T commerce and consumer theory
This presentation is the property of its rightful owner.
Sponsored Links
1 / 16

T-Commerce and Consumer Theory PowerPoint PPT Presentation


  • 96 Views
  • Uploaded on
  • Presentation posted in: General

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

Download Presentation

T-Commerce and Consumer Theory

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


T commerce and consumer theory

T-Commerce and Consumer Theory

CSR 63100

Hye Young Hah


As we go along

As we go along

  • The Introduction of T-Commerce and IPTV

  • The Application to Consumer Theory

  • The Marketing Implications


What t commerce is

What T-Commerce Is

  • Definition

    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?


Conventional tv vs iptv

Conventional TV VS IPTV

TV 2.0

TV 1.0

One-Way Broadcasting

Two-Way Broadcasting

Internet Protocol

Cable and Antenna Television

Return path


What iptv provides

What IPTV Provides

(Source: T-Com media,2006, Seoul, Korea)


How iptv works

How IPTV Works

The function of STB

Makes the differences!

TV = Monitor

STB = PC

Remote Control =Keyboard

TV Service

Webcam chatting

Consumers’ Information

Smart Card ID

IP Serial Number

Click Stream Analysis

(Source: GS Homeshopping Inc.,2006, Seoul, Korea)


Who uses this

Who Uses This

South Korea

USA

Italy

UK

Hong Kong


Tv stb remote t commerce

TV + STB + Remote = T-Commerce

Set-Top Box

Remote control


Ready for t shopping

Ready for T-Shopping


Marketing strategies are

Marketing Strategies are..

  • Building T-blogs (Word-of-Mouth)

Marketing

Strategies

  • Maintaining Brand Loyalty

  • Building e-Contact Center

How these strategies can be supported by Consumer Theories?


T commerce and consumer theory

Functional Risk

Safety Risk

Time Risk

“ I am little worried about device handling.

“ My information is stored on STB. Is it Safe from

Hackers?

“ T-Shopping seems to be time-consuming to

click to Shopping than Home Shopping.”


T commerce and consumer theory

Perceived Risk

  • The degree of uncertainty or fear about the consequences of a

  • purchase that a consumer feels when considering the purchase

  • of a new product.

  • A function of the uncertainty and the consequences of a buying

  • situation.

  • Individualistic and may vary in intensity from person to person

  • and over time.

Why Is Perceived Risk different from person to person?


Theory of diffusion of innovation

Theory of Diffusion of Innovation

By Everett M. Rogers

(Source: www.its.msstate.edu/Information/Documentation/files/MSU101Unit2.ppt)


T commerce and consumer theory

Adopter Categories


What consumer regard an iptv

What consumer regard an IPTV

In terms of Product Characteristics..

A new product is a superior

to existing substitute

Relative

Advantage

IPTV is superior

to standard TV

Compatibility

A new product is consistent

with present needs, values, practices

IPTV is still TV using

Internet Protocol

A new product is difficult to

Understand or use

Complexity

IPTV is easy to use

with Remote control

A new product is capable of being

tried on a limited basis

Trialability

IPTV trial version

New product’s benefits and attributes

Can be observed, imagined

Observability

Samsung IPTV


The rate of adoption would be faster

The rate of adoption would be faster


  • Login