T commerce and consumer theory
1 / 16

T-Commerce and Consumer Theory - PowerPoint PPT Presentation

  • Uploaded on

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

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
Download Presentation

PowerPoint Slideshow about ' T-Commerce and Consumer Theory' - onslow

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


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




Hong Kong

Tv stb remote t commerce
TV + STB + Remote = T-Commerce

Set-Top Box

Remote control

Marketing strategies are
Marketing Strategies are..

  • Building T-blogs (Word-of-Mouth)



  • Maintaining Brand Loyalty

  • Building e-Contact Center

How these strategies can be supported by Consumer Theories?

Functional Risk

Safety Risk

Time Risk

“ 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.”

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)

What consumer regard an iptv
What consumer regard an IPTV

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

Internet Protocol

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


Samsung IPTV