T-Commerce and Consumer Theory. CSR 63100 Hye Young Hah. As we go along. The Introduction of T-Commerce and IPTV The Application to Consumer Theory The Marketing Implication s. What T-Commerce Is. Definition
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Hye Young Hah
T-commerce or television commerce is e-commerce undertaken using digital television (IPTV). It has yet to become as widespread as e-commerce on the Internet. (From www.wikipedia.org)
What is IPTV?
Cable and Antenna Television
(Source: T-Com media,2006, Seoul, Korea)
The function of STB
Makes the differences!
TV = Monitor
STB = PC
Remote Control =Keyboard
Smart Card ID
IP Serial Number
Click Stream Analysis
(Source: GS Homeshopping Inc.,2006, Seoul, Korea)
How these strategies can be supported by Consumer Theories?
“ I am little worried about device handling.
“ My information is stored on STB. Is it Safe from
“ T-Shopping seems to be time-consuming to
click to Shopping than Home Shopping.”
Why Is Perceived Risk different from person to person?
By Everett M. Rogers
In terms of Product Characteristics..
A new product is a superior
to existing substitute
IPTV is superior
to standard TV
A new product is consistent
with present needs, values, practices
IPTV is still TV using
A new product is difficult to
Understand or use
IPTV is easy to use
with Remote control
A new product is capable of being
tried on a limited basis
IPTV trial version
New product’s benefits and attributes
Can be observed, imagined