mobile Engagement (Supported)

  • TV household reach significantly increases mobile app usage time (β = 0.141, p < 0.001)
  • TV exposure expands mobile app user base (β = 0.169, p < 0.01)
  • A 1 SD increase in TV reach corresponds to ~196,000 additional hours of monthly app usage

H2: Mobile Engagement → Retention (Supported)

  • Larger mobile user base improves retention (β = 3.78e-06, p < 0.01)
  • Higher usage intensity strongly predicts retention (β = 4.67e-06, p < 0.001)
  • Usage intensity is a stronger predictor of loyalty than user scale (Adj. R² = 0.84 vs 0.66)

Reverse Showrooming

  • Consumers encounter products via TV → transition to mobile for purchase
  • Inverts traditional showrooming (browse offline → buy online)
  • TV builds institutional trust; mobile provides transaction convenience

Data

  • Sample: 4 major Korean home shopping companies (CJ OnStyle, GS Shop, Hyundai, Home & Shopping)
  • Period: April 2021 – December 2023 (33 months)
  • Observations: 132 firm-month observations
  • Sources: Broadcast audience measurement, Mobile Index, DART filings

Theoretical Contributions

  1. Extends channel integration theory to broadcast-digital settings
  2. Identifies trust transfer as key mechanism (institutional credibility of regulated TV → mobile)
  3. Introduces “reverse showrooming” concept
  4. Demonstrates sequential complementarity: TV initiates → mobile sustains

Publication Details

Journal: Telematics and Informatics Reports Volume: 21 (March 2026) DOI: 10.1016/j.teler.2026.100295 Open Access: Creative Commons license