Perceived influence of interactive television advertising conceptual design model toward impulse purchase tendency: a survey
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 that most of IP related studies are mainly focusing on other medium like website, traditional TV, and not to menti...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universiti Teknikal Malaysia Melaka
2016
|
| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/20508/1/JTEC%208%208%202016%20125%20128.pdf |