Instrument for measuring the influencing of itv advertising design model toward impulse purchase tendency

Abstract

Conceptual design model of Interactive Television Advertising Toward Influencing Impulse Purchase Tendency (iTVAdIP) is proposed to provide guideline for advertising designers to develop iTV advertisements which embed elements that are perceived could influence impulse purchase tendency. Previous literature studied on the factors of impulse purchase in different advertising mediums like website, mobile, traditional retail store and traditional television. However, none of the impulse purchase model is dedicated towards influencing impulse purchase tendency for interactive TV advertising. Therefore, this study focuses on the influencing measurement of iTVAdIP design model through reliable constructs. These constructs are collected and formed based on literature study and content analysis. An influencing instrument was developed based on these constructs and a pilot study was conducted to assess the research feasibility and adequacy of the instrument. The methods and results of the pilot study are also presented in this paper, indicating that these constructs are valid, reliable, and practical to be used for measurement of the proposed model.