T-commerce, also known as television commerce, consists of buying and selling products and services over the interactive television network. As television has been digitalized, hence become interactive, T-commerce offers the merits of the both worlds ？ convenience of television and the immediacy of the computer (the Internet). T-commerce is not only anticipated to become commercially viable, but also expected to become socially prosperous, especially in the area of interactive advertisement.
The thesis aims at approaching an efficient method of communication for interactive advertisement in T-commerce. It concentrates on the perspectives of users？ behavior and decision making process, and argues that media involvement (the ability and motivation of media use) and product involvement may affect the users？ attitudes toward interactive advertisement.
The analysis of an online survey administered to interactive television user shows that both media involvement and product involvement influence the users？ preference of formats of advertisement and types of advertising message design. The results provide the practical insights and values to T-commerce services and interactive television industry.