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papers > Ha01
Louisa Ha and Sylvia M. Chan-Olmsted (2001).
Enhanced TV as Brand Extension: TV Viewers' Perception of Enhanced TV Features and TV Commerce on Broadcast Networks' Web Sites.
The International Journal on Media Management, vol.3, no.4, pp.202--213.
http://www.mediajournal.org/modules/pub/view.php/mediajournal-10
Abstract
This study is an experiment of TV viewers' responses to enhanced TV features on broadcast networks' web sites not only as a marketing tool, but also as a brand extension for possible TV commerce. It also tests the theory of interactivity and flow in TV viewers' evaluation of web sites. The data show that subjects are quite aware of the various enhanced TV features on the networks' web sites, but they exhibit low interest and little experience in TV commerce. Prior exposures to a web site contribute to a better rating for the web site, but exposures and awareness of enhanced TV features on a broadcast network's web site have no effect on the perceived quality of the network. Managerial implications of such findings on using the web site as TV network's brand extension and on the future outlook of TV commerce are discussed.
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