Conceptual design model of interactive television advertising: Towards influencing impulse purchase tendency

• Main Authors: Che Omar, Azizah, Shiratuddin, Norshuhada, Sarif, Siti Mahfuzah
• Format: Article
• Language: English
• Published: Asian Research Publishing Network (ARPN) 2015
• Subjects: T Technology (General)
• Online Access: http://repo.uum.edu.my/18657/1/ARPN%20JEAS%2010%203%202015%201427-1437.pdf; http://repo.uum.edu.my/18657/; http://www.arpnjournals.com/jeas/research_papers/rp_2015/jeas_0215_1612.pdf
• Institution: Universiti Utara Malaysia

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...