소개글
[정보사회와 뉴미디어]미디어기술과 전자쇼핑(영문)에 대한 자료입니다.
목차
Background
THEORETICAL EXPLANATIONS
1. Consumer Motivations
2. Consumer Attributes and Behavior
3. Consumer Shopping Dependency
Empirical Findings
1. Consumer Motivations
Social Change Implications
본문내용
Interactive Media Technology and Electronic Shopping
Since the Internet entered our social consciousness a little over a decade ago, it has evolved into a multifaceted communication medium. In fact, the Internet now mirrors a technology appliance, a medium that is essential for many people to receive their news, information, and entertainment, in addition to communicating with others.
One of the most beneficial utilities for both marketers and consumer alike is the Internet's ability to be an interactive direct-response marketing channel to move goods and services. The sale revenue for offline teleshopping, including telephone marketing, TV, and radio, totaled an estimated about $530billion. This compares with online retail saled revenue of $53 billion, which is scarcely 10% of its offline counterpart.
Nonetheless, online sales revenues continued to climb at a steady rate. The average annual growth rate for online also continues to climb.
This chapter introduces the teleshopping phenomenon both offline and online. It also reviews social scientific theories that were used to study this phenomenon and explains relevant study findings. Social change implications associated with this form of personalized shopping behavior ard also discussed.
Background
Teleshopping is a form of direct-response marketing. It entails a form of direct-to-consumer marketing communication from the marketers, and it draws a direct-to-marketer response from the consumers. This form of marketing communication involves the use of telephone, TV, radio, and Internet venues.