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 Using Fishbein Model
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
Understanding Consumer Behavior in Online Sports Shopping Center

5. Company & Environment Analysis
MLB.com Shop
Modell’s
Eastbay
Product
Team’s shirts ,hats, and jackets…etc
Team’s Calendars, key rings…etc
Team’s shirts and jackets…etc
Other sports equipments
NIKE, Adidas, Timberlands goods
Price
High
Low
Deliver by
DHL
Not mention
Deliver aboard
Yes No
Paying system
Master card or other credit card
Paypal
Understanding Consumer Behavior in Online Sports Shopping Center

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. Customer Believes Rating(1…3…7)
Research Result
Attributes
Customer Believes Rating(1…3…7)
MLB.com shop
Rating(1…3…7)
Modell’s shop
Eastbay shop
Product 7 3 5
Price 2 1 6
DiscountsF
DiscountsD 4
Paying
Delivery
Quickness
After-sales
Image
shopping
Customer
Information
Sum
227
196
245
Understanding Consumer Behavior in Online Sports Shopping Center

8. Research Result
Understanding Consumer Behavior in Online Sports Shopping Center

9. Research Result MLB.com Shop Customer believes
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 MLB.com Shop SWOT Analysis Strength Weakness
Internal
Product Varity(for MLB goods)
Delivering Policy
Customer Service
Easy paying
High Posted Price
Seldom Discounts
Low Brand Image
Opportunities
Threat
External
Online Shopping Users Growing
More International buyers
Online Paying Security Required Recently
Low-Price war
Online Competitors Growing
Online Auction site
Understanding Consumer Behavior in Online Sports Shopping Center

11. Suggestions for MLB.com Shop
Short-term Policy
Discounts specially for existing members
Discounts specially for new members
Promotion and Advertising
Bundle with MLB.com
Long-term Policy
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
Understanding Consumer Behavior in Online Sports Shopping Center

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