| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 98 === Media Multitasking is not merely a theory, but also has already applied to the reality. The phenomenon of media multitasking also stretches out to virtual channel shopping. In addition, because of the market opportunities of physical channel, several online shopping centers are founded. Moreover, TV shopping channels also begin to cooperate with online shopping service which launches products on TV channels and online shopping centers simultaneously, making consumers browsing products on different platforms more convenient than ever.
Therefore, the antenna of the Internet shopping not only appears on TV shopping channels, but also emerges from catalogs, newspapers, and magazines. Besides, except TV online shopping centers, the method of TV shopping also extends to catalog shopping, leading catalog shopping employers in Taiwan transfer to the Internet store.
Since the characteristics of media multitasking, the virtual shopping industry also becomes more and more multitasking. If the model of foreground media and background media of media multitasking could be utilized efficiently, it is believed that the virtual channel can create more profits and potential market opportunities. Moreover, if we could find the connection and regularity, it is much more beneficial for employees, employers, and even consumers, achieving the "three-wining" situation. This is the main purpose and the motivation why the research is being analyzed.
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