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Abstract
In the era of convergence of digital television (DTV) broadcasting and internet, DTV application services will be the key to success. Through theoretical and empirical analysis, this study showed that the integrated model which includes basic products/services, value-added services, interactive services, and behavioural intention is applicable to explain consumer's demands of DTV application services. Results indicated that value-added services is the most important factor affecting the behavioural intention to adopt DTV application services, while interactive services is the best way to create consumer's emotional value. In addition, this study also provided some impetus for both researchers and practitioners.
Notes
Eastern Online Co., Ltd (EOL). is a famous lifestyle and consumer market research consultant in Taiwan, which was co-founded by Eastern Advertising, Co., Ltd. and one of Taiwan's largest Internet media company, PCHome Group since 2000.The company President, Mr. Jan Hung Tze is a famous expert in trend analysis and CEO, Mr. Tsai Hung Shien also has profound experience in integrated marketing and brand management. Furthermore, EOL has stepped into Pan-Asia area by strategic alliance, C-News Asia Network (CAN) with outstanding partners, such as Sinomonitor International in Mainland China, Info-Plant in Japan and Embrain in Korea. Specifically, the biggest Internet survey company in Korea, Embrain can provide quick and accurate information using the nation's biggest number of panels, around 400,000, and maintains close relationship with panel members by ID verification. With this partnership, EOL can release consumer and market research report periodically for Northeast Asian countries.