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Impulse purchase in iTV advertising: A conceptual model of gap analysis


Che Omar, Azizah and Shiratuddin, Norshuhada and Sarif, Siti Mahfuzah (2014) Impulse purchase in iTV advertising: A conceptual model of gap analysis. International Journal of Computer Applications, 91 (11). pp. 20-26. ISSN 0975-8887

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Abstract

Numerous studies have been carried out to find out the factor of impulse purchase components in different environment such as on website, mobile, traditional retail store and traditional television. However, those studies are not dedicated to design models to increase impulse purchase on iTV advertising.Therefore, an analysis involving five existing models of website advertising environment, three models on traditional television advertising and four models from iTV advertising were carried out. It is revealed that the conceptual design models of iTV advertising that specifically focus on impulse purchase is highly scarce, suggesting a gap that ought to be looked into.

Item Type: Article
Uncontrolled Keywords: t-commerce, interactive TV advertising, impulse purchase.
Subjects: Q Science > QA Mathematics > QA76 Computer software
Divisions: School of Multimedia Technology & Communication
Depositing User: Mdm. Azizah Che Omar
Date Deposited: 12 Nov 2014 03:33
Last Modified: 12 May 2016 02:53
URI: http://repo.uum.edu.my/id/eprint/12630

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