Measuring situational triggers of television channel switching
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 dra...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Emerald Group Publishing Limited
2010
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| Online Access: | http://hdl.handle.net/20.500.11937/11933 |