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Reseach Article

Impulse Purchase in iTV Advertising: A Conceptual Model of Gap Analysis

by Azizah Che Omar, Norshuhada Shiratuddin, Siti Mahfuzah Sarif
International Journal of Computer Applications
Foundation of Computer Science (FCS), NY, USA
Volume 91 - Number 11
Year of Publication: 2014
Authors: Azizah Che Omar, Norshuhada Shiratuddin, Siti Mahfuzah Sarif

Azizah Che Omar, Norshuhada Shiratuddin, Siti Mahfuzah Sarif . Impulse Purchase in iTV Advertising: A Conceptual Model of Gap Analysis. International Journal of Computer Applications. 91, 11 ( April 2014), 20-26. DOI=10.5120/15925-5178

@article{ 10.5120/15925-5178,
author = { Azizah Che Omar, Norshuhada Shiratuddin, Siti Mahfuzah Sarif },
title = { Impulse Purchase in iTV Advertising: A Conceptual Model of Gap Analysis },
journal = { International Journal of Computer Applications },
issue_date = { April 2014 },
volume = { 91 },
number = { 11 },
month = { April },
year = { 2014 },
issn = { 0975-8887 },
pages = { 20-26 },
numpages = {9},
url = { },
doi = { 10.5120/15925-5178 },
publisher = {Foundation of Computer Science (FCS), NY, USA},
address = {New York, USA}
%0 Journal Article
%1 2024-02-06T22:12:28.536505+05:30
%A Azizah Che Omar
%A Norshuhada Shiratuddin
%A Siti Mahfuzah Sarif
%T Impulse Purchase in iTV Advertising: A Conceptual Model of Gap Analysis
%J International Journal of Computer Applications
%@ 0975-8887
%V 91
%N 11
%P 20-26
%D 2014
%I Foundation of Computer Science (FCS), NY, USA

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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Index Terms

Computer Science
Information Sciences


t-commerce interactive TV advertising impulse purchase.