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

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

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

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

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

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

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

Research Result Understanding Consumer Behavior in Online Sports Shopping Center

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

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

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

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

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

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