Developing a scale to measure situational triggers underlying television channel switching

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Developing a scale to measure situational triggers underlying television channel switching

This paper describes the development of a scale (SITUZAP) to measure the situational factors that trigger a channel switch, based on the process outlined in a number of key directive texts (Churchill, 1979; DeVellis, 2003; Eastman, Goldsmith and Flynn, 1999). Having defined the domain construct, fou...

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Bibliographic Details
Main Authors:	Dix, Steve, Phau, Ian
Format:	Conference Paper
Published:	Queensland University of Technology 2006
Online Access:	http://pandora.nla.gov.au/pan/25410/20070805-0006/smib.vuw.ac.nz_8081/WWW/ANZMAC2006/documents/Dix_Stephen.pdf http://hdl.handle.net/20.500.11937/35361

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