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9; Temporal & Lee 2001). However, the most important change can be seen in the increasing adaptation of a mass-customisation strategy (Jiang 2004). The new toys produced by high-technology companies, such as the iPod and the Sony Playstation Portable (PSP), deliver apparently unique benefits to consumers, based on their image and preference match (Tomkins 2005; Klein 2000; Temporal & Lee 2001). In order to build an effective branding strategy for current markets, it is therefore necessary to investigate consumers' reasons behind buying high technology.

The Consumer Decision Making Process

'Decision making' is defined as a balanced combination of emotional and rational elements used to keep on looking for alternatives, to make a purchasing decision, or to get off the idea to buy entirely (Schiffman & Kanuk 1994; Witt & Meyer 2004; Hill 2003). Furthermore, the decision making process (refer to Figure 2-2) is a series of steps a consumer or an organisation may go through before choosing a brand or a product (Blackwell & Engel 2005; Jobber & Fahy 2003; Solomon M. et al 2002; Jobber 2007).

This decision making process will be definitely influenced by consumer characteristics (Phillips & Sternthal 1977; Wang et al 2008). Solomon et al (2002) suggest that consumer characteristics can be divided into two factors: demographic and life-style. In this research, some of the important elements of each factor appear in the questionnaire. Table 2-1 maps out the contents of each factor.

A key determinant of the extent to which consumers evaluate a brand is their level of involvement which means the degree of perceived relevance and personal importance accompanying the brand choice (Blackwell & Engel 2005). Jobber (2007) demonstrates that computer purchases are an example of high involvement decision making in Ajzen & Fishbein's (1980) model (refer to Figure 2-3), which suggests that an attitude towards a brand is based on set of beliefs about the brand. High-involvement purchase models have proven more robust in predicting purchase behaviour than low-involvement purchases (Budd & Spencer 1984; Farley et al 1981; Shimp & Kavas 1984). Thus, investigating consumer attitude can be helpful in understanding consumers' purchasing intensions.

Effect of Consumer Attitude/Preference

As we have stepped into the 21st century, the role of attitude has become increasingly important in influencing all aspects of consumer behaviour (Malhotra 2005). During the consumer decision process repeated, consumers have a kind of attitude to purchasing, such as beliefs, opinions, inclinations or biases, called consumer attitude that affects their decision making. More important these attitudes can be influenced and changed if the organisation adopts an effective communication strategy (Goldsmith et al 2000; Haugtvedt et al 1994; Brown & Stayman 1992).

Many studies identify the construct of attitude towards a brand as one of the most important determinants of consumers' behavioural intentions (Fishbein & Ajzen, 1975; Laroche et al 1996). Belk (1988) and Sir本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。