An Impulse Purchase Conformity Tool for Interactive Television Advertising

Various studies have proposed factors of impulse purchase in different advertising mediums like website, mobile, traditional retail store and traditional television. However, to the best of researchers' knowledge, none of the impulse purchase model is dedicated towards impulse purchase tendency for interactive TV (iTV) advertising This study focuses on the development of an impulse purchase conformity tool for iTV advertising. The tool is mainly designed to help advertisers determine the effectiveness and persuasiveness of the iAd design, which can increase impulse purchase tendency towards the advertised product. The conformity tool encapsulates the elements of persuasive advertising and consumer behavior theory based on the system approach. Findings from the expert reviews has shown thatmajority of the experts agreed and perceived the conformity tool as useful to the advertisers: help to increase the effectiveness and persuasiveness of the iAd design, and help to increase impulse purchase tendency among consumers.