Consumers' Use of Enhanced TV Features and Interest in E-Commerce on Cable Network Websites

Abstract

Enhanced TV is the use of Internet features for enhancing the viewing experience of TV viewers. This paper reports the results of a national study of US Internet users' usage of enhanced TV features on cable network websites. The study shows some positive effects of enhanced TV features on the ecommerce interest in the cable network websites. Respondents who use more enhanced TV features reported a higher urge to buy something featured on the site. Some enhanced TV features have stronger effects in predicting consumers' urge to buy something featured on the site. Nonetheless, consumers' overall use of enhanced TV features and interest in e-commerce on cable networks' websites are low. Few had experience in purchasing TV merchandise items. Interests in product types in ecommerce differ by Internet user types. Those who are currently browsing products online but shopping offline show the highest interest in e-commerce on cable TV networks' websites than other Internet user types. Surprisingly, experienced o...