Survey of perceived influence of the conceptual design model of interactive television advertising towards impulse purchase tendency

• Main Authors: Sarif, Siti Mahfuzah, Ahmad, Azizah, Shiratuddin, Norshuhada
• Format: Conference or Workshop Item
• Published: 2016
• Subjects: T Technology (General)
• Online Access: http://repo.uum.edu.my/20337/; http://doi.org/10.1063/1.4960936
• Institution: Universiti Utara Malaysia

With the proliferation of technology assisted shopping, there is growing evidence that impulse buying is an emerging phenomenon, which has been the focus of this study.Literatures indicate that studies related to impulse purchase for interactive television (iTV) advertising are highly scarce.It was...