| सारांश: | Numerous studies have been carried out to find out the factor of impulse purchase components in different environment
such as on website, mobile, traditional retail store and traditional television. However, those studies are not dedicated to design models to increase impulse purchase on
iTV advertising.Therefore, an analysis involving five existing models of website
advertising environment, three models on
traditional television advertising and four models from iTV advertising were carried out. It is revealed that the conceptual
design models of iTV advertising that specifically focus on impulse purchase is highly scarce, suggesting a gap that ought
to be looked into.
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