【摘要】 B2C电子商务已经流行多年,并于各产业的电子商务市场陆续发展,但是,网际网络广告的无效率也逐日侵蚀B2C电子商务的繁荣兴盛,还有,B2C电子商务的消费族群大多是较年轻或教育水准较高的个人计算机族群,而非一般消费者。反观,电视的观众属于较一般性的消费者,而且电视广告可以用比在个人计算机上更有广告效力的方式向大众播放,故有些业者又开始将商务触角延伸于电视上。然而,从近程角度,大多数都认为互动电视似乎只涉及电视媒体产业。其实,随着互动电视发展所带起的商务力量,互动电视服务势必发展为与电子商务相连的无边森林式。有鉴于此,针对互动电视以及相关电子商务面进行探讨,以期提供大众更丰富的视野与用途。更多还原

【Abstract】 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. Therefore, many firms have started to expend their business to TV again. In the short term, most of the people consider the iTV as the media industry. As a matter of fact, iTV field will develop as a wild forest by the iTV business power. In this way, our study will focus on the fields of iTV and EC, and expect to present many concepts and use of iTV and EC fields.更多还原