{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,5]],"date-time":"2026-03-05T22:19:12Z","timestamp":1772749152869,"version":"3.50.1"},"reference-count":24,"publisher":"Emerald","issue":"5","license":[{"start":{"date-parts":[[2005,6,1]],"date-time":"2005-06-01T00:00:00Z","timestamp":1117584000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2005,6,1]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-heading\">Purpose<\/jats:title><jats:p>This study seeks to explore the possibility of adopting the interactive TV (iTV) as an alternative for the PC at the user\u2010end and also to explore the corresponding practicability for any firm which wants to play an active role in the commerce associated with the iTV.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>Through investigating the available literature related to the architecture and commerce of the current iTV in detail, this study explores the possibility and practicability of adopting the iTV as an alternative for the PC at the user\u2010end.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>There is a feasibility for providing the direct interactivity between viewers and any firm \u2013 the feasibility that is (conceptually) ignored or (physically) blocked in the current iTV architecture. The proposed business concept emphasizes that this feasibility should be available to the firm which wants to play an active role like that in the B2C e\u2010commerce.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>There is a limited literature about the architecture and commerce of the current iTV. Furthermore, the corresponding business environment of the iTV is not mature, and thus there are hardly any relevant and reliable empirical data available.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>This study describes a practicability for any firm which wants to play an active role in the commerce associated with the iTV.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>This study pioneers the commerce associated with the iTV from the perspective of media commercials and any firm not in the iTV value chain, and thus opens up a practicability for the firm which wants to play an active role in the iTV commerce.<\/jats:p><\/jats:sec>","DOI":"10.1108\/02635570510599986","type":"journal-article","created":{"date-parts":[[2005,6,7]],"date-time":"2005-06-07T10:25:37Z","timestamp":1118139937000},"page":"613-622","source":"Crossref","is-referenced-by-count":4,"title":["The business concept of utilizing the interactive TV"],"prefix":"10.1108","volume":"105","author":[{"given":"Ray","family":"Tsaih","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Hsin\u2010lu","family":"Chang","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Chiung\u2010Yu","family":"Huang","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2022020920113581600_b1","doi-asserted-by":"crossref","unstructured":"Ahn, J., Kim, S. and Han, K. (2003), \u201cOn the design concept of CRM\u201d, Industrial Management & Data Systems, Vol. 103 Nos. 5\/6, pp. 324\u201031.","DOI":"10.1108\/02635570310477370"},{"key":"key2022020920113581600_b2","doi-asserted-by":"crossref","unstructured":"Barnes, S.J. and Vidgen, R. (2003), \u201cMeasuring web site quality improvements: a case study of the forum on strategic management knowledge exchange\u201d, Industrial Management & Data Systems, Vol. 103 Nos. 5\/6, pp. 297\u2010309.","DOI":"10.1108\/02635570310477352"},{"key":"key2022020920113581600_b3","unstructured":"Blattberg, R. and Deighton, J. (1991), \u201cInteractive marketing: exploiting the age of addressability\u201d, Sloan Management Review, Vol. 33 No. 1, pp. 5\u201014."},{"key":"key2022020920113581600_b4","doi-asserted-by":"crossref","unstructured":"Bornman, H. and von Solms, S.H. (1993), \u201cHypermedia, multimedia, and hypertext: definitions and overview\u201d, The Electronic Library, Vol. 11 Nos. 4\/5, pp. 259\u201068.","DOI":"10.1108\/eb045243"},{"key":"key2022020920113581600_b5","doi-asserted-by":"crossref","unstructured":"Chitty, G. (1997), \u201cChange competitiveness, and communication \u2013 the role of business television\u201d, Industrial Management & Data Systems, Vol. 96 No. 5, pp. 3\u201011.","DOI":"10.1108\/02635579610123271"},{"key":"key2022020920113581600_b6","doi-asserted-by":"crossref","unstructured":"Chuang, T. and Chong, P.P. (2004), \u201cSearching advertising placement in cyberspace\u201d, Industrial Management & Data Systems, Vol. 104 Nos. 1\/2, pp. 144\u20108.","DOI":"10.1108\/02635570410522116"},{"key":"key2022020920113581600_b7","unstructured":"Deise, M., Nowikow, C., King, P. and Wright, A. (2000), Executive's Guide to E\u2010Business: from Tactics to Strategy, PriceWaterhouseCoopers."},{"key":"key2022020920113581600_b8","doi-asserted-by":"crossref","unstructured":"Dreze, X. and Hussherr, F. (2003), \u201cInternet advertising: is anybody watching\u201d, Journal of Interactive Marketing, Vol. 17 No. 4, pp. 8\u201023.","DOI":"10.1002\/dir.10063"},{"key":"key2022020920113581600_b9","unstructured":"Fitzgerald, K. (2001), \u201cAll eyes zero on emerging T\u2010commerce\u201d, Advertising age, Vol. 72 No. 3, p. 12."},{"key":"key2022020920113581600_b10","unstructured":"Haley, K. (1999), \u201cNew direction: forget the superhighway, many roads lead to interactive TV\u201d, Broadcasting & Cable, Vol. 6, pp. 18\u201036."},{"key":"key2022020920113581600_b11","doi-asserted-by":"crossref","unstructured":"Heiman, A. and Muller, E. (1996), \u201cUsing demonstration to increase new product acceptance: controlling demonstration time\u201d, Journal of Marketing Research, Vol. 33, pp. 424\u201030.","DOI":"10.1177\/002224379603300404"},{"key":"key2022020920113581600_b12","unstructured":"Hogan, M. (2000), \u201cConvergence draws cable to T\u2010commerce\u201d, Multichannel News, 15 May."},{"key":"key2022020920113581600_b13","unstructured":"Kalakota, R. and Robinson, M. (2001), E\u2010Business 2.0: Road\u2010map for Success, Addison\u2010Wesley, Reading, MA."},{"key":"key2022020920113581600_b14","doi-asserted-by":"crossref","unstructured":"Kao, D. and Decou, J. (2003), \u201cA strategy\u2010based model for e\u2010commerce planning\u201d, Industrial Management & Data Systems, Vol. 103 Nos. 3\/4, pp. 238\u201052.","DOI":"10.1108\/02635570310470638"},{"key":"key2022020920113581600_b15","doi-asserted-by":"crossref","unstructured":"Kim, E.B. and Eom, S.B. (2002), \u201cDesigning effective cyber store user interface\u201d, Industrial Management & Data Systems, Vol. 102 Nos. 5\/6, pp. 241\u201052.","DOI":"10.1108\/02635570210428276"},{"key":"key2022020920113581600_b16","doi-asserted-by":"crossref","unstructured":"Kim, P. and Sawhney, H. (2002), \u201cA machine\u2010like new medium \u2013 theoretical examination of interactive TV\u201d, Media, Culture & Society, Vol. 24 No. 2, pp. 217\u201033.","DOI":"10.1177\/016344370202400204"},{"key":"key2022020920113581600_b17","doi-asserted-by":"crossref","unstructured":"Murillo, L. (2001), \u201cSupply chain management and its dissemination of e\u2010commerce\u201d, Industrial Management & Data Systems, Vol. 101 No. 7, pp. 370\u20108.","DOI":"10.1108\/EUM0000000005825"},{"key":"key2022020920113581600_b18","doi-asserted-by":"crossref","unstructured":"Newman, E.J., Stem, D.E. and Sprott, D.E. (2004), \u201cBanner advertisement and web site congruity effects on consumer web site perceptions\u201d, Industrial Management & Data Systems, Vol. 104 Nos. 3\/4, pp. 273\u201080.","DOI":"10.1108\/02635570410525816"},{"key":"key2022020920113581600_b19","unstructured":"Office of Communications (2001), \u201cGuidance to broadcasters on interactive television services\u201d, Office of Communications, London, February, available at: www.ofcom.org.uk\/codes_guidelines\/broadcasting\/tv\/vrs_code_notes\/i_tv\/?a=87101 (accessed 5 May 2004)."},{"key":"key2022020920113581600_b20","doi-asserted-by":"crossref","unstructured":"Pramataris, K., Papakyriakopoulos, G., Lekakos, G. and Mylonopoulos, N. (2001), \u201cPersonalized interactive TV advertising: the i\u2010media business mode\u201d, Electronic Markets, Vol. 11 No. 1, pp. 1\u20109.","DOI":"10.1080\/10196780151105348"},{"key":"key2022020920113581600_b21","doi-asserted-by":"crossref","unstructured":"Press, L. (1993), \u201cThe internet and interactive television\u201d, Communications of the ACM, Vol. 43 No. 2, pp. 19\u201022.","DOI":"10.1145\/163298.163352"},{"key":"key2022020920113581600_b22","doi-asserted-by":"crossref","unstructured":"Rust, R. and Oliver, R. (1994), \u201cVideo dial tone: the new world or services marketing?\u201d, Journal of Services Marketing, Vol. 8 No. 3, pp. 5\u201016.","DOI":"10.1108\/08876049410065561"},{"key":"key2022020920113581600_b24","unstructured":"US Census Bureau (2003), \u201cStatistical abstract of the United States\u201d, US Census Bureau, February (2004), available at: www.census.gov\/prod\/www\/statistical\u2010abstract\u201003.html (accessed 30 March 2004)."},{"key":"key2022020920113581600_b23","unstructured":"Weill, P. and Broadbent, M. (1998), Leveraging the New Infrastructure: How Market Leaders Capitalize on Information Technology, Harvard Business School Press, Boston, MA."}],"container-title":["Industrial Management &amp; Data Systems"],"original-title":[],"language":"en","link":[{"URL":"http:\/\/www.emeraldinsight.com\/doi\/full-xml\/10.1108\/02635570510599986","content-type":"unspecified","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/02635570510599986\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/02635570510599986\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,24]],"date-time":"2025-07-24T23:37:32Z","timestamp":1753400252000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/imds\/article\/105\/5\/613-622\/184760"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2005,6,1]]},"references-count":24,"journal-issue":{"issue":"5","published-print":{"date-parts":[[2005,6,1]]}},"alternative-id":["10.1108\/02635570510599986"],"URL":"https:\/\/doi.org\/10.1108\/02635570510599986","relation":{},"ISSN":["0263-5577"],"issn-type":[{"value":"0263-5577","type":"print"}],"subject":[],"published":{"date-parts":[[2005,6,1]]}}}