Measuring situational triggers of television channel switching

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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...

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Bibliographic Details
Main Authors:	Phau, Ian, Dix, Steve
Format:	Journal Article
Published:	Emerald Group Publishing Limited 2010
Online Access:	http://hdl.handle.net/20.500.11937/11933

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