The Fishbein Behavioral Intention ModelSOYEON SHIM is currently an associate professor in the areas of consumer and merchandising in the Division of Merchandising. Consumer Studies and Design at the University of Arizona. Tucson. Prior to this position, she was a faculty member in merchandising at Colorado State University She received her PhD from the University of Tennessee, Knoxville. in I986 and her Master of Science from Yonsei University of Seoul, Korea, in 1983. She is recipient of several outstanding paper awards given by various associations. Her current research interests include a variety of topics related to direct marketing such as market segmentation, satisfactions, perceived risks, and shopping orientations of electronic and catalog shoppers She has published widely in professionaljournals. ABSTRACTBy utilizing the Fishbein Behavioral Intention theoretical framework, this study examined consumers' intention to use an electronic shopping mode. First, the Fishbein Behavioral Intention Model was tested in the context of electronic shopping in order to determine the importance of the model components. It was found that attitudinal component (Ab) and normative belief (NB) were similarly important in predicting electronic shopping intention (Bl) without the function of motivation to comply (MC). Second, those who had high intention level and those who had low intention level were identified. A profile of the potential users of electronic shopping w a s developed in terms of shopping habits, computer ownership and usage, mail order purchase experience, and dernographics.

Hiring recommendations from 77 personnel administrators were used to determine the effect of female applicants' dress on interviewers' selection decisions for management positions. Personnel administrators viewed videotaped interviews of four applicants in different costumes and made hiring recommendations for each applicant. Three-way analysis of variance was used to determine the effect of costume on hiring decisions independent of the effects of person, sequence of showing, and Costume X Person interaction. The results confirmed that masculinity of the female applicant's dress had a significant effect on interviewers' selection decisions. There was a positive relationship between masculinity of the applicant's costume and favorability of hiring recommendations received by the applicants. The influence of person on selection decisions also was significant. It was concluded that female applicants' clothing is an avenue for influencing the selection decision for management positions.

The purpose of the study was to investigate consumers' intention to buy apparel items by mail order. More specifically the objectives were (a) to test two conceptual models of consumer behavior in the context of mail order shopping of apparel, especially concerning consumers' beliefs about and attitude toward mail order purchasing of apparel and decision process variables and (b) to identify factors that might distinguish those who have a high level of intention to purchase apparel through mail order from those who have a low intention in terms of decision process variables: individual characteristics, social influences, and situational influences. A random sample of consumers (n=348) was collected via a self-administered questionnaire mailed nationwide. Based on a series of t-tests, the results showed that those who had high intention to utilize mail order purchase of apparel showed significantly higher belief scores on all of the nine attributes of shopping and a more favorable attitude toward mail order purchasing of apparel than did those who had low intention. A stepwise multiple discriminant analysis revealed that two groups of high intention and low intention to utilize mail order shopping for apparel have relatively distinct profiles in terms of individual characteristics, social influences, and situational influences. The paper discusses theoretical implications as well as managerial implications.

The purposes of this study were: 1) to identify segments of employed women purchasers of apparel who display different information search patterns; and 2) to examine the relationship between information search patterns and consumer, product, situational, and market characteristics. Data from a national random sample of 1034 employed women were analyzed. Using a Principal Components Factor Analysis of information search activities, five factors were extracted and labeled: Print-Oriented, Audio-Visual Oriented, Store Intensive, Professional Advice, and Pal Advice Searchers. Based on the highly significant F-tests for each search pattern, it was concluded that employed female consumers' patterns of search for information to use in apparel selection were influenced by characteristics of the consumer, product, and situation, but not the market. By developing profiles of each search pattern, the research provided a basis for theorizing about the determinants of search strategies among apparel consumers. Three broad sets of implications were examined based on the findings of the study. Marketing strategies for the five information search segments are provided.