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

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

Previous research indicates the importance of content creation development in interactive television (iTV) advertising, which could bring the opportunities for advertisers to increase the effectiveness and interactivity of the iTV advertising. Impulse purchase is one of the important factors that in...

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Main Author: Azizah, Che Omar
Format: Thesis
Language:eng
eng
Published: 2016
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T Technology (General)
Online Access:https://etd.uum.edu.my/6006/2/s94242_01.pdf
https://etd.uum.edu.my/6006/3/s94242_02.pdf
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institution Universiti Utara Malaysia
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advisor Shiratuddin, Norshuhada
Sarif, Siti Mahfuzah
topic T Technology (General)
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Azizah, Che Omar
Conceptual design model of interactive television advertising: towards influencing impulse purchase tendency
description Previous research indicates the importance of content creation development in interactive television (iTV) advertising, which could bring the opportunities for advertisers to increase the effectiveness and interactivity of the iTV advertising. Impulse purchase is one of the important factors that influence consumers to purchase product. Previous studies revealed that impulse purchase behavior has been studied in different medium such as website, traditional television, and retail store. However, those studies are not dedicated to design models to increase impulse purchase tendency on iTV advertising. Hence, this study focuses on the development of a Conceptual Design Model of Interactive Television Advertising that could influence impulse purchase tendency. The model is shortnamed as iTVAdIP. Four (4) specific objectives were formulated: (i) to identify relevant impulse purchase components for iTV advertising, (ii) to develop a conceptual design model and a conformity tool of the iTVAdIP that embed impulse purchase tendency elements, (iii) to validate the proposed conceptual design model, and (iv) to measure the perceived influence of the conceptual design model elements on impulse purchase tendency. This study followed design science research methodology. The conceptual design model was validated through expert review. Then, an instrument was developed to measure the perceived influence of the conceptual design model. Eight dimensions were elicited from various relevant studies to form the instrument which are perceived ease of use, perceived usefulness, clarity, flexibility, visibility, applicability, satisfaction and motivation. A total of 37 potential advertising designers participated in this study. The results show that all dimensions are significantly correlated to the overall perceived influence, and the mean score of the overall perceived influence is high. Therefore, it is concluded that the iTVAdIP conceptual design model with its proposed elements is perceived as able to influence impulse purchase tendency. The iTVAdIP conceptual design model together with the conformity tool are the main contributions of this study. Both can be adopted as impulse purchase design guidelines for the advertising designers particularly the novice ones.
format Thesis
qualification_name Ph.D.
qualification_level Doctorate
author Azizah, Che Omar
author_facet Azizah, Che Omar
author_sort Azizah, Che Omar
title Conceptual design model of interactive television advertising: towards influencing impulse purchase tendency
title_short Conceptual design model of interactive television advertising: towards influencing impulse purchase tendency
title_full Conceptual design model of interactive television advertising: towards influencing impulse purchase tendency
title_fullStr Conceptual design model of interactive television advertising: towards influencing impulse purchase tendency
title_full_unstemmed Conceptual design model of interactive television advertising: towards influencing impulse purchase tendency
title_sort conceptual design model of interactive television advertising: towards influencing impulse purchase tendency
granting_institution Universiti Utara Malaysia
granting_department Awang Had Salleh Graduate School of Arts & Sciences
publishDate 2016
url https://etd.uum.edu.my/6006/2/s94242_01.pdf
https://etd.uum.edu.my/6006/3/s94242_02.pdf
_version_ 1747828005583978496
spelling my-uum-etd.60062021-04-05T02:00:14Z Conceptual design model of interactive television advertising: towards influencing impulse purchase tendency 2016 Azizah, Che Omar Shiratuddin, Norshuhada Sarif, Siti Mahfuzah Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts and Sciences T Technology (General) Previous research indicates the importance of content creation development in interactive television (iTV) advertising, which could bring the opportunities for advertisers to increase the effectiveness and interactivity of the iTV advertising. Impulse purchase is one of the important factors that influence consumers to purchase product. Previous studies revealed that impulse purchase behavior has been studied in different medium such as website, traditional television, and retail store. However, those studies are not dedicated to design models to increase impulse purchase tendency on iTV advertising. Hence, this study focuses on the development of a Conceptual Design Model of Interactive Television Advertising that could influence impulse purchase tendency. The model is shortnamed as iTVAdIP. Four (4) specific objectives were formulated: (i) to identify relevant impulse purchase components for iTV advertising, (ii) to develop a conceptual design model and a conformity tool of the iTVAdIP that embed impulse purchase tendency elements, (iii) to validate the proposed conceptual design model, and (iv) to measure the perceived influence of the conceptual design model elements on impulse purchase tendency. This study followed design science research methodology. The conceptual design model was validated through expert review. Then, an instrument was developed to measure the perceived influence of the conceptual design model. Eight dimensions were elicited from various relevant studies to form the instrument which are perceived ease of use, perceived usefulness, clarity, flexibility, visibility, applicability, satisfaction and motivation. A total of 37 potential advertising designers participated in this study. The results show that all dimensions are significantly correlated to the overall perceived influence, and the mean score of the overall perceived influence is high. Therefore, it is concluded that the iTVAdIP conceptual design model with its proposed elements is perceived as able to influence impulse purchase tendency. The iTVAdIP conceptual design model together with the conformity tool are the main contributions of this study. Both can be adopted as impulse purchase design guidelines for the advertising designers particularly the novice ones. 2016 Thesis https://etd.uum.edu.my/6006/ https://etd.uum.edu.my/6006/2/s94242_01.pdf text eng public https://etd.uum.edu.my/6006/3/s94242_02.pdf text eng public Ph.D. doctoral Universiti Utara Malaysia Adelaar, T., Chang, S., Lancendorfer, K.M., Lee, B., & Morimoto, M. (2003). Effects of Media Formats on Emotions and Impulse Buying Intent. Journal of Information Technology, 18, 247-266. doi: 10.1080/0268396032000150799 Advertising Forecast (2011). Advertising Forecast Magnaglobal. Retrieved from http://www.neoadvertising.com/ch/wp-content/uploads /2011/06/2011- MAGNAGLOBAL-Advertising-Forecast-Abbreviated.pdf Almeida, P., Abreu, J.,Reis, M., & Cardoso. M. (2013). Interactive Trends in the TV Advertising Lanscape. Procedia Techology, 9, 399-404 Amos, C., Holmes, G., & Strutton, D. (2008). 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