Che Omar, Azizah and Shiratuddin, Norshuhada and Sarif, Siti Mahfuzah (2015) Conceptual design model of interactive television advertising: Towards influencing impulse purchase tendency. ARPN Journal of Engineering and Applied Sciences, 10 (3). pp. 1427-1437. ISSN 1819-6608

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Abstract

Various studies have proposed factors of impulse purchase in different advertising mediums like website, mobile, traditional retail store and traditional television.However, to the best of the researchers’ knowledge, none of the impulse purchase model is dedicated towards impulse purchase tendency for interactive TV (iTV) advertising.In addition, through systematic review analysis, this study discovered that all the previous models did not emphasize on the conceptual design model of iTV advertising. Therefore, based on a comparative analysis, this study looked for the components in order to propose a conceptual design model of interactive television advertising toward impulse purchase (iTVAdIP).It is suggested that components of the proposed model is classified classify into three categories; layer of technology, development process and impulse purchase components.These categories are represented through a figure for a better clarity.

Item Type:	Article
Uncontrolled Keywords:	impulse purchase, interactive television advertising.
Subjects:	T Technology > T Technology (General)
Divisions:	School of Multimedia Technology & Communication
Depositing User:	Mdm. Azizah Che Omar
Date Deposited:	25 Sep 2016 08:28
Last Modified:	25 Sep 2016 08:28
URI:	https://repo.uum.edu.my/id/eprint/18657

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