Télévision interactive : analyse exploratoire de l’attitude des consommateurs envers cette nouvelle forme de média

Interactive television, in particular interactivity between TV viewers and TV programs, appears as one of the most ambitious ways of communication between the consumer and a media. This exploratory research aims to discover consumers’ attitude toward this new form of media. Whereas the literature only mentions positive attitudes of consumers toward interactive media, results are more divided. They show that negative attitudes are various and numerous : they are emotional oriented, expressed by different fears, and utilitarian oriented, expressed like a gimmick. The positive attitudes are cognitive, affective and behavioral : interactive television is considered as intelligent, educative, anti-passive and