A Nested Model of Analyzing An Influence of Time Orientation on Behaviour of Avoiding Television Advertising

Abstract

Time orientation theory states that an individual spends his or her time purposively depending upon whether time orientation is past, present, or future. The researcher refers this perspective to understanding more deeply about why an individual avoids television advertising. The pastoriented

individual thinks that the television advertising is not important and only affects people to behave consumptively. They tend to avoid from seeing it. The present-oriented individual thinks that the television advertising is important because he or she focuses on ‘live for today.’ The future-oriented individual thinks that the television advertising is important to plan purchasing and he or she tends not avoid from seeing it. This research aims to test a whole model of the behaviour of avoiding from seeing the television advertising regarding time orientation, belief and attitude toward it. Also, the research examines the relation among construct mediated by a belief variable and attitude toward television advertising. The result of structure equation model (SEM) analysis indicates that the whole model has an unsatisfactory goodness of fit based on a low value of fix indices so that it is necessary to modify structural research model (nested model). After the model is modified, the goodness-of-fit model is better (Chi Square 4417; significance probability 0.620; RMSEA 0.000; GFI 0.99; AGFI 0.973; TLI 1,12; CFI 1; NFI 0.99; CMIN/DF 0.7).