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T-Commerce and Consumer Theory

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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T-Commerce and Consumer Theory

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  1. T-Commerce and Consumer Theory CSR 63100 Hye Young Hah

  2. As we go along • The Introduction of T-Commerce and IPTV • The Application to Consumer Theory • The Marketing Implications

  3. 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?

  4. Conventional TV VS IPTV TV 2.0 TV 1.0 One-Way Broadcasting Two-Way Broadcasting Internet Protocol Cable and Antenna Television Return path

  5. What IPTV Provides (Source: T-Com media,2006, Seoul, Korea)

  6. 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)

  7. Who Uses This South Korea USA Italy UK Hong Kong

  8. TV + STB + Remote = T-Commerce Set-Top Box Remote control

  9. Ready for T-Shopping

  10. 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?

  11. 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.”

  12. 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?

  13. Theory of Diffusion of Innovation By Everett M. Rogers (Source: www.its.msstate.edu/Information/Documentation/files/MSU101Unit2.ppt)

  14. Adopter Categories

  15. 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

  16. The rate of adoption would be faster

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