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Understanding Consumer Behavior in Online Sports Shopping Center Ronald Yu 9421065 Professor: Dr. Trappey National Chiao Tung University Understanding.

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Presentation on theme: "Understanding Consumer Behavior in Online Sports Shopping Center Ronald Yu 9421065 Professor: Dr. Trappey National Chiao Tung University Understanding."— Presentation transcript:

1 Understanding Consumer Behavior in Online Sports Shopping Center Ronald Yu Professor: Dr. Trappey National Chiao Tung University Understanding Consumer Behavior in Online Sports Shopping Center

2 Research Topic Understanding the consumer behavior is the major success key in online commerce. Main research target Main competitor Understanding Consumer Behavior in Online Sports Shopping Center

3 Research Purpose Understanding the consumer attitude toward online sport shopping center. Difference between MLB.com Shop and other competitors by using Fishbein Model Suggestions for MLB.com Shop Understanding Consumer Behavior in Online Sports Shopping Center

4 Research Method Understanding Consumer Behavior in Online Sports Shopping Center Research problem Understanding the consumer attitutde toward online sport shopping centers Research Method 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

5 Company & Environment Analysis Understanding Consumer Behavior in Online Sports Shopping Center MLB.com ShopModellsEastbay Product 1.Teams shirts,hats, and jackets…etc 2.Teams Calendars, key rings…etc 1.Teams shirts and jackets…et c 2.Other sports equipments 1.Teams shirts and jackets…et c 2.Other sports equipments 3.NIKE, Adidas, Timberland s goods Price HighLow Deliver by DHLNot mention Deliver aboard YesNo Paying system Master card or other credit card Not mentionPaypal

6 Research method In this research, we use Fishbein Model to figure out the customer belief and the brand attitude Sample Group: Age: 20~40 # : 30 (male: 25 ; female: 5) Understanding Consumer Behavior in Online Sports Shopping Center

7 Research Result Understanding Consumer Behavior in Online Sports Shopping Center Attributes Customer Believes Rating(1…3…7) MLB.com shop Rating(1…3…7) Modells shop Rating(1…3…7) Eastbay shop Rating(1…3…7) Product 7735 Price 2156 DiscountsF 7257 DiscountsD 6146 Paying 2535 Delivery 7523 Quickness 6633 After-sales 3754 Image 4367 shopping 1653 Customer 3653 Informatio n 3634 Sum

8 Research Result Understanding Consumer Behavior in Online Sports Shopping Center

9 Research Result MLB.com Shop Good: product variety, delivering convenience, shopping convenience, customer service, and Information for shopping. Weak: good brand image, low posted price, discounts. Customer believes discounts frequently delivery quickly and easily Understanding Consumer Behavior in Online Sports Shopping Center

10 SWOT on MLB.com Shop Understanding Consumer Behavior in Online Sports Shopping Center MLB.com Shop SWOT Analysis StrengthWeakness Internal 1.Product Varity(for MLB goods) 2.Delivering Policy 3.Customer Service 4.Easy paying 1.High Posted Price 2.Seldom Discounts 3.Low Brand Image OpportunitiesThreat External 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

11 Suggestions for MLB.com Shop Understanding Consumer Behavior in Online Sports Shopping Center 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.Maintain product quality 2.Maintain good customer service 3.Improve Relationship between MLB.com Shop and members 4.Improve aboard delivering policy 5.Start international business 6.Build brand image with members

12 Short term suggestions for MLB.com Shop Discounts For Members discounts to existing members more often discounts for new members 20% discounts for new entry members Create publicity Stay in good CRM Bund with MLB.com Understanding Consumer Behavior in Online Sports Shopping Center

13 Long term suggestions for MLB.com Shop Maintain its original customer and build up brand image internationally Go Global Improving the delivering policy relationship with customers Members outlet Understanding Consumer Behavior in Online Sports Shopping Center

14 Future Research Where is the second place MLB.com Shop should start its business? E-commerce V.S. traditional commerce. Should MLB.com Shop open a store aboard? Understanding Consumer Behavior in Online Sports Shopping Center


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