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    Measuring situational triggers of television channel switching

    Access Status
    Fulltext not available
    Authors
    Phau, Ian
    Dix, Steve
    Date
    2010
    Type
    Journal Article
    
    Metadata
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    Citation
    Phau, I. and Dix, S. 2010. Measuring situational triggers of television channel switching. Marketing Intelligence and Planning. 28 (2): pp. 137-150.
    Source Title
    Marketing Intelligence and Planning
    DOI
    10.1108/02634501011029655
    ISSN
    02634503
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/11933
    Collection
    • Curtin Research Publications
    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 other indicators are within the acceptable range of statistics. Originality/value: This is the first scale that measures the effect of situational factors on channel switching.

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