Interactive Television : Perspectives and Expansion of the Electronic Commerce

Does Interactive Television (itv) rise as a possibility to increase the effects of the electronic commerce? This question intends to answer if the itv will represent the next e-commerce technology generation. This work, an exploratory study, was driven toward a qualitative research applied to a convenient sample which takes us to consider that, joined to the Internet and the TV networks, the itv seems to represent a new and powerful way the access consumers, but at a high price. The success of the itv is not only a matter of market adaptation, but a consumer's adaptation too