Perceived Influence of Interactive Television Advertising Conceptual Design Model toward Impulse Purchase Tendency: A Survey

Abstract

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 mention the traditional retail store. Due to that, through a systematic process, a design model for developing iTV advertising with influence towards impulse purchase tendency was developed and tested in this study. The design model is named as iTVAdIP and comprises of three main component; technology, impulse purchase, and development process. This paper describes a survey, which measures the perceived influence of iTVAdIP design model towards impulse purchase tendency. A total of 37 potential advertising designers were involved in the survey. The results indicate that the iTVAdIP is perceived as practical and workable in developing iTV advertisement that could influence consumer to buy the advertised product.