Che Omar, Azizah and Shiratuddin, Norshuhada and Sarif, Siti Mahfuzah and Abd Muin, Mohd Adib (2015) Conceptual design model of interactive television advertising: experts reviews on impulse purchase tendency. International Journal of Conceptions on Management and Social Sciences, 3 (2). pp. 40-45. ISSN 2357–2787

PDF Restricted to Registered users only Download (474kB) | Request a copy

Abstract

Previous 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 researchers’ knowledge, none of the impulse purchase model is dedicated on impulse purchase tendency for interactive TV advertising. Therefore, a conceptual design model of interactive television advertising toward impulse purchase tendency (iTVAdIP) was developed. The focus of this study is to evaluate the conceptual design model of iTVAdIP through expert reviews. The finding showed that majority of the experts agreed that the conceptual design model is applicable to the development of iTV advertising and the model has the ability to increase impulse purchase level of iTV advertising.

Item Type:	Article
Uncontrolled Keywords:	impulse purchase, interactive television.
Subjects:	T Technology > T Technology (General)
Divisions:	School of Multimedia Technology & Communication
Depositing User:	Mdm. Azizah Che Omar
Date Deposited:	08 May 2017 00:59
Last Modified:	08 May 2017 00:59
URI:	https://repo.uum.edu.my/id/eprint/21990

Actions (login required)

View Item