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, 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
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.
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 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
Consumer Behavior in Online Sports Shopping Center 7
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 consumer’s
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 Dunlany’s 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
Research
Method
• Understanding the consumer attitutde
toward online sport shopping centers
• Using Fishbein Model
• Target: MLB.com Shop, Modell's, Eastbay
Reserach
Approach
• Sample size: 30 people(male:25;female:5)
• Age: 20~40
• used to shop on the online shopping center
Research
concultion
• Differenece customer attitudes for MLB.com Shop,
Modell's, Eastbay
• Suggestions for MLB.com Shop
Figure 2 Research Method structure
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.
Consumer Behavior in Online Sports Shopping Center 9
Company Background
We will focus on the online sport shopping centers. There are three major
company, MLB.com Shop, Modell’s, 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
Figure 3 MLB.com Shop
Delivering
System
• DHL delivered
• Aboard
deliver
Consumer Behavior in Online Sports Shopping Center 11
Modell’s
Modell’s 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. Modell’s 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.
Modell’s products are in a small amount. They provide less products and less
variety.Modell’s 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
Figure 4 Modell’s Shop
Delivering
System
• Not mention
• No aboard
deliver
Consumer Behavior in Online Sports Shopping Center 12
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.
Consumer Behavior in Online Sports Shopping Center 13
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.
Eastbay’s 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
Figure 5 Eastbay Shop
Delivering
System
• Not
mentioned
• No aboard
deliver
Consumer Behavior in Online Sports Shopping Center 14
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.
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. 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 Modell’s 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
Modell’s
Eastbay
1. Team’s
1. Team’s shirts
1. Team’s shirts
shirts ,hats, and
jackets…etc
2. Team’s Calendars,
key rings…etc
and
jackets…etc
2. Other sports
equipments
and
jackets…etc
2. Other sports
equipments
3. NIKE,
Adidas,
Timberlands
goods
Price
High
Low
Low
Deliver by
DHL
Not mention
Not mention
Deliver aboard
Yes
No
No
Paying system
Master card or other
credit card
Not mention
Paypal
Table 1 Company Background Analysis
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.
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 consumer’s beliefs about
the brand and its attributes and the consumer’s evaluation of or feelings toward those
attributes.
We can start with this formula:
n
A 0 = ∑ b i 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
Consumer Behavior in Online Sports Shopping Center 17
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
Rating(1…3…7)
Product variety on MLB goods
Posted price
Discounts frequency
Discounts degree
Paying convenience
Delivery convenience
Monotony…Variety
High…Low
Rarely…Frequently
Low…High
Inconvenient…Convenient
Inconvenient…Convenient
Delivery quickness
After-sales service
Website(Brand) Image
Web shopping sequence convenience
Customer Service
Information completeness
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. 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
Consumer Behavior in Online Sports Shopping Center 18
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.
Customer Believes Rating(1…3…7)
Attributes
Product variety on MLB goods
Posted price
7
2
Discounts frequency
Discounts degree
7
6
Paying convenience
Delivery convenience
2
7
Delivery quickness
6
After-sales service
3
Website(Brand) Image
4
Web shopping sequence convenience
1
Customer Service
3
Information completeness
3
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
don’t 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, Modell’s, and Eastbay.
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
MLB.com shop
Rating(1…3…7)
Modell’s shop
Rating(1…3…7)
Eastbay shop
Rating(1…3…7)
Product variety on
MLB goods
7
3
5
Posted price
1
5
6
Discounts frequency
Discounts degree
2
1
5
4
7
6
Paying convenience
Delivery convenience
5
5
3
2
5
3
Delivery quickness
6
3
3
After-sales service
Website(Brand) Image
7
3
5
6
4
7
Web shopping
sequence
6
5
3
6
5
3
6
3
4
convenience
Customer Service
Information
completeness
Table 4 Attributes Rating for Online Shopping Center
To calculate the consumer’s attitude about each brand of online sport shopping
center, we use the Original Fishbein Attitude Model, multiply the attribute evaluations
time the brand’s rating and sum for each brand.
Consumer Behavior in Online Sports Shopping Center 20
Brands rating
To simplify the table above, we shorten the first letter in each attribute. Using the
equation below,
n
A 0 = ∑ b i ei
i=1
We can get the following table (See Table 4).
𝐀𝟎
𝐞𝐢
Customer Believes
Rating(1…3…7)
Attributes
𝐛𝐢
MLB.com shop
Rating(1…3…7)
𝐛𝐢
Modell’s shop
Rating(1…3…7)
𝐛𝐢
Eastbay shop
Rating(1…3…7)
Product
Price
7
2
7
1
3
5
5
6
DiscountsF
DiscountsD
7
6
2
1
5
4
7
6
Paying
Delivery
2
7
5
5
3
2
5
3
Quickness
6
6
3
3
After-sales
Image
3
4
7
3
5
6
4
7
shopping
Customer
1
3
6
6
5
5
3
3
Information
3
6
3
4
227
196
245
Sum
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, Modell’s 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.
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). It can help us to simplify the result.
7
6
Rating
5
4
Customer Believes
MLB.com shop
3
Modell’s shop
2
Eastbay shop
1
0
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 customer’s 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 Shop’s competitors have good brand image,
low posted price, and most important of all, discounts. Eastbay shop does it pretty
Consumer Behavior in Online Sports Shopping Center 22
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.
Consumer Behavior in Online Sports Shopping Center 23
Conclusions
Based on previous analysis, we can give an SWOT analysis of MLB.com Shop.
MLB.com Shop SWOT Analysis
Internal
Strength
Weakness
1.
2.
3.
4.
1. High Posted Price
2. Seldom Discounts
3. Low Brand Image
Product Varity(for MLB goods)
Delivering Policy
Customer Service
Easy paying
External
Opportunities
Threat
1. Online Shopping Users Growing
2. More International buyers
3. Online Paying Security Required
Recently
1. Low-Price war
2. Online Competitors Growing
3. Online Auction site
Table 6 MLB.com Shop Analysis
MLB.com Shop has the strengths in product, delivering, good customer service
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 Shop’s 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
Consumer Behavior in Online Sports Shopping Center 24
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 company’s image. Because of growing online competitors, MLB.com
Shop should focus on their original customers and extend their publicity.
Consumer Behavior in Online Sports Shopping Center 25
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
Consumer Behavior in Online Sports Shopping Center 26
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
Consumer Behavior in Online Sports Shopping Center 27
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?
Consumer Behavior in Online Sports Shopping Center 28
Appendix 1 Questionaire
Online Shopping Center survey
for MLB.com Shop, Modell’s, 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
Rating(1…3…7)
Your rating
Product variety on
MLB goods
Monotony…Variety
1
2
3
4
5
6
7
Posted price
Low…High
7
6
5
4
3
2
1
Discounts frequency
Rarely…Frequently
1
2
3
4
5
6
7
Discounts degree
High…Low
7
6
5
4
3
2
1
Paying convenience
Inconvenient…Convenient
1
2
3
4
5
6
7
Delivery
convenience
Inconvenient…Convenient
1
2
3
4
5
6
7
Delivery quickness
Quickly…Slowly
7
6
5
4
3
2
1
After-sales service
Bad…Good
1
2
3
4
5
6
7
Website(Brand)
Image
Good…Bad
7
6
5
4
3
2
1
Web shopping
sequence
Inconvenient…Convenient
1
2
3
4
5
6
7
Customer Service
Bad…Good
1
2
3
4
5
6
7
Information
completeness
Completely…incompletely 7
6
5
4
3
2
1
convenience
Consumer Behavior in Online Sports Shopping Center 29
3. What do you think these attributes would rate for MLB.com Shop in your opinion?
Attributes for
MLB.com Shop
Rating(1…3…7)
Your rating
Product variety on
MLB goods
Monotony…Variety
1
2
3
4
5
6
7
Posted price
Low…High
7
6
5
4
3
2
1
Discounts frequency
Rarely…Frequently
1
2
3
4
5
6
7
Discounts degree
High…Low
7
6
5
4
3
2
1
Paying convenience
Inconvenient…Convenient
1
2
3
4
5
6
7
Delivery
convenience
Inconvenient…Convenient
1
2
3
4
5
6
7
Delivery quickness
Quickly…Slowly
7
6
5
4
3
2
1
After-sales service
Bad…Good
1
2
3
4
5
6
7
Website(Brand)
Image
Good…Bad
7
6
5
4
3
2
1
Web shopping
sequence
Inconvenient…Convenient
1
2
3
4
5
6
7
Customer Service
Bad…Good
1
2
3
4
5
6
7
Information
completeness
Completely…incompletely 7
6
5
4
3
2
1
convenience
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
Rating(1…3…7)
Your rating
Product variety on
MLB goods
Monotony…Variety
1
2
3
4
5
6
7
Posted price
Low…High
7
6
5
4
3
2
1
Discounts frequency
Rarely…Frequently
1
2
3
4
5
6
7
Discounts degree
High…Low
7
6
5
4
3
2
1
Paying convenience
Inconvenient…Convenient
1
2
3
4
5
6
7
Delivery
convenience
Inconvenient…Convenient
1
2
3
4
5
6
7
Delivery quickness
Quickly…Slowly
7
6
5
4
3
2
1
After-sales service
Bad…Good
1
2
3
4
5
6
7
Website(Brand)
Image
Good…Bad
7
6
5
4
3
2
1
Web shopping
sequence
Inconvenient…Convenient
1
2
3
4
5
6
7
Customer Service
Bad…Good
1
2
3
4
5
6
7
Information
completeness
Completely…incompletely 7
6
5
4
3
2
1
convenience
Consumer Behavior in Online Sports Shopping Center 31
5. What do you think these attributes would rate for Easybay Shop in your opinion?
Attributes for
Eastbay Shop
Rating(1…3…7)
Your rating
Product variety on
MLB goods
Monotony…Variety
1
2
3
4
5
6
7
Posted price
Low…High
7
6
5
4
3
2
1
Discounts frequency
Rarely…Frequently
1
2
3
4
5
6
7
Discounts degree
High…Low
7
6
5
4
3
2
1
Paying convenience
Inconvenient…Convenient
1
2
3
4
5
6
7
Delivery
convenience
Inconvenient…Convenient
1
2
3
4
5
6
7
Delivery quickness
Quickly…Slowly
7
6
5
4
3
2
1
After-sales service
Bad…Good
1
2
3
4
5
6
7
Website(Brand)
Image
Good…Bad
7
6
5
4
3
2
1
Web shopping
sequence
Inconvenient…Convenient
1
2
3
4
5
6
7
Customer Service
Bad…Good
1
2
3
4
5
6
7
Information
Completely…incompletely 7
6
5
4
3
2
1
convenience
completeness
Consumer Behavior in Online Sports Shopping Center 32
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
C6
U
C16
T
C26
T
C7
U
C17
T
C27
T
female with *
C1
T
C11
T
C21
T
C2*
T
C12
T
C22
T
T=
Taiwan
U=U.S.A
C8
T
C18
T
C28
T
C9
T
C19
T
C29*
T
C3
T
C13*
T
C23
T
C10
T
C20
T
C30
T
C4
U
C14*
T
C24
T
C5
T
C15
T
C25*
T
Consumer Behavior in Online Sports Shopping Center 34
Appendix 3 Sample Group Age
Sample Group Afe
Sample Age
femail with *
C1
22
C11
24
C21
21
Age
Age
Age
C2*
23
C12
22
C22
24
C3
25
C13*
21
C23
31
Avg. Age
C6
21
C7
21
C8
21
C9
20
C10
20
C16
20
C26
22
C17
22
C27
22
C18
22
C28
20
C19
22
C29*
22
C20
21
C30
21
22.3
C4
37
C14*
29
C24
23
C5
22
C15
20
C25*
20
Consumer Behavior in Online Sports Shopping Center 35
Appendix 4 Total Rating Code Sheet
Attributes
Custome
r Beliefs
Modell’s shop
Eastbay shop
Rating(1…3…
7)
D1
D2
Rating(1…3…
7)
E1
E2
Product
Price
C1
C2
MLB.com
shop
Rating(1…3…
7)
B1
B2
Discounts
F
Discounts
D
Paying
Delivery
Quickness
C3
B3
D3
E3
C4
B4
D4
E4
C5
C6
C7
B5
B6
B7
D5
D6
D7
E5
E6
E7
After-sales
C8
B8
D8
E8
Image
C9
B9
D9
E9
shopping
C10
B10
D10
E10
Customer
C11
B11
D11
E11
Informatio
n
C12
B12
D12
E12
Consumer Behavior in Online Sports Shopping Center 36
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