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Identification of research gap: T-commerce impulse purchase for iTV advertising

Che Omar, Azizah and Shiratuddin, Norshuhada and Sarif, Siti Mahfuzah and Abdul Mutalib, Ariffin and Mohd Rashid, Sabrina (2013) Identification of research gap: T-commerce impulse purchase for iTV advertising. In: International Conference on Informatics and Creative Multimedia (ICICM), 4-6 Sept. 2013, Kuala Lumpur.

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iTV advertising provides consumers with new sales channels as well as gives higher return to the advertisers.T-commerce is a tool in iTV advertising that enables users to buy something directly through television screen which is more flexible, comfortable, and convenient.Studies show that there is a necessity to examine the factors influencing individuals to purchase products on television shopping program.However, research effort on this is minimal.Also, design models that are dedicated to increase impulse purchase on iTV advertising are scarce and do not include consumer behaviour regarding impulse purchase.In fact, research on the design of t-commerce for iTV advertising for effective marketing strategies is still lacking.Therefore, such a gap ought to be investigated which could contribute to the fields of business and interactive advertising.

Item Type: Conference or Workshop Item (Paper)
Additional Information: ISBN: 978-0-7695-5133-3/13
Uncontrolled Keywords: t-commerce, interactive TV advertising, impulse purchase
Subjects: Q Science > QA Mathematics > QA76 Computer software
Divisions: College of Arts and Sciences
Depositing User: Mdm. Azizah Che Omar
Date Deposited: 12 Nov 2014 03:35
Last Modified: 12 Nov 2014 03:35
URI: http://repo.uum.edu.my/id/eprint/12631

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