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Running Head: CONSUMER BEHAVIOR IN ONLINE SPORTS SHOPPING CENTER
Understanding Consumer Behavior in Online Sports Shopping Center by Using FishBein Model Ronald Yu 9421065 National Chiao Tung University
Consumer Behavior in Online Sports Shopping Center 2
Understanding the consumer behavior is the major success key in online commerce. Online shopping become another market in the world due to the Internet, There are three major online sports shopping centers, MLB.com Shop, Modell‟s, and Eastbay. In this study, we use Fishbein Model to find out different consumer attitude toward three different online sports shopping centers. In this study, we are suggesting MLB.com Shop doing some strategy changes to fit the consumer attitudes.
Consumer Behavior in Online Sports Shopping Center 3
Internet is a platform for pooling information. People can use this platform to communicate and exchange information. By using this platform, consumers can easily eliminate the obstacles occurred from communication and accelerate the proliferation of network effects. Based on “The 1994 Home Shopping Report : Jupiter
Communication”(Conway, C., 1994), by the year 2003, through the Internet, the interactive shopping business based on Internet will be up to as much as 823 billion dollars. However, more than half of Internet users have not entered the online shopping because the insecurity of internet development. We can assume that in the future the internet online shopping will spring up all over the international market. Customers will shop for merchandises such as clothing, 3C products, sport products, luxury goods, etc. Also, they will go through internet to find the cheapest goods they want. It is easy for them to gathering information from internet. But for manufacturers, the most important thing in marketing is to understand the customer shopping intention. Manufactures can understand consumers „shopping behaviors and market the goods which customers want in the right place.
Consumer Behavior in Online Sports Shopping Center 4 The purposes of this study are as follows: (1) Understanding the consumer attitude toward online sport shopping center. (2) Difference between MLB.com Shop .com Shop and other competitors by using Fishbein Model (3) Suggestions for MLB.
there are many articles discussing the behavior of consumers. (2) Limited Problem Solving. Fishbein.1968). (3) Routine Problem Solving. Consumer Decision Process (Nicosia. this model can be divided into four main parts: (1) External message (2) Information collections and programs assessment (3) Purchase action (4) Information feedback. J.1968) suggested that the consumers‟ behaviors are different from manufacturers‟ characteristics and the consumer features. and Sheth. EKB model includes five main parts: (1) data entry. Several authors are famous of their consumer decision-making process.N. J.. D. (3) the decision-making . In the process of decision-making. In 1968. The most important and most complete model for customers‟ behavior is EKB model (Engel. and Blackwell. etc. And there are four variables for this model.. On the other hand. Howard and Sheth suggested that the buying decisions are based on three major levels: (1) Extensive Problem Solving.F. Engel.A. In The Theory of Buyer Behavior (Howard. J. there are several attitudes that would affect customers‟ decision.1969)].Consumer Behavior in Online Sports Shopping Center 5 Literature Review Consumers‟ attitude is basically believes of consumptions. (2) information processing. In the consumer decision-making process. In the past. such as Howard. Nicosia. (1) input factors (2) Construction of perception and learning (3) the results of outputs (4) external variables. Kollat.
We can conclude that in EKB model that the result shows that the three major factors influencing the customers' shopping motivation are the possibility of getting clearer shopping information. The decision-making process is the most important part of the EKB model which can be divided into five stages: (1) Problem Recognition.Consumer Behavior in Online Sports Shopping Center 6 process. Figure 1 Model of Consumer Behavior .” Fig. (2) Search. In the Marketing Management written by Kotler and Keller. “The starting point for understanding consumer behavior is the stimulus-response model. (4) Purchase option. (5) Purchase result. (4) decision-making process variables. (3) Alternatives Evaluation. they mention about consumer behavior. (5) outside influence. the convenience and the variety of goods.1 shows the Model of Consumer behavior.
Ajzen. Finally. 1975) to elaborate the customers‟ buying attitudes toward our research target. M. we let the consumers determine the importance of each attribute for them and for the companies. We can use Fishbein model (Fishbein. Second.. This model was basically originated from Dunlany‟s theory of prepositional control. In this study. we try to define the attitudes that would affect consumer‟s purchase decision. we plus all attributes together and discuss the final consumers‟ buying attitudes.Consumer Behavior in Online Sports Shopping Center 7 There are many external and internal factors that would affect the consumer behavior. we firstly define the attributes toward the target. I. Fishbein Model was put forward by Martin Fishbein and Ieck Ajzen in1975. In this model. .
com Shop. Eastbay • Suggestions for MLB. the main problem is “What is the difference that affect consumers‟ buying decision between different online sport shopping center in consumer attitudes?” In the research. .Consumer Behavior in Online Sports Shopping Center 8 Research structure After reviewing the literature. Modell's. we can draw architecture of research concept.com Shop. Eastbay • Sample size: 30 people(male:25. Modell's.com Shop Figure 2 Research Method structure Research Method Reserach Approach Research concultion Basically. In the following flow chart (see Figure 2) shows the research method and how we can figure out the research purpose. Research problem • Understanding the consumer attitutde toward online sport shopping centers • Using Fishbein Model • Target: MLB. we design questionnaires and using Fishbein Model to find out the consumers‟ beliefs and attitudes.female:5) • Age: 20~40 • used to shop on the online shopping center • Differenece customer attitudes for MLB.
the delivery policy is stated below: “Most items may be shipped via International Express Delivery service.com Shop MLB. Using the online shopping cart. MLB.com Shop is an online shopping center for all the MLB merchandises. They can use their accounts to shop online in MLB. In Taiwan. and Eastbay. Business days are Monday-Friday.com Shop checked the bills.com Shop.com Shop.com Shop works with DHL in order to deliver quickly in America. Any order being .Consumer Behavior in Online Sports Shopping Center 9 Company Background We will focus on the online sport shopping centers. Customers can register their accounts by giving some personal information.com Shop will deliver their product by DHL. There are three major company. Outside America. These three companies are selling online sports goods and can deliver around the North America. You can expect your order to arrive within 3-7 full business days. baseball jackets and some other equipments. It sells baseball T-shirts. excluding federal holidays within the United States. MLB. Customers must pay the bill by using credit cards. they can collect the T-shirts. Jackets on the internet. Modell‟s. MLB. MLB. you still can have it delivered by DHL. The international express delivery is the main way to do this. After MLB.
etc.com Shop has many products that other online shop cannot provide.” (From MLB. In some regions you should allow additional delivery time due to customs delays.com Shop) MLB. team dolls. You are considered the importer of record and must comply with all applicable laws and regulations. key rings. Customer Order • Using accounts • Online shopping cart order Paying system • Online credit card paid • Master card prefer Delivering System • DHL delivered • Aboard deliver Figure 3 MLB.com Shop . Most of their products online can be bought in the stadium of each team. players‟ signatures. It sells team calendars.Consumer Behavior in Online Sports Shopping Center 10 shipped to a destination outside of the United States may be subject to import duties and taxes that are levied and collected upon delivery.
Modell's Sporting Goods is the nation's oldest. menswear and brand name athletic footwear.com Shop. But on the other hand.Modell‟s delivery varies with customers. Customer Order • Using accounts • Online shopping cart order Paying system • Online credit card paid Delivering System • Not mention • No aboard deliver Figure 4 Modell‟s Shop . sporting apparel. etc.com Shop. but also other leagues‟ goods. They not only sell MLB products. Modell‟s provide better price below the MLB. they started to provide something else such as bags. They provide less products and less variety.com currently offers a large collection of products from top name brands in the sporting goods and apparel business. games. Originally delivery may cost at least 6 to 10 days when product arrived.Consumer Behavior in Online Sports Shopping Center 11 Modell’s Modell‟s sporting goods is an online shopping center which sales mainly sports goods. they do not have as much products as MLB. Recently. family-owned and operated. Modell‟s products are in a small amount. Modells. Customers in America can chose different kind of delivering methods. retailer of sporting goods.
pants. apparel and sports equipment.000 worth of running shoes and a dream. and Nike. New Balance. Eastbay also established its own clothing brand in 1990. . It was established to meet the performance needs of local high school and college athletes within Central Wisconsin. offering jackets. At each stop they educated attendees with the benefits of their shoes and provided descriptive price lists. shorts and tops in a variety of team colors and styles. all featuring the signature Eastbay logo. With little more than $7. WI hometown. this venture grew into a worldwide direct mail catalog and internet sales conglomerate featuring top athletic brands such as Addidas.Consumer Behavior in Online Sports Shopping Center 12 Eastbay Eastbay is a leading world supplier of athletic footwear. the pair took to the road and set up shoe clinics near their Wausau. Originally viewed as a grassroots project. The company began in 1980 when boyhood pals and high school coaches Art Juedes and Rick Gering set out to find professional-quality shoes for their athletes and ended up in business for themselves.
Started with many products. It may cost US$6. and US$31.Consumer Behavior in Online Sports Shopping Center 13 Eastbay shop is not only an online sport shopping center. Customer Order • Using accounts • Online shopping cart order Paying system • Online credit card paid • Paypal Delivering System • Not mentioned • No aboard deliver Figure 5 Eastbay Shop .98 for Express delivery. They also have Express delivery and Next-day delivery. Eastbay provide online user using Paypal for the bills. You can easily find NIKE or Timberland in this site. It is much more convenient and safety for customers. It sells clothing and shoes in different brand. also lowest price. Eastbay is like an RT-Mart in Taiwan. US$18. students. It provides many products in many brands.98 for Next-day delivery for one item. Eastbay‟s standard delivery takes 8 to 10 days. and youngster. For paying convenience. Eastbay now develop their site into an online shopping center which attracts teenagers.99 for standard delivery.
Many auctioneers sell their sport products for people outside America.com shop now is working with MasterCard to provide a secure online paying system. That is how eBay and Yahoo Auction site started. they are basically online sport shopping centers. People now can easily gather information and start a business online. shoes. Because growing e-commerce. Eastbay now is working with Paypal to make sure that customers‟ money is well secured. the online auction sites are competitors in this market. Because of the rapidly changed society behavior. but also T-shirts. They not only sell the sport product. Besides these sites. MLB. etc. but also other equipments. Eastbay is the most famous online shopping center in USA. They can gather the customers who want to shop not only the sport goods. They want security for their personal privacy and their money. more people now consider safety rather than cheap. Although the products might vary with different sites. more and more potential e-buyers surf online to see if they can get something cheap with good quality. There are still many competitors that now in the online sport markets. The shopping centers have something in common. . Internet has changed some behavior that we used to. more and more online shopping centers grow up due to Internet.Consumer Behavior in Online Sports Shopping Center 14 Environment Analysis Recently.
Timberlands goods Low Not mention No Paypal Price Deliver by Deliver aboard Paying system High DHL Yes Master card or other credit card Low Not mention No Not mention Table 1 Company Background Analysis . Team‟s shirts and jackets…etc 2. The delivering policy is a problem for these sites. MLB. For customers in Taiwan.hats.com Shop Product 1. Team‟s Calendars. Other sports equipments 3. We have to mention that because these companies are located in America. Customers outside America would have to spend a lot of money on shipping fees and customs duties. Team‟s shirts . And this reduce the will of buying the goods. There are a lot of problems in aboard delivering. and jackets…etc 2.Consumer Behavior in Online Sports Shopping Center 15 Company and Environment Conclusion Based on the previous company background. we can draw Table 1 about different online sport shopping centers. Adidas.com provides the best delivering policy. Both Modell‟s and Eastbay does not provide an aboard delivering policy. key rings…etc Modell’s 1. Other sports equipments Eastbay 1. NIKE. Team‟s shirts and jackets…etc 2. MLB.
we decide to use Fishbein Model. we can easily get the affective responses to a brand consist of the strength or weakness of a consumer‟s beliefs about the brand and its attributes and the consumer‟s evaluation of or feelings toward those attributes. By using this model.Consumer Behavior in Online Sports Shopping Center 16 Research Method and design In the beginning we have to figure out the Fishbein Model and design our questionnaire. We can start with this formula: n A 0 = ∑ bi ei i=1 Where Ao = Attitude toward the object (brand) bi = belief about the brand‟s possession of the attribute ei = evaluation of the attribute as being good or bad n = limited number (n) of attributes which the person will consider . Fishbein Attitude Model In order to get the basic attitude toward each online sport shopping center.
there would be more male customers than female in baseball sport. etc. The Sampling size is 30 people whose age is in 20~40 and who have used all these online shopping centers. place. We want to figure out how these stores do in product. we can construct the following attributes (See Table 2) for online sport shopping center. promotion. we can see in Appendix 1.Consumer Behavior in Online Sports Shopping Center 17 Questionaire In the research. there are 25 males and 5 females.com Shop. Base on this. Because we basically target on MLB. In the sample group. Most of our target . we want to understand how customers think about the performance in each online sport shopping center. For complete questionnaires. Attributes Product variety on MLB goods Posted price Discounts frequency Discounts degree Paying convenience Delivery convenience Delivery quickness After-sales service Website(Brand) Image Web shopping sequence convenience Customer Service Information completeness Rating(1…3…7) Monotony…Variety High…Low Rarely…Frequently Low…High Inconvenient…Convenient Inconvenient…Convenient Slowly…Quickly Bad…Good Bad…Good Inconvenient…Convenient Bad…Good Incompletely…Completely Table 2 Consumer Attitude Rating for Online Shopping Center Sampling unit/size/procedure We set up the sample plan. price.
and Eastbay. For further sample size review. We selected three different brands: MLB. We then want to figure out how customers think about these attributes toward different online sport shopping centers.Consumer Behavior in Online Sports Shopping Center 18 sample group is online seller in Taiwan. you can see in Appendix 2. We gather the entire response questionnaires and construct the following table (See Table 3).com Shop. they don‟t think web shopping sequence convenience is important at all. On the other hand. Attributes Product variety on MLB goods Posted price Discounts frequency Discounts degree Paying convenience Delivery convenience Delivery quickness After-sales service Website(Brand) Image Web shopping sequence convenience Customer Service Information completeness Table 3 Consumer Believes Rating for Attributes Observing Table 3. They order the products online. and delivery convenience is important. Customer Believes Rating(1…3…7) 7 2 7 6 2 7 6 3 4 1 3 3 . and send it to its customers. discounts frequency. Modell‟s. deliver the products to Taiwan. This sample group can help us define the customer believes rating toward these attributes. we can find out customers believe that product variety.
Consumer Behavior in Online Sports Shopping Center 19 The following table (See Table 4) shows how likely it is that each online sport shopping center possesses the characteristic: Attributes Product variety on MLB goods Posted price Discounts frequency Discounts degree Paying convenience Delivery convenience Delivery quickness After-sales service Website(Brand) Image Web shopping sequence convenience Customer Service Information completeness MLB. we use the Original Fishbein Attitude Model. multiply the attribute evaluations time the brand‟s rating and sum for each brand.com shop Rating(1…3…7) 7 1 2 1 5 5 6 7 3 6 Modell’s shop Rating(1…3…7) 3 5 5 4 3 2 3 5 6 5 Eastbay shop Rating(1…3…7) 5 6 7 6 5 3 3 4 7 3 6 6 5 3 3 4 Table 4 Attributes Rating for Online Shopping Center To calculate the consumer‟s attitude about each brand of online sport shopping center. .
Consumer Behavior in Online Sports Shopping Center 20 Brands rating To simplify the table above. we can find out the Eastbay shop performs the best in these companies. The Total perfect score is 357. 𝐀 𝟎 Attributes Product Price DiscountsF DiscountsD Paying Delivery Quickness After-sales Image shopping Customer Information Sum 𝐞𝐢 Customer Believes Rating(1…3…7) 7 2 7 6 2 7 6 3 4 1 3 3 𝐛𝐢 MLB. . we can see that the Attitude score for MLB. Observing this table. Modell‟s is 196. and Eastbay got 245.com shop Rating(1…3…7) 7 1 2 1 5 5 6 7 3 6 6 6 227 𝐛𝐢 Modell‟s shop Rating(1…3…7) 3 5 5 4 3 2 3 5 6 5 5 3 196 𝐛𝐢 Eastbay shop Rating(1…3…7) 5 6 7 6 5 3 3 4 7 3 3 4 245 Table 5 Consumer Attitude Attributes for Online Shopping Centers In the last summation. Using the equation below. we shorten the first letter in each attribute. n A 0 = ∑ bi ei i=1 We can get the following table (See Table 4).com Shop is 227.
That is the major reason why their score is so low.com Shop does well on its product variety. and Information for shopping. But for customer‟s believes. they still not in the first position. low posted price. both of MLB. 7 6 5 4 Customer Believes 3 2 1 0 MLB. Eastbay shop does it pretty . On the other hand. discounts. it is very important to have discounts frequently and delivery quickly and easily. and most important of all. MLB. Although MLB.com has the fastest delivery.com shop seldom gives discounts.Consumer Behavior in Online Sports Shopping Center 21 We can easily describe customer attitudes toward these three brands by graphing the table (See Figure 6). shopping convenience.com Shop‟s competitors have good brand image. customer service.com shop Modell’s shop Eastbay shop Rating Figure 6 Consumer Attitude Attributes for Online Shopping Center Observing Figure 6.MLB. It can help us to simplify the result. delivering convenience.
Because it cost less for customers. . It has the lowest price and discounts. The other reason why Eastbay is so successful is that the brand image.Consumer Behavior in Online Sports Shopping Center 22 well. customers think of Eastbay when they want something in sport. Eastbay does not provide well delivery. but they can catch up on other attitudes.
On the other hand.com does not have good brand image. good customer service .Consumer Behavior in Online Sports Shopping Center 23 Conclusions Based on previous analysis. More International buyers 3. If they spend too much on lowering Internal External Opportunities 1. It has the lowest price and discounts. Online Paying Security Required Recently Table 6 MLB. Low Brand Image Threat 1. delivering. Online Auction site and easy paying system. Although the discounts may affect the rating for MLB. Low-Price war 2.com Shop. 2. MLB.com Shop has the strengths in product.com Shop SWOT Analysis Strength 1. but they can catch up in other attitudes. Online Competitors Growing 3. we figure out that MLB. discounts. both of MLB.com Shop now has the great customer service and delivering policy. we can give an SWOT analysis of MLB. High Posted Price 2. we still believe that giving a lot of discounts is not a good way to survive. discounting and low brand image. Eastbay does not provide well delivery. 4.com Shop Analysis MLB. In our research.com Shop‟s competitors have good brand image. The weakness is that pricing. Seldom Discounts 3. Eastbay shop does it pretty well. Online Shopping Users Growing 2. low posted price. 3. Product Varity(for MLB goods) Delivering Policy Customer Service Easy paying Weakness 1. MLB. and most important of all.com Shop.
com Shop should focus on their original customers and extend their publicity. MLB.com Shop should concentrate on building the company‟s image. MLB. they might not provide the service as well as right now. Because of growing online competitors. . The low-price war should be avoided.Consumer Behavior in Online Sports Shopping Center 24 the price and giving discounts.
Bundle with MLB. 6.com Shop Short-term Policy 1. Potential e-buyers may step into the MLB. By doing this. Maintain product quality Maintain good customer service Improve Relationship between MLB. Giving the discounts for new members is a good way to extend their publicity.com Long-term Policy 1.Consumer Behavior in Online Sports Shopping Center 25 Suggestions for MLB. MLB. 2. Suggestions for MLB.com Shop Here we suggest MLB. 5. 3. Discounts specially for existing members 2. By bounding the MLB. Promotion and Advertising 4.com Shop still can work with other portal sites. MLB.com should quickly spread its site to everyone who goes online shopping. Discounts specially for new members 3. 4.com Shop is the best way to do it.com Shop should do some changes to create more online business. By giving discounts to existing members more often can grab the customers‟ hearts.com Shop and members Improve aboard delivering policy Start international business Build brand image with members Table 7 Suggestions for MLB.com can . MLB.com Shop for the 20% discounts.com and MLB. MLB. There are still many potential e-buyers online.com Shop We suggest that in short-term policy.com Shop also needs to advertise frequently.
there are more than two hundred thousand people watching baseball in Taiwan (TVBS. Based on the previous introduction. society buying behavior has changed.com efficiently.com Shop is a subsidiary of MLB.Consumer Behavior in Online Sports Shopping Center 26 quickly be famous around the world by. For instance.com Shop should use the brand of MLB. we can assume that online shopping market is now growing quickly.com Shop can easily start from here and be the 1st market leader in Taiwan because there are almost no competitors. The long-term policy is retaining its original customer and building up brand image internationally. MLB. the number of people watching MLB games increase dramatically.com Shop should grab the chance and use its competitive advantages to build its international market. More and more aboard online buyers would emerge to find their product online. We want the customers who have been shopping in MLB. We believe MLB.com.com with MLB. Since MLB. As the internet grows rapidly.com Shop buy their products nowhere else.com Shop. Improving the delivering policy and relationship with customers will be a good way to set up good brand image internationally. Due to the New York Yankees pitcher Wang Chien-Ming.com Shop. 2007). Not only going aboard.com Shop now has a good reputation about customer . MLB. MLB. Bundle with the MLB games ticket saling would be a good way connecting MLB. we suggest some other long-term policy for MLB.
and building the positive company image for MLB.S. traditional commerce.com Shop. Creating the members‟ outlet can let many potential e-buyers join MLB. Future Research We would suggest the researcher can target on the following problem: (1) Where is the second place MLB.Consumer Behavior in Online Sports Shopping Center 27 service. Right now all the online sport shopping centers want the customer to create their accounts only to gather the customer information.com Shop.com Shop should start its business? (2) E-commerce V. MLB. all they have to do is maintaining.com Shop has numerous goods that other sites cannot provide. Members‟ outlet is a way to provide members unique buying experience.com Shop open a store aboard? . Should MLB.
Eastbay 1. Respondents data: Age: . Modell’s. 2. Sex : male female From: . What do you think these attributes rate for online shopping centers in your opinion? Attributes Product variety on MLB goods Posted price Discounts frequency Discounts degree Paying convenience Delivery convenience Delivery quickness After-sales service Website(Brand) Image Web shopping sequence convenience Customer Service Information completeness Bad…Good 1 2 6 3 5 4 4 5 3 6 2 7 1 Rating(1…3…7) Monotony…Variety Low…High Rarely…Frequently High…Low Inconvenient…Convenient Inconvenient…Convenient Quickly…Slowly Bad…Good Good…Bad Inconvenient…Convenient Your rating 1 7 1 7 1 1 7 1 7 2 6 2 6 2 2 6 2 6 3 5 3 5 3 3 5 3 5 4 4 4 4 4 4 4 4 4 5 3 5 3 5 5 3 5 3 6 2 6 2 6 6 2 6 2 7 1 7 1 7 7 1 7 1 1 2 3 4 5 6 7 Completely…incompletely 7 .Consumer Behavior in Online Sports Shopping Center 28 Appendix 1 Questionaire Online Shopping Center survey for MLB.com Shop.
com Shop in your opinion? Attributes for MLB. What do you think these attributes would rate for MLB.Consumer Behavior in Online Sports Shopping Center 29 3.com Shop Product variety on MLB goods Posted price Discounts frequency Discounts degree Paying convenience Delivery convenience Delivery quickness After-sales service Website(Brand) Image Web shopping sequence convenience Customer Service Information completeness Bad…Good 1 2 6 3 5 4 4 5 3 6 2 7 1 Rating(1…3…7) Monotony…Variety Low…High Rarely…Frequently High…Low Inconvenient…Convenient Inconvenient…Convenient Quickly…Slowly Bad…Good Good…Bad Inconvenient…Convenient Your rating 1 7 1 7 1 1 7 1 7 2 6 2 6 2 2 6 2 6 3 5 3 5 3 3 5 3 5 4 4 4 4 4 4 4 4 4 5 3 5 3 5 5 3 5 3 6 2 6 2 6 6 2 6 2 7 1 7 1 7 7 1 7 1 1 2 3 4 5 6 7 Completely…incompletely 7 .
Consumer Behavior in Online Sports Shopping Center 30 4. What do you think these attributes would rate for Modell’s Shop in your opinion? Attributes for Modell’s Shop Product variety on MLB goods Posted price Discounts frequency Discounts degree Paying convenience Delivery convenience Delivery quickness After-sales service Website(Brand) Image Web shopping sequence convenience Customer Service Information completeness Rating(1…3…7) Monotony…Variety Low…High Rarely…Frequently High…Low Inconvenient…Convenient Inconvenient…Convenient Quickly…Slowly Bad…Good Good…Bad Inconvenient…Convenient Your rating 1 7 1 7 1 1 7 1 7 2 6 2 6 2 2 6 2 6 3 5 3 5 3 3 5 3 5 4 4 4 4 4 4 4 4 4 5 3 5 3 5 5 3 5 3 6 2 6 2 6 6 2 6 2 7 1 7 1 7 7 1 7 1 1 2 3 4 5 6 7 Bad…Good 1 2 6 3 5 4 4 5 3 6 2 7 1 Completely…incompletely 7 .
What do you think these attributes would rate for Easybay Shop in your opinion? Attributes for Eastbay Shop Product variety on MLB goods Posted price Discounts frequency Discounts degree Paying convenience Delivery convenience Delivery quickness After-sales service Website(Brand) Image Web shopping sequence convenience Customer Service Information completeness Rating(1…3…7) Monotony…Variety Low…High Rarely…Frequently High…Low Inconvenient…Convenient Inconvenient…Convenient Quickly…Slowly Bad…Good Good…Bad Inconvenient…Convenient Your rating 1 7 1 7 1 1 7 1 7 2 6 2 6 2 2 6 2 6 3 5 3 5 3 3 5 3 5 4 4 4 4 4 4 4 4 4 5 3 5 3 5 5 3 5 3 6 2 6 2 6 6 2 6 2 7 1 7 1 7 7 1 7 1 1 2 3 4 5 6 7 Bad…Good 1 2 6 3 5 4 4 5 3 6 2 7 1 Completely…incompletely 7 .Consumer Behavior in Online Sports Shopping Center 31 5.
com Shop: . Other Suggestions for MLB.Consumer Behavior in Online Sports Shopping Center 32 6.
Consumer Behavior in Online Sports Shopping Center 33 Appendix 2 Sample Group Data Sample Group From Sample Group From From From From female with * C1 T C11 T C21 T T= Taiwan C6 U C16 T C26 T C7 U C17 T C27 T C8 T C18 T C28 T C2* T C12 T C22 T U=U.A C3 T C13* T C23 T C4 U C14* T C24 T C5 T C15 T C25* T C9 T C19 T C29* T C10 T C20 T C30 T .S.
Consumer Behavior in Online Sports Shopping Center 34 Appendix 3 Sample Group Age Sample Group Afe Sample Age Age Age Age Avg.3 C4 37 C14* 29 C24 23 C5 22 C15 20 C25* 20 . Age C6 21 C16 20 C26 22 C7 21 C17 22 C27 22 femail with * C1 22 C11 24 C21 21 C8 21 C18 22 C28 20 C2* 23 C12 22 C22 24 C9 20 C19 22 C29* 22 C3 25 C13* 21 C23 31 C10 20 C20 21 C30 21 22.
com shop Rating(1…3… 7) B1 B2 B3 B4 B5 B6 B7 B8 B9 B10 B11 B12 Modell’s shop Rating(1…3… 7) D1 D2 D3 D4 D5 D6 D7 D8 D9 D10 D11 D12 Eastbay shop Rating(1…3… 7) E1 E2 E3 E4 E5 E6 E7 E8 E9 E10 E11 E12 .Consumer Behavior in Online Sports Shopping Center 35 Appendix 4 Total Rating Code Sheet Attributes Custome r Beliefs Product Price Discounts F Discounts D Paying Delivery Quickness After-sales Image shopping Customer Informatio n C1 C2 C3 C4 C5 C6 C7 C8 C9 C10 C11 C12 MLB.
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