Consumer Attitude Towards Home Shopping Essay

Reynolds (1965) noted that "an image is the mental construct developed by the consumer on the basis of a few selected impressions among the flood of the total impressions; it comes into being through a creative process in which these selected impressions are elaborated, embellished, and ordered". Kotler (2001) defined image as "the set of beliefs, ideas, and impression that a person holds regarding an object". On the other hand, A similar definition to Keller's was proposed by Aaker (1991), whereby brand image is referred to as "a set of associations, usually organized in some meaningful way". Biel (1992) however defined brand image as "a cluster of attributes and associations that consumers connect to the brand name". Brand image represents

Darden and Dorsch (1990) suggested that because consumers have a number of alternative shopping forms to choose from, perceived risk plays a role in influencing their choice of shopping mode. Empirical studies indicate that for expensive items, the level of perceived risk influences the store selection process (Hirsch, Dornoff, & Kernan, 1972; Korgaonkar,1982).Researchers have proposed that the inability to inspect merchandise in home shopping leads to higher perceived risk, which affects consumers’ intentions to shop from home (Cox, 1967; Festervand et al., 1986; Jasper & Ouellette, 1994; Spence et al., 1970).On the basis of their research, StanforthandLennon(1996)suggested that television apparel shoppers intend to make additional apparel purchases from television because their previous experience with television shopping moderated perceived risks. However, non apparel television shoppers tended to be more concerned with the inability to seek information about apparel sold on television and werelesslikelytoplanonmakingfutureapparelpurchasesfromtele- vision. Together, these studies suggest that the problem of prepurhase merchandise assessment associated with home shopping has not been