互動電視對電子商務影響之探討

Abstract

B2C電子商務已經流行多年,並於各產業的電子商務市場陸續發展,但是,網際網路廣告的無效率也逐日侵蝕B2C電子商務的繁榮興盛,還有,B2C電子商務的消費族群大多是較年輕或教育水準較高的個人電腦族群,而非一般消費者。反觀,電視的觀眾屬於較一般性的消費者,而且電視廣告可以用比在個人電腦上更有廣告效力的方式向大眾播放,故有些業者又開始將商務觸角延伸於電視上。然而,從近程角度,大多數都認為互動電視似乎只涉及電視媒體產業。其實,隨著互動電視發展所帶起的商務力量,互動電視服務勢必發展為與電子商務相連的無邊森林式。有鑑於此,針對互動電視以及相關電子商務面進行探討,以期提供大眾更豐富的視野與用途。

B2C has been operated for many years, and many kinds of EC markets have been developed continually. But the ineffectiveness of internet advertisements is harming B2C markets little by little. And most of the B2C consumers are young or high educational level of PC users, who don t belong to the general consumers. In contrary, the audience of TV belongs to the general consumers, and the effectiveness of the TV broadcasting ads is better than the internet ads.