Journal ArticleDOI
Measuring situational triggers of television channel switching
Steve Dix,Ian Phau +1 more
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TLDR
Reliability analysis indicates that the scale is internally consistent with co‐efficient alpha high across both pilot and main studies, and confirmatory factor analysis supports the two‐factor measurement model – “advertising triggers” and “RCD empowerment”.Abstract:
Purpose – The purpose of this paper is to describe the development of a scale (SITUZAP) to measure the situational factors that trigger channel switching, specifically within the television environment.Design/methodology/approach – The domain construct is defined and 14 potential scale items were drawn from the literature and qualitative research. The scale was purified during the pilot phase and three scale items removed. The scale was re‐tested during the main study via an independent sample, confirming the two‐dimensional nature of the scale.Findings – Reliability analysis indicates that the scale is internally consistent with co‐efficient alpha high across both pilot and main studies. Moreover, confirmatory factor analysis supports the two‐factor measurement model – “advertising triggers” and “RCD empowerment”. The test‐retest result (r=0.662) further provides evidence of stability within the scale. The scale has also been verified for content, criterion, discriminant, and nomological validity. All ot...read more
Citations
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The Impact of Television Advertisement Repetition, Celebrity Endorsement and Perceived Quality on Consumer Purchase Decision
Sohail Majeed,Sana Razzak +1 more
TL;DR: In this article, the impact of advertisement repetition, celebrity endorsement, and perceived quality on purchase decision of detergent powder has been investigated and it is shown that advertisement repetition has a significant impact on the purchase decision but celebrity endorsement did not play important role in the decision of consumer.
Journal ArticleDOI
Predictors of Commercial Zapping during Live Prime-Time Television: An Observation-Based Study Identifies Factors That Drive TV Channel Switching
Stephen Richard Dix,Ian Phau +1 more
TL;DR: This study implements a combined hidden-observation/survey approach and tests potential predictors of commercial zapping, finding the use of remote controls emerged as a significant driver of observedCommercial zapping.
Service Quality of News Channels: A Modified SERVQUAL Analysis
TL;DR: In this paper, the authors investigated the service quality offered by Pakistani news channels through employing a modified SERVQUAL scale, which revealed several gaps between expected and perceived service quality, in particular "Responsiveness and assurance" dimensions had the highest gaps.
Proceedings ArticleDOI
Consumer micro-behavior and TV viewership patterns: data analytics for the two-way set-top box
TL;DR: A variety of data analytics results are explored that characterize patterns of consumer channel-switching behavior, as a basis for suggesting different clusters of observed behavior.
References
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The C-OAR-SE procedure for scale development in marketing
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