This paper describes an ongoing study related to the conceptual design model of interactive television (iTV) advertising towards influencing impulse purchase tendency. It was found that …
This paper reports an ongoing study related to the design of conceptual design model of interactive television (iTV) advertisement towards impulse purchase tendency. Despite many …
The present study deals with consumers' intentions to adopt interactive television (iTV) services by focusing, besides others, on the role of technophobia on consumers' willingness …
SM Sarif, A Che Omar… - … , Electronic and Computer …, 2016 - repo.uum.edu.my
Impulse purchase (IP) is an imperative factor for consumer to purchase products. However, studies related to IP for interactive television (iTV) advertising are minimal. Literatures show …
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 …