Consumer Behavior in Online Sports Shopping Center 1

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

Abstract

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, Modells, 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

Introduction
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.

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The purposes of this study are as follows: (1) Understanding the consumer attitude toward online sport shopping center. (2) Difference between MLB.com Shop and other competitors by using Fishbein Model (3) Suggestions for MLB.com Shop

Consumer Behavior in Online Sports Shopping Center 5

Literature Review
Consumers attitude is basically believes of consumptions. In the past, there are many articles discussing the behavior of consumers. In the consumer decision-making process, there are several attitudes that would affect customers decision. Several authors are famous of their consumer decision-making process, such as Howard, Nicosia, Engel, Fishbein, etc. In The Theory of Buyer Behavior (Howard, J.A., and Sheth, J.N,1969)], Howard and Sheth suggested that the buying decisions are based on three major levels: (1) Extensive Problem Solving; (2) Limited Problem Solving; (3) Routine Problem Solving. And there are four variables for this model, (1) input factors (2) Construction of perception and learning (3) the results of outputs (4) external variables. On the other hand, Consumer Decision Process (Nicosia,1968) suggested that the consumers behaviors are different from manufacturers characteristics and the consumer features. In the process of decision-making, this model can be divided into four main parts: (1) External message (2) Information collections and programs assessment (3) Purchase action (4) Information feedback. The most important and most complete model for customers behavior is EKB model (Engel, J.F., Kollat, D. and Blackwell,1968). In 1968. EKB model includes five main parts: (1) data entry; (2) information processing; (3) the decision-making

Consumer Behavior in Online Sports Shopping Center 6

process; (4) decision-making process variables; (5) outside influence. The decision-making process is the most important part of the EKB model which can be divided into five stages: (1) Problem Recognition; (2) Search; (3) Alternatives Evaluation; (4) Purchase option; (5) Purchase result. 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 convenience and the variety of goods. In the Marketing Management written by Kotler and Keller, they mention about consumer behavior. The starting point for understanding consumer behavior is the stimulus-response model. Fig.1 shows the Model of Consumer behavior.

Figure 1 Model of Consumer Behavior

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There are many external and internal factors that would affect the consumer behavior. In this study, we try to define the attitudes that would affect consumers purchase decision. We can use Fishbein model (Fishbein, M., I. Ajzen, 1975) to elaborate the customers buying attitudes toward our research target. Fishbein Model was put forward by Martin Fishbein and Ieck Ajzen in1975. This model was basically originated from Dunlanys theory of prepositional control. In this model, we firstly define the attributes toward the target. Second, we let the consumers determine the importance of each attribute for them and for the companies. Finally, we plus all attributes together and discuss the final consumers buying attitudes.

Consumer Behavior in Online Sports Shopping Center 8

Research structure
After reviewing the literature, we can draw architecture of research concept. 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.com Shop, Modell's, Eastbay Sample size: 30 people(male:25;female:5) Age: 20~40 used to shop on the online shopping center Differenece customer attitudes for MLB.com Shop, Modell's, Eastbay Suggestions for MLB.com Shop
Figure 2 Research Method structure

Research Method

Reserach Approach

Research concultion

Basically, 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, we design questionnaires and using Fishbein Model to find out the consumers beliefs and attitudes.

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Company Background
We will focus on the online sport shopping centers. There are three major company, MLB.com Shop, Modells, and Eastbay. These three companies are selling online sports goods and can deliver around the North America.

MLB.com Shop
MLB.com Shop is an online shopping center for all the MLB merchandises. It sells baseball T-shirts, baseball jackets and some other equipments. Customers can register their accounts by giving some personal information. They can use their accounts to shop online in MLB.com Shop. Using the online shopping cart, they can collect the T-shirts, Jackets on the internet. Customers must pay the bill by using credit cards. After MLB.com Shop checked the bills, MLB.com Shop will deliver their product by DHL. MLB.com Shop works with DHL in order to deliver quickly in America. Outside America, you still can have it delivered by DHL. The international express delivery is the main way to do this. In Taiwan, the delivery policy is stated below: Most items may be shipped via International Express Delivery service. You can expect your order to arrive within 3-7 full business days. Business days are Monday-Friday, excluding federal holidays within the United States. Any order being

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. You are considered the importer of record and must comply with all applicable laws and regulations. In some regions you should allow additional delivery time due to customs delays. (From MLB.com Shop) MLB.com Shop has many products that other online shop cannot provide. It sells team calendars, team dolls, key rings, players signatures, etc. Most of their products online can be bought in the stadium of each team.

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

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Modells
Modells sporting goods is an online shopping center which sales mainly sports goods. Modell's Sporting Goods is the nation's oldest, family-owned and operated, retailer of sporting goods, sporting apparel, menswear and brand name athletic footwear. Modells.com currently offers a large collection of products from top name brands in the sporting goods and apparel business. They not only sell MLB products, but also other leagues goods. Modells provide better price below the MLB.com Shop. But on the other hand, they do not have as much products as MLB.com Shop. Recently, they started to provide something else such as bags, games, etc. Modells products are in a small amount. They provide less products and less variety.Modells delivery varies with customers. Customers in America can chose different kind of delivering methods. Originally delivery may cost at least 6 to 10 days when product arrived.

Customer Order Using accounts Online shopping cart order

Paying system Online credit card paid

Delivering System Not mention No aboard deliver

Figure 4 Modells Shop

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Eastbay
Eastbay is a leading world supplier of athletic footwear, apparel and sports equipment. It was established to meet the performance needs of local high school and college athletes within Central Wisconsin. Originally viewed as a grassroots project, this venture grew into a worldwide direct mail catalog and internet sales conglomerate featuring top athletic brands such as Addidas, New Balance, and Nike. 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. With little more than $7,000 worth of running shoes and a dream, the pair took to the road and set up shoe clinics near their Wausau, WI hometown. At each stop they educated attendees with the benefits of their shoes and provided descriptive price lists. Eastbay also established its own clothing brand in 1990, offering jackets, pants, shorts and tops in a variety of team colors and styles, all featuring the signature Eastbay logo.

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Eastbay shop is not only an online sport shopping center. It sells clothing and shoes in different brand. You can easily find NIKE or Timberland in this site. Started with many products, Eastbay now develop their site into an online shopping center which attracts teenagers, students, and youngster. Eastbay is like an RT-Mart in Taiwan. It provides many products in many brands, also lowest price. For paying convenience, Eastbay provide online user using Paypal for the bills. It is much more convenient and safety for customers. Eastbays standard delivery takes 8 to 10 days. They also have Express delivery and Next-day delivery. It may cost US$6.99 for standard delivery, US$18.98 for Express delivery, and US$31.98 for Next-day delivery for one item.

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

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Environment Analysis
Recently, more and more online shopping centers grow up due to Internet. Internet has changed some behavior that we used to. People now can easily gather information and start a business online. Because of the rapidly changed society behavior, more and more potential e-buyers surf online to see if they can get something cheap with good quality. The shopping centers have something in common. They not only sell the sport product, but also T-shirts, shoes, etc. They can gather the customers who want to shop not only the sport goods, but also other equipments. Eastbay is the most famous online shopping center in USA. Although the products might vary with different sites, they are basically online sport shopping centers. There are still many competitors that now in the online sport markets. Besides these sites, the online auction sites are competitors in this market. Many auctioneers sell their sport products for people outside America. That is how eBay and Yahoo Auction site started. Because growing e-commerce, more people now consider safety rather than cheap. They want security for their personal privacy and their money. MLB.com shop now is working with MasterCard to provide a secure online paying system. Eastbay now is working with Paypal to make sure that customers money is well secured.

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Company and Environment Conclusion

Based on the previous company background, we can draw Table 1 about different online sport shopping centers. We have to mention that because these companies are located in America. There are a lot of problems in aboard delivering. The delivering policy is a problem for these sites. For customers in Taiwan, MLB.com provides the best delivering policy. Both Modells and Eastbay does not provide an aboard delivering policy. Customers outside America would have to spend a lot of money on shipping fees and customs duties. And this reduce the will of buying the goods. MLB.com Shop Product 1. Teams shirts ,hats, and jacketsetc 2. Teams Calendars, key ringsetc Modells 1. Teams shirts and jacketsetc 2. Other sports equipments Eastbay 1. Teams shirts and jacketsetc 2. Other sports equipments 3. NIKE, Adidas, 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

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Research Method and design

In the beginning we have to figure out the Fishbein Model and design our questionnaire.

Fishbein Attitude Model

In order to get the basic attitude toward each online sport shopping center, we decide to use Fishbein Model. By using this model, we can easily get the affective responses to a brand consist of the strength or weakness of a consumers beliefs about the brand and its attributes and the consumers evaluation of or feelings toward those attributes. We can start with this formula:
n

A 0 = bi ei
i=1

Where Ao =

Attitude toward the object (brand)

bi = belief about the brands 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

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Questionaire
In the research, we want to understand how customers think about the performance in each online sport shopping center. We want to figure out how these stores do in product, price, promotion, place, etc. Base on this, we can construct the following attributes (See Table 2) for online sport shopping center. For complete questionnaires, we can see in Appendix 1.

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(137) MonotonyVariety HighLow RarelyFrequently LowHigh InconvenientConvenient InconvenientConvenient SlowlyQuickly BadGood BadGood InconvenientConvenient BadGood IncompletelyCompletely

Table 2 Consumer Attitude Rating for Online Shopping Center Sampling unit/size/procedure We set up the sample plan. The Sampling size is 30 people whose age is in 20~40 and who have used all these online shopping centers. In the sample group, there are 25 males and 5 females. Because we basically target on MLB.com Shop, there would be more male customers than female in baseball sport. Most of our target

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sample group is online seller in Taiwan. They order the products online, deliver the products to Taiwan, and send it to its customers. This sample group can help us define the customer believes rating toward these attributes. We gather the entire response questionnaires and construct the following table (See Table 3). For further sample size review, you can see in Appendix 2. 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, we can find out customers believe that product variety, discounts frequency, and delivery convenience is important. On the other hand, they dont think web shopping sequence convenience is important at all. We then want to figure out how customers think about these attributes toward different online sport shopping centers. We selected three different brands: MLB.com Shop, Modells, and Eastbay. Customer Believes Rating(137) 7 2 7 6 2 7 6 3 4 1 3 3

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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.com shop Rating(137) 7 1 2 1 5 5 6 7 3 6

Modells shop Rating(137) 3 5 5 4 3 2 3 5 6 5

Eastbay shop Rating(137) 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 consumers attitude about each brand of online sport shopping center, we use the Original Fishbein Attitude Model, multiply the attribute evaluations time the brands rating and sum for each brand.

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Brands rating
To simplify the table above, we shorten the first letter in each attribute. Using the equation below,
n

A 0 = bi ei
i=1

We can get the following table (See Table 4).

Attributes Product Price DiscountsF DiscountsD Paying Delivery Quickness After-sales Image shopping Customer Information Sum

Customer Believes Rating(137) 7 2 7 6 2 7 6 3 4 1 3 3

MLB.com shop Rating(137) 7 1 2 1 5 5 6 7 3 6 6 6 227

Modells shop Rating(137) 3 5 5 4 3 2 3 5 6 5 5 3 196

Eastbay shop Rating(137) 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, we can see that the Attitude score for MLB.com Shop is 227, Modells is 196, and Eastbay got 245. The Total perfect score is 357. Observing this table, we can find out the Eastbay shop performs the best in these companies.

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We can easily describe customer attitudes toward these three brands by graphing the table (See Figure 6). It can help us to simplify the result.

7 6 5 4 Customer Believes 3 2 1 0 MLB.com shop Modells shop Eastbay shop

Rating

Figure 6 Consumer Attitude Attributes for Online Shopping Center Observing Figure 6, MLB.com Shop does well on its product variety, delivering convenience, shopping convenience, customer service, and Information for shopping. But for customers believes, it is very important to have discounts frequently and delivery quickly and easily. Although MLB.com has the fastest delivery, they still not in the first position.MLB.com shop seldom gives discounts. That is the major reason why their score is so low. On the other hand, both of MLB.com Shops competitors have good brand image, low posted price, and most important of all, discounts. Eastbay shop does it pretty

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well. It has the lowest price and discounts. Eastbay does not provide well delivery, but they can catch up on other attitudes. The other reason why Eastbay is so successful is that the brand image. Because it cost less for customers, customers think of Eastbay when they want something in sport.

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Conclusions
Based on previous analysis, we can give an SWOT analysis of MLB.com Shop. MLB.com Shop SWOT Analysis Strength 1. 2. 3. 4. Product Varity(for MLB goods) Delivering Policy Customer Service Easy paying Weakness 1. High Posted Price 2. Seldom Discounts 3. Low Brand Image Threat 1. Low-Price war 2. Online Competitors Growing 3. Online Auction site

and easy paying system. The weakness is that pricing, discounting and low brand image. In our research, we figure out that MLB.com does not have good brand image. On the other hand, both of MLB.com Shops competitors have good brand image, low posted price, and most important of all, discounts. Eastbay shop does it pretty well. It has the lowest price and discounts. Eastbay does not provide well delivery, but they can catch up in other attitudes. Although the discounts may affect the rating for MLB.com Shop, we still believe that giving a lot of discounts is not a good way to survive. MLB.com Shop now has the great customer service and delivering policy. If they spend too much on lowering

Internal External

Opportunities 1. Online Shopping Users Growing 2. More International buyers 3. Online Paying Security Required Recently

Table 6 MLB.com Shop Analysis MLB.com Shop has the strengths in product, delivering, good customer service

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the price and giving discounts, they might not provide the service as well as right now. The low-price war should be avoided. MLB.com Shop should concentrate on building the companys image. Because of growing online competitors, MLB.com Shop should focus on their original customers and extend their publicity.

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Suggestions for MLB.com Shop

Here we suggest MLB.com Shop should do some changes to create more online business. Suggestions for MLB.com Shop Short-term Policy 1. Discounts specially for existing members 2. Discounts specially for new members 3. Promotion and Advertising 4. Bundle with MLB.com Long-term Policy 1. 2. 3. 4. 5. 6. Maintain product quality Maintain good customer service Improve Relationship between MLB.com Shop and members Improve aboard delivering policy Start international business Build brand image with members Table 7 Suggestions for MLB.com Shop We suggest that in short-term policy, MLB.com should quickly spread its site to everyone who goes online shopping. By giving discounts to existing members more often can grab the customers hearts. Giving the discounts for new members is a good way to extend their publicity. Potential e-buyers may step into the MLB.com Shop for the 20% discounts. MLB.com Shop also needs to advertise frequently. There are still many potential e-buyers online. By bounding the MLB.com and MLB.com Shop is the best way to do it. MLB.com Shop still can work with other portal sites. By doing this, MLB.com can

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quickly be famous around the world by. MLB.com Shop is a subsidiary of MLB.com. We believe MLB.com Shop should use the brand of MLB.com efficiently. Bundle with the MLB games ticket saling would be a good way connecting MLB.com with MLB.com Shop. As the internet grows rapidly, society buying behavior has changed. More and more aboard online buyers would emerge to find their product online. Based on the previous introduction, we can assume that online shopping market is now growing quickly. MLB.com Shop should grab the chance and use its competitive advantages to build its international market. For instance, there are more than two hundred thousand people watching baseball in Taiwan (TVBS, 2007). Due to the New York Yankees pitcher Wang Chien-Ming, the number of people watching MLB games increase dramatically. MLB.com Shop can easily start from here and be the 1st market leader in Taiwan because there are almost no competitors. Not only going aboard, we suggest some other long-term policy for MLB.com Shop. The long-term policy is retaining its original customer and building up brand image internationally. We want the customers who have been shopping in MLB.com Shop buy their products nowhere else. Improving the delivering policy and relationship with customers will be a good way to set up good brand image internationally. Since MLB.com Shop now has a good reputation about customer

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service, all they have to do is maintaining. Members outlet is a way to provide members unique buying experience. Right now all the online sport shopping centers want the customer to create their accounts only to gather the customer information. MLB.com Shop has numerous goods that other sites cannot provide. Creating the members outlet can let many potential e-buyers join MLB.com Shop, and building the positive company image for MLB.com Shop. Future Research We would suggest the researcher can target on the following problem: (1) Where is the second place MLB.com Shop should start its business? (2) E-commerce V.S. traditional commerce. Should MLB.com Shop open a store aboard?

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Appendix 1 Questionaire

Online Shopping Center survey for MLB.com Shop, Modells, Eastbay

1. Respondents data: Age: ; Sex : male female From: ; 2. 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 BadGood 1 2 6 3 5 4 4 5 3 6 2 7 1 Rating(137) MonotonyVariety LowHigh RarelyFrequently HighLow InconvenientConvenient InconvenientConvenient QuicklySlowly BadGood GoodBad InconvenientConvenient 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

Completelyincompletely 7

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3. What do you think these attributes would rate for MLB.com Shop in your opinion? Attributes for MLB.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 BadGood 1 2 6 3 5 4 4 5 3 6 2 7 1 Rating(137) MonotonyVariety LowHigh RarelyFrequently HighLow InconvenientConvenient InconvenientConvenient QuicklySlowly BadGood GoodBad InconvenientConvenient 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

Completelyincompletely 7

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4. What do you think these attributes would rate for Modells Shop in your opinion?

Attributes for Modells 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(137) MonotonyVariety LowHigh RarelyFrequently HighLow InconvenientConvenient InconvenientConvenient QuicklySlowly BadGood GoodBad InconvenientConvenient

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

BadGood

2 6

3 5

4 4

5 3

6 2

7 1

Completelyincompletely 7

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5. 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(137) MonotonyVariety LowHigh RarelyFrequently HighLow InconvenientConvenient InconvenientConvenient QuicklySlowly BadGood GoodBad InconvenientConvenient

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

BadGood

2 6

3 5

4 4

5 3

6 2

7 1

Completelyincompletely 7

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6. Other Suggestions for MLB.com Shop:

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.S.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

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Appendix 3 Sample Group Age

Sample Group Afe Sample Age Age Age Age Avg. 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 22.3 C4 37 C14* 29 C24 23 C5 22 C15 20 C25* 20

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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.com shop Rating(13 7) B1 B2 B3 B4 B5 B6 B7 B8 B9 B10 B11 B12

Modells shop Rating(13 7) D1 D2 D3 D4 D5 D6 D7 D8 D9 D10 D11 D12

Eastbay shop Rating(13 7) E1 E2 E3 E4 E5 E6 E7 E8 E9 E10 E11 E12

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Reference
Conway, C. 1994. The 1994 Home Shopping Report. New York : Jupiter Communication. Howard, J.A., & Sheth, J.N.1969. The Theory of Buyer Behavior, New York , John Wiley &Sons , p.30 Nicosia, F. M. 1968. Consumer Decision Process,Marketing and Advertising Implication, Prentice-Hall Inc., P.29. Engel, J.F., Kollat, D., & Blackwell, R. D. 1982. Consumer Behavior, 4th ed., Taipei , Hwa-Tai Co. Fishbein, M., & I. Ajzen. 1975. Belief, Attitude,Intention and Behavior : An Introduction to Theory& Research : Reading, Massactusetts : .1999., . VI.Fishbein(Attitude)Model. Retrieved January 04, 2009 , from www.bm.ust.hk/~mark242/project_details.doc TVBS news, Retrieved January 04, 2009, From http://www.tvbs.com.tw/NEWS/NEWS_LIST.asp?no=ghost20071214193646

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, The Empirical Study of the Consumers Decision Process and the Behavior after Purchase in Internet. Retrieved January 01, 2009, from www.csu.edu.tw/csitshow/Hmanager/91data/415.doc