英语论文网

Ha & Stoel(2004), assumes that all three kind of potential shoppers (purchasers, browsers and searchers) may show different online shopping attitude on a specific site and may consider the advantages of the online apparel shopping in a different way because of their goals. The browsers and not the searchers according to schlosser (2004), affected more from vivid images.

Consumers Attitudes

Darwin (1872) mentioned the attitudes as a physical action of a thought. Fishbein and Ajzen (1975) through their work 'Belief, Attitude, Intention and Behavior : An introduction to Theory and Research' focused on the prediction of the human behavior through their theory of the reasoned actions. Ajzen (1987) developed the theory of the reasoned actions to the theory of planned behavior. The model suggested by Fishbein still is the most popular among researchers but among psychologists is Fazio's (1986) 'attitude accessibility model'.

Fishbein's Multi-attribute Model

Fishbein's claims that the consumers form attributes towards objects on the basis of their beliefs (perceptions and knowledge) about these objects. Since a consumer may hold different beliefs about an object it may be difficult to get the overall perception of a product such as the McDonalds if they are good or bad for the consumers (Perner, 2006).

Within this framework a person's attitude toward an object is a 'function of his beliefs about an object and the implicit evaluative responses associated with those beliefs' (Karjaluoto, 2006). Beliefs are acquired by the processing information, which are obtained from direct experiences with objects and from interaction with other sources. Moreover, if there is a need to understand consumer's attitudes adequately, a determination of the beliefs that form the basis of these attitudes is necessary (Fishbein and Steiner, 1965).

The model focus in three attributes of the attitude:

The salient beliefs people hold about an attitude object, e.g. those beliefs which are the first to come in mind;

Object-attribute linkages, or the probability, that a particular object has an important attribute.

Evaluation of each one of the important attributes.

Upon any case, the model created on assumptions that may prove wrong on everyday practice. At first assumes that exists the ability to specify adequately all the relevant attributes. This model also assumes that he/she will go through the process (formally or informally) of identifying a set of relevant attributes, evaluating them and measuring the overall outcome.

Without any attempt of questioning this model, which is clearly a high-involvement subject, it is still possible that the consumer's attitude will be formed by an overall affective response (Solomon et al., 1992).

Since any kind of object, such as a product or a brand, has numerous attributes (size, features, shape etc), an individual will collect information and develo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。