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

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.

[1]  George Lekakos,et al.  Evaluating program-embedded advertisement format in interactive digital TV , 2011, EuroITV '11.

[2]  A. Hausman,et al.  A multi‐method investigation of consumer motivations in impulse buying behavior , 2000 .

[3]  Dong-Mo Koo,et al.  The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention , 2010, Comput. Hum. Behav..

[4]  Hawkins Stern.  The Significance of Impulse Buying Today , 1962 .

[5]  Irwin Brown,et al.  T-Commerce : an Investigation of Non-Adoption in South Africa , 2006 .

[6]  Yong Liu,et al.  Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions , 2013, Decis. Support Syst..

[7]  Min-Sun Lee,et al.  Television shopping: The effect of persuasive strategies on parasocial interaction, subjective well-being, and impulse buying tendency among older women , 2008 .

[8]  Junghee Ryu,et al.  A new content-related advertising model for interactive television , 2008, 2008 IEEE International Symposium on Broadband Multimedia Systems and Broadcasting.

[9]  George Lekakos,et al.  Effectiveness of interactive advertising presentation models , 2009, EuroITV '09.

[10]  A study on the operation mechanism of website brand equity based on S-O-R paradigm , 2012, ICSSSM12.

[11]  S. Qayyum.  Effect of TV displays on impulse purchase , 2007 .

[12]  S. Beatty,et al.  Impulse buying: Modeling its precursors , 1998 .

[13]  Thomas Adelaar,et al.  Effects of media formats on emotions and impulse buying intent , 2003, J. Inf. Technol..

[14]  J. Beattie,et al.  Objects, decision considerations and self-image in men's and women's impulse purchases. , 1996, Acta psychologica.

[15]  J. Abreu,et al.  Interactive Trends in the TV Advertising Landscape , 2013 .

[16]  Jihye Park,et al.  Psychological and environmental antecedents of impulse buying tendency in the multichannel shopping context , 2006 .

[17]  Lenita M. Davis,et al.  Atmospheric qualities of online retailing: A conceptual model and implications , 2001 .

[18]  Amit Thawani,et al.  Context Aware Personalized Ad Insertion in an Interactive TV Environment , 2004 .

[19]  Dennis W. Rook.  The Buying Impulse , 1987 .

[20]  U. Dholakia.  Temptation and resistance: An integrated model of consumption impulse formation and enactment , 2000 .

[21]  Teck-Chai Lau,et al.  Investigating the Shopping Orientations on Online Purchase Intention in the e-Commerce Environment: A Malaysian Study , 2010 .

[22]  Debra A. Laverie,et al.  Exploring Impulse Purchasing on the Internet , 2004 .

[23]  Simon S. Y. Shim,et al.  Interactive TV: VoD Meets the Internet , 2002, Computer.

[24]  F. Piron.  Defining Impulse Purchasing , 1991 .