由於數位匯流與資訊高速公路的發展，使得架構在寬頻網路的加值服務也隨之熱絡。數位內容產業的已成為台灣未來發展的重點之一，但目前國內互動電視的發展面臨瓶頸。本研究希望以消費者對於互動電視的消費價值結構為何，運用「方法目的鏈理論」為研究基礎，透過階梯訪談法訪談二十位使用者以及內容分析法分類，繪製成階層價值表(HVM)。
研究發現：互動電視的使用者目前以使用隨選視訊服務為主：在個人價值方面，傾向「生活中的享樂」、「自尊」、「成就感」；屬性方面主要傾向於「內容豐富」、「可掌握性」、「操作方便」、「新奇」、「價格便宜」。研究結果顯示互動電視未來的發展以及行銷方面應在：(1)內容的數量方面應該增加針對於小眾市場的內容；(2)平台經營方面應該致力於製作廣告導向的內容；(3)行銷策略方面應該鎖定輕度電視使用者的消費者。使互動電視在成為主要的平台後，發展更具商業價值的家庭商務而更加蓬勃發展。

Due to the development of convergence in digital and information superhighway, this has caused the value added service in the structure of broadband internet to become more popular. The digital content industry has become one of the major future developments in Taiwan, but the development for the interactive TV in Taiwan has faced some obstacles.
This research will investigate on the framework of consumers’ value structure in interactive TV, based on the “Means-end theory” approach. By going through an in depth interview with 20 participants, the research will develop a HVM based on the data analysis of their responses.
According to our results of this study, we find out that iTV consumers mainly use
VOD service. In the perspective of personal value, they tend to achieve the needs for the fun, enjoyment in life, self-respect and sense of accomplishment. In the perspective of personal attributes, they tend to achieve the needs for quantity of content is bigger, control, convenience, novelty, and low price.
The results of this study expose the future of iTV industry development and marketing may:
(1) increase quantity of content in focus group,
(2) strive to make ad-oriented content,
(3) focus on consumers watch TV in low-degree in marketing strategy. To make iTV service become the main platform and then develops home-commerce to make the platform more profitable.

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