Successful Factors of Malmaison Hotel Chain Essay Example for Free

Successful Factors of Malmaison Hotel Chain Essay I had worked in Malmaison hotel chain for 2 years in various departments taking up different roles, and over the two years, Malmaison hotel chain as an organization has demonstrated potential future market leader quality and showed excellent growth rate, good profitability and increased market share. However, the hospitality industry as a whole, over the past a few years has been far from as optimistic as the Malmaison hotel chain has been. In the West Midlands, for example, it has been common for bars, restaurants, hotels to changed ownership, merged, be acquired, or go bankrupt. Indeed, bars and restaurants are three times more likely to go bankrupt than other businesses in the UK, according to Accountants UHY Hacker Young (2007), Their report revealed that 15. 5% of businesses in the UK hospitality and catering sector (restaurants, pubs, and hotels) fail every year in comparison with just 5. 2 % for the economy as a whole. UHY Hacker Young (2007) had investigated over 150,000 businesses that had failed in the past one year, and found out lots of anecdotal warnings about the high failure rate of restaurants in the first year to be true. In the hospitality industry the owners and managers were struggling with raising second round financing; market research and financial planning were not completed in a proper fashion; loyal customer base that protects against fast changing consumer tastes in bars and restaurants was not developed entirely, all of these have contributed to the high failure rate in the UK hospitality industry businesses. In such an economic and market environment, why Malmaison hotel chain has been a success becomes an interesting subject to study. Malmaison hotel chain was founded in 1994 along with its sister hotel chain Hotel du vin which is also owned by the same company MWB, there are 21 chain hotels that are under the same ownership and there are 3 more hotels which are just opened by the end the 2007 and a further 4 more Malmaison hotels are due to open by the end of 2008. The company is also in negotiation for another 7 sites. Malmaison hotel chain is recognised as the UKs leading lifestyle hotel group that is top of the brands in a recent survey. According to Caterer ; Hotelkeeper (2008), the survey of 2000 business and leisure travellers by BDRC, revealed that 53% of all travellers said they preferred to go to Malmaison as their first choice, 46% chose Hilton and 40% chose Marriott. Malmaison has over 1,500 bedrooms across the UK. The gross value of these hotel property assets in the Groups latest published accounts to 30th June 2007 was ? 553 million, not to mention the reputation which has gained the group a valuable brand image that worth millions. Over the years the group has won a number of awards, such as best hotel groups in the UK, also it won the best place to work for in the hospitality industry 5 years in a row. It is believed that a key reason for Malmaison hotel chain’s success lies in its efficient and developed human resource management system, productivity and performance measurement and monitoring system, market research team work, strategic management, adaptability to changes and its financial control. These will be investigated and discussed in detail later in the research. . 0 Aim The aim of this research project is to explore what has Malmaison hotel chain done to accomplish such a success while operating in the current UK economic and market environment. 3. 0Project Objectives ?To review the current teaching and practice regarding human resource management, marketing management, financial management, and operational management in relation to the hospitality industry. ?To analyze the management fashion and operation processes of Malmaison and their impact on the performance and productivity of Malmaison. To make recommendations to the management team of Malmaison Hotel Chain to increase the efficiency, effectiveness and the performance of the organization. 4. 0 Literature Review 4. 1 Introduction There are obviously a large number of factors, ultimately all contributing to the success of Malmaison, however, in this research, a limited range of key issues will be addressed which are believed to be the most significant contributing factors behind for Malmaison’s success. The literature review research was supported by electronic resources and library research. There has not been much work been done on the reasons for the success or failure of the UK hospitality industry, and there is even far less attention being paid to hotels. Both strategic marketing management and human resource management are broad concepts, it is therefore, necessary to focus upon a few critical issues within these subjects that have particularly been focused upon in the operation and management of the Malmaison group. 4. 2 Job Satisfaction Job satisfaction is a critical factor that contributes to better performance, Professor Stephen Robbins’ study shows that happy workers are more likely to be productive workers. As a result, the correlation between job satisfaction and job performance is also rather strong (Robbins, 2007). However, George and Jones (2008, p93) pointed out: â€Å"job satisfaction is not meaningfully associated with job performance†. A study that was conducted by Iaffaldano and Muchinsky (1985) in the 1980s in this area concluded that job satisfaction only accounted for 2 percent of the difference in performance levels across employees. Another more recent review indicated a very similar result that job satisfaction only accounted for 3 percent of the difference in performance level across employees. (Judge, Thoresen, et al. , 2001) George and Jones (2008) also mentioned that work attitudes such as job satisfaction affect work behaviours only when employees are free to vary their behaviours. The study suggested that most of the employees are not free to vary their behaviours at work because organizations spend a considerable amount of time and effort to ensure that members perform their assigned duties dependably regardless of whether they like their jobs or not. However, it is worth mentioning that the hospitality industry might be an exception to this rule simply because the work attitudes of the employees account for a very heavy portion of the level of the service in delivering satisfaction to customers’ needs. It will, therefore be worth carrying out further research to study the correlation between job satisfaction and job performance in this particular industry. 4. 3 Motivation, Job Design and Goal Setting Wagner Hollenbeck (2005) suggested that: â€Å"one way for an organization to gain a competitive advantage over its rivals is to generate a more motivated workforce†, â€Å"a person who is highly motivated will start work sooner and leave work later relative to someone is unmotivated. While engaged at work, a highly motivated person will work faster, take fewer breaks, and be less easily distracted relative to someone who is unmotivated†. Job design and goal setting are two of the major factors contributing towards creating motivation, George and Jones’s (2008) study suggested that: â€Å"Job design can have a profound effect on employee motivation. The specific goals employees strive for and the more general corporate objectives that an organization pursues over time are important sources of motivation for employees. † Wagner Hollenbeck (2005) pointed out that the methods of work design developed with the motivational perspective in mind include job enlargement and job enrichment. Callinan, Forshaw Peter’s (2007) studies showed that a job’s core characteristics, which are skill variety, task identity, task significance, autonomy and feedback are believed to be key influences on employee motivation. Goal setting is also considered to be â€Å"communicating accurate information on work performance† and these â€Å"can be positive motivators for employees. † George and Jones (2008) have similar opinions on this subject. They believe that â€Å"two major characteristics of goals that lead to high levels of motivation and performance, one is specificity, the other is difficulty†, â€Å"specific goals lead to higher performance than do vague goals or no goals†, and â€Å"difficult goals (not impossible) lead to higher motivation and performance than do easy or moderate goals. However, there are limits to goal setting theory, Thus, studies by George and Jones (2008) show that there are three particular circumstances under which setting specific, and difficult goals will not lead to high motivation and performance, they are goals which involve employees’ skills and abilities, tasks which require employees’ complete attention and a considerable amount of learning, and when creativity is needed to perform the task. In hospitality, these 3 circumstances do happen very often, this research will be carried out with heavy focus upon these circumstances and issues to review how Malmaison Hotel balance these pros and cons within their organization. 4. 4 Groups and Teams A large amount of work has been done regarding group dynamics and team effectiveness. However, there is one area that is most interesting and related to, not only Malmaison hotel chain, but to the whole hospitality industry, that is the correlation between cohesiveness and performance of groups or teams. George and Jones (2008) suggested there are five factors that influence a group’s level of cohesiveness: 1. Group size, as it gets bigger, members tend to be less satisfied, group between 3 and 15 people are believed to be the right size that promotes cohesiveness. 2. Similarity/diversity of group member, depending on the tasks and situations, similarity and diversity can be beneficial to group cohesiveness. 3. Competition between groups, generally competition will be facilitating group cohesiveness but occasionally it can be dysfunctional and impair effectiveness when there is too much competition within a group. 4. Success, members will be more attracted to a successful group and proud to be a member. 5. Exclusiveness, when it’s difficult to get in a group, and the group has a high status, group cohesiveness tends to be high. However, they also pointed out that occasionally, too much cohesiveness within a group can impair the organization’s effectiveness if the group’s goal is not aligned with the goal of the organization or other groups within that organization, for example waiting staff‘s goals of providing good service in order to get decent tips are aligned with the restaurant’s goal of satisfying customers, but not aligned with bar tending staff’ goals. 4. 5 Leadership Leadership plays an important role in a hotel organization success. Thus, Peter Jones and Steven Gross-Turner pointed out in Managing Projects in Hospitality Organizations, hotels are in a turbulent environment, and â€Å"managers are in fact in the best place to identify what changes need to be made since they are the people who have direct contacts with employees and customers† (Jones et al, 1991). 4. 6 Organizational Structure Centralizing and decentralizing organizational structures are two most used structures nowadays. A decentralized structure will decentralize authority to lower level managers and non-managerial employees, give them the responsibility to make important decisions, keep the problem of slow and distorted communication to a minimum and make the job more interesting and rewarding while, at the same time, fewer managers are needed. (Blau and Schoenher, 1971) However, too much decentralization provides employees with too much authority and they might pursue their own goals at the expense of the goal of the organization. A centralized structure generally has more levels within the organization and provides employees with more opportunities to gain promotion and progress. For the hospitality industry, where employees perform primarily physically, more opportunities clearly will be attractive for those who desire a less physically demanding position. 4. 7 Conclusion Kotler (2001) pointed out that â€Å"today’s successful organizations to a certain degree all have one thing in common, that is they are dedicated to sensing, serving and satisfying the needs of customers in well defined targeted markets†. In the hospitality industry, when service is their major product, this philosophy is obviously critically important. However, how Malmaison strategically positions itself to compete with its rivals is an even more crucial and difficult issue that the proposed research will focus on. 5. 0Methodology 5. 1 Introduction A number of approaches will be taken to collect the needed data and information in order to serve the purpose of this research project, increase the quality of the results and findings and enhance the credibility of the research project. Malmaison hotel chain has over 20 hotels throughout the UK, each individual hotel will be unique and differentiated in terms of their focus and priorities depending on their local customs and culture. However, what this research project will be concentrating on is what the common factors are for the Malmaison hotel chain as a whole that turns the organization into a success. Therefore the Birmingham Malmaison will be the subject of the investigation. Birmingham is a multi cultural city and operating in a multicultural organizational environment has been becoming a trend for organizations world wide. The researcher gained two years working experience in this hotel, and therefore it is especially worthwhile doing the research project in such an environment. (Cox, 2001) To complete this research project, three stages will be taken in order to process the project, they are desk based research, field based research and the preparation of a detailed case study. 5. 2 Desk Based Research At this stage of the investigation, a heavy focus will be upon the articles that address the hospitality industry, hotel management, hospitality strategy, as well as the paper work that states hotel policies, financial and management accounts, board of directors statements, stock control data, and general manager’s letters to all the staff. These secondary data contain enormous amounts of information that indicates the hotel’s management style and attitude and forms the fundamental policy to the customers and market. These data are absolutely the first key for this research and will provides valuable information and evidence on the reasons for the Malmaison hotel chain’s success. In addition to that, some of these data are available to the public and can be quickly and easily collected. Some of these data are not available to the public, but, as a former member of staff, I could still gain access to this information. With the information and evidence collected, the primary data collection work will be much more focused and relatively easier having the support and assistance of the secondary data collected. 5. Field Based Research A series of interviews (8-12 people) will be carried out to gain a first hand insight of the impacts which the management style of Malmaison hotel chain has on its employees, and how it affects the performance of the organization. The interviews will take place in various departments across the organization in order to gain a full understanding of the operation sy stem in the Malmaison hotel chain. Some of the board of directors, the general manager, department managers, sector supervisors, and staff that work at the front line and have direct contact with customers all will be interviewed. The total number of interviews will be between 8 to 12. This will give the evidence and information on how each department functions and what are the impacts of them on each other. One or two suppliers will also be interviewed to provide evidence on how the Malmaison hotel chain cuts deals with suppliers and how they interact with each other and how is it affects the organization financially and what impact it has on the marketing and sales strategy of the organization. However, caution must be taken while conducting these interviews. Thus, Saunders (2002) suggests that it is in the researchers’ own interest to seriously consider the reliability, forms of bias, validity and generalisability of the information obtained. Therefore, carefully prepared interview questionnaires will be used and questions which appear in the questionnaires will also be cautiously selected to gain as fair a view as possible. The framework suggested by Easterby-Smith (1991) may be adopted to make sure that the data generated from the interviews is thoroughly reviewed and evaluated. The stages in this process will include: 1. Familiarisation 2. Reflection 3. Conceptualisation 4. Cataloguing concepts 5. Recording 6. Linking 7. Re-evaluation 5. 4 Preparation of the Case Study A case study will be generated at the final stage of the research by putting together the data that is gathered from the previous stages. The case study will bring up recommendations to the management team of Malmaison hotel chain and also, there will be discussions of to what extent the findings can be generalized and to what degree the Malmaison hotel chain management structure, human resource management policies and operational systems can be copied and utilized by other organizations within, or even outside the hospitality industry. . 0 Ethical Issues While conducting the research and interviews, the financial information of Malmaison will be discussed in the interviews, its financial statement will also be used later in the dissertation to analyse and measure its performance, and such information will be kept confidential. The final report will be identified as ‘Commercial in c onfidence’ and will not be available to a wider audience than those directly involved in its assessment. 7. 0 Task List TaskProblemsSolutions Research literature on hospitality management, current hospitality industry trends analysis in the UK. Limited amount of literature in the area of topic. E- journals, business review magazines, textbooks, newspapers, internet. Review literature and identify relevant and reliable articles. Time consuming to select relevant articles. Time management. Contacting general managers in Malmaison hotel chain to gain access to information. Very difficult to get access to key information and financial report and management accounting report. Utilize my identity as former employee in the organization. Selecting different individuals to conduct interviews. Too many employees to choose fromSelect people who may represent the department and be able to give valuable information and opinion. Arranging interviews with selected staff. Difficult to fit in everyone’s schedule and it’s time consuming since the amount of time between each interview when the person is available is unpredictable. Be patient and positive. Conducting interviews. Response may not be relevant. Textbooks on how to carry out interviews. Transcribe interviews scripts. Time consuming while large amount of information gathered in interviews with limited amount of transcribe skills.

Severe Acute Respiratory Syndrome Essay Example for Free

Severe Acute Respiratory Syndrome Essay SARS is a highly contagious ailment, whose indications closely resemble those of influenza. Some of the symptoms of SARS are chills, headaches, muscle pains, sore throat and high fever. As the disease continues, there is an onset of pneumonia, which can prove to be fatal. In this context, the World Health Organization had estimated that fifteen percent of the cases of SARS infection proved to be fatal. This disease has defied all attempts at a cure; moreover, there is no vaccine for this disease. The SARS virus underwent a mutation, which enabled to cross the species barrier from animals to people. SARS is a respiratory illness and the symptoms of this illness are fever when the virus infects the human body. Normally the temperature of the human body of an infected person would be in excess of 100. 40F. The infected person develops chills and symptoms like headache, discomfort and body pains. In addition, there could be mild symptoms of respiratory distress in the beginning. Within two to seven days the patient develops a dry and nonproductive cough. The nonproductive cough would result in insufficient supply of oxygen to the blood. Some patients could even require the administering of clinical ventilation. SARS is a contagious disease and it spreads through the droplets that issue forth from a person who is coughing or sneezing into the air, if that person has been infected by the SARS virus. The primary manner of transmission of the virus is through the air or from objects that are contaminated with the virus (TARGET SARS Target II SARS/CoV 3CL-PRO). In 2003, an outbreak occurred of a previously unrecognized illness – termed SARS, or severe acute respiratory syndrome. It was caused by infection with a newly identified coronavirus, SARS-COV. Infection produced an illness with Pneumonia as the main disease; however, some patients developed other complications like the loss of appetite, diarrhea and bleeding in the abdomen or stomach. Many of those who developed this disease were health-care workers and the infection rate among them was very high (SARS. Blacks Medical Dictionary, 41st Edition. CredoReference ). Extraordinary and exceptional isolation procedures had to be necessarily adopted because the Epidemic threatened to spread all over the world from its origin in Hong Kong. Some of the measures adopted, in order to reduce the risk of the spread of this infection was the concentration of patients in individual hospitals, which were converted into isolation units. Visitors were not allowed into such hospitals. Staff and other patients who had been exposed to persons suffering from this disease were segregated in such special units. Further, routine care for in patients in the hospital was discontinued and screening of likely contacts was conducted. In addition, a number of restrictions were imposed on travel. Due to this strategy, which had been performed in coordination with the World Health Organization, the SARS pandemic was finally controlled (SARS. Blacks Medical Dictionary, 41st Edition. CredoReference ). The virus genome on careful analysis revealed that this virus was a recombinant of virus relating to bird bronchitis and a virus relating to mouse hepatitis. It takes between two to ten days for the symptoms caused by the SARS virus to become noticeable after the infection takes place. With the increasing age of the patients there is a corresponding increase in mortality rate and proves to be fatal in approximately half of the patients whose age is above sixty years of age (SARS. The Hutchinson Unabridged Encyclopedia including Atlas CredoReference). In the month of November 2002, the first incidence of SARS infection was discovered. This was in a place that was close to Foshan in the Guangdong province of southern China. However, this disease caught the attention of the people in the month of February 2003, when it spread globally due to air travel by infected persons. In the month of February 2003, Carlo Urbani, who worked for the World Health Organization in Bangkok, was asked to go to Hanoi in Vietnam, in order to treat an industrialist, from the US, who showed symptoms of an unknown disease. In this manner, Carlo Urbani became the first person to identify this disease as a new disease (SARS. The Hutchinson Unabridged Encyclopedia including Atlas CredoReference). Several scientists, especially those from Canada, were successful in establishing that this new SARS virus belonged to the family of the coronavirus. This disease spreads to other persons, if the victim is located very close to an infected person who spreads this disease by coughing. Further, this disease spreads to people who enter a place in which infected people have deposited exhaled droplets of phlegm or other fluids in their body. Moreover, infection with this disease occurs if contact is made with door handles and similar objects that have contaminated droplets on their surface. Furthermore, it is possible to get infected with this disease if a person enters an enclosed place like a lift in which contaminated droplets are present. Eight thousand victims of SARS were identified by the end of is outbreak in the year 2003. Out of these SARS victims, seven hundred lost their life. The maximum damage due to this virus took place in China, Hong Kong and Taiwan. In Toronto, Canada there were one hundred and forty cases of such infection and twenty five of such infected persons died. In Singapore, there were around three hundred instances of this infection and out of these thirty persons lost their life (SARS. The Hutchinson Unabridged Encyclopedia including Atlas CredoReference). In the year 2003 scientists were successful in discovering the gene that made the human body prone to infection by the SARS virus. While studying the human leukocyte antigen or HLA proteins, they realized that the variation in a gene that produces the HLA-B*4601 protein was common in the South China population. This was the area of origin of the SARS virus and people with this gene variation displayed a reaction to the SARS virus that was greater in severity in comparison to those who did not have this particular gene variation. Moreover, SARS infections are very rare in people who do not possess this HLA-B*4601 gene variation. Most of the people who belong to Taiwan and Europe do not have this gene variation (SARS. The Hutchinson Unabridged Encyclopedia including Atlas CredoReference). At the time of the rapid spread of SARS, the World Health Organization sent out a global alert in which it asked the people to mask their face in public places, to avoid air travel, to thoroughly check airplane passengers for increase in body temperature and to quarantine infected persons. A number of scientists are engaged in developing a vaccine for this disease. However, this disease was controlled by the beginning of the year 2005 and does not exist anywhere in the world, except in the laboratories (SARS. The Crystal Reference Encyclopedia CredoReference). SARS has defied all attempts at a cure and there is no specific vaccine for it. This has restricted the treatment to reducing the severity of the symptoms shown by the patient and treating any side effects of this infection (SARS in full severe acute respiratory syndrome. Britannica Concise Encyclopedia CredoReference ). It is now common knowledge that in the year 2003, in Guangdong province of China, the first occurrence of this severe atypical pneumonia was observed. The epidemic was suspected to be associated with a new virus and subsequently, researchers isolated an avian influenza A (H5N1) virus from a patient in Hong Kong. Researchers focused on members of the Paramyxoviridae family since some particles were detected by the process of electron microscopy of respiratory samples from patients in Hong Kong and Frankfurt (Peiris, Chu and Cheng). Subsequent investigations revealed that the human metapneumovirus or hMPV existed in SARS patients. Researchers in China had detected the Chlamydia organism in patients who had died due to atypical pneumonia during the outbreak of SARS in Guangdong. However, these organisms were not present in patients outside China. In the month of March 2003, researchers in the United States, Hong Kong and Germany found traces of a previously unknown coronavirus in SARS patients. This discovery was in different ways and some of these methods included isolation on cell culture, demonstration by electron microscopy, demonstration of specific genomic sequence by polymerase chain reaction or PSR and by the use of microarray techniques and the indirect immunofluorescent antibody tests (Peiris, Chu and Cheng). In this context, the World Health Organization announced on the 16th of April, 2003, that the coronavirus had not been discovered in humans and animals till that date and that it was a new virus, which was the cause of SARS. Before announcing the discovery of this new virus, thirteen laboratories in ten countries tested this new coronavirus in accordance with the postulates of Koch, which is essential to prove that this new virus causes SARS. This virus causes interstitial pneumonia that shows symptoms that are similar to SARS, and the virus was isolated from the nose and throat of infected monkeys. The corona viruses belong to the family of Coronaviridae. This family consists of very large, positive – sense single – stranded RNA viruses, which replicate themselves in the cytoplasm of the animal host cells (Siddell, Wege and Meulen). The gene factors of corona viruses range in length from 27 to 32 kb, and are the largest of the RNA viruses. The diameter of the virions ranges vary from 100 to 140 nanometers. Most of the viral particles bear the distinct appearance of surface projections and these spikes extend to twenty nanometers from their base. In animals, corona viruses cause extremely virulent respiratory, enteric and neurological diseases. They also cause hepatitis, respiratory diseases that are temporarily prevalent and widespread in animals and gastroenteritis having short incubation periods between two to seven days. The symptoms revealed in SARS are the same (Holmes). Corona viruses are species – specific and when they attack immunocompetent hosts, their infection extracts neutralizing antibodies and cell – mediated immune responses, which in turn kill the infected cells (Holmes). Most of the corona viruses cause terminal diseases in animals such as feline infectious peritonitis virus or FIPV, hemagglutinating encephalomyelitis or HEV of swine and some strains of avian infectious bronchitis virus or IBV and mouse hepatitis virus or MHV. They replicate themselves in the liver, lungs, kidneys, gut, spleen, brain, spinal cord and other tissues (Holmes). Human corona viruses HCoVs were found to cause minor diseases. They are found in group 1 known as HCoV – 229E and group 2 known as HCoV – O43, and they cause minor respiratory problems (Makela). Sometimes they cause severe infections of the lower respiratory tract in children and adults and a condition termed as necrotizing enterocolitis in newborn babies. They can survive on normal environmental surfaces for three hours and they are transmitted among humans by droplets, hand contamination, fomites and small particle aerosols (Ijaz). The Coronaviruses produce Coronavirus Main Protease protein or 3CL – PRO. This protein helps the virus to replicate itself and thereby spread the infection. In order to stop the infection, it is essential to bring about a disabling of the protein from working and this would consequently, contain the virus production and the attendant infection. Therefore, researchers had concentrated on producing a drug that would hinder the functioning of the 3CL PRO protein. With the achievement of this breakthrough, pharmaceutical companies started to prepare drugs that would hinder the functions of the 3CL – PRO protein, which is responsible for the multiplication of the virus and the resultant SARS infection. Ritonavir and Indinavir are the major ingredients of the anti – HIV drugs. The Coronavirus Main Proteinase is the principal drug that is used in the treatment of SARS (TARGET SARS Target II SARS/CoV 3CL-PRO). The HIV virus and other viruses that cause influenza on infecting people have been described as wily because of their characteristic of mutating rapidly. This trait helps them to obtain immunity from antiviral drugs or from the human immune system. However, the SARS virus has not been undergoing mutation. Clinical examinations of the genome sequences of fourteen isolates from patients in Singapore, Toronto, China and Hong Kong did not establish any mutations of the original sequence and it can be concluded that the SARS virus is invariant. However, this notion that SARS virus does not mutate or fails to mutate cannot be taken for granted since the virus did not face significant resistance from human hosts (Knight). Coronaviruses are not so active in the replication of their genetic material and as a result they make one error for every ten thousand nucleotides that they replicate. This is similar to what the HIV virus does. Coronaviruses have a significant characteristic that helps them to reject mutations as and when they occur. These viruses have an enzyme that enables them to replicate their genetic material and spreads among several copies of the viral genome instead of being restricted to a single template of the genome. The result of this is that each genome is copied from multiple templates. This procedure reduces the chances of mutations in the populations of the coronavirus (Knight). The enzyme that brings about the copying of the virus functions in such a manner that instead of using just one template genome it accesses several such templates and this results in a drastic reduction in the possibility that any particular mutation will dominate in a viral population. Moreover, such haphazard template access can entail an inaccurate access by the enzyme (Knight). The consequence of such access by the enzyme would be the deletion of some portion of an essential gene, which could produce results that would be drastic, particularly, if the mutation affects the protein spikes that are bound to the surface of the viruses’ cellular victims. In 1984, there was an outbreak of a new ailment on European farms that were rearing pigs. It was determined to be a mutant of the coronavirus, in which the altered spike protein had effected changes in respect of the type of cells that could be invaded by the virus. Although, this mutant did not prove to be fatal, all the same it has spread globally and made the diagnosis of gut disease more difficult (Knight). It is assumed that genetic deletion was responsible for the SARS virus to find a new target, namely, the human body, from its previous animal hosts. In that case the mutation could be of a totally different type due to the fact that the spike protein has remained unaltered. While comparing with the viral strains present in the animals sold in the Chinese markets, it became evident that the SARS virus does not have twenty nine nucleotides in the gene for a protein whose function could not be determined. This protein was found to be appended to the inside of the protective layer of the virus (Knight). The WHO spearheaded the battle against SARS and was extremely successful in uniting the global community in combating this menace. Dr Carlo Urbani became a martyr in the battle against SARS. This disease demonstrated that there are several dangers that could surface when least expected to do with terrifying results (SARS: how a global epidemic was stopped). Within a short period of seven months, around eight thousand people were infected by this disease in twenty nine countries. 1755 persons were infected in Hong Kong and of these 299 succumbed to the disease. This disease had a serious psychological effect on its victims and it was established that such effects persisted for long periods after the disease had been cured. Several studies conducted a month after patients had been discharged revealed that thirteen to thirty two percent of them were suffering from moderate to severe anxiety and that eighteen to twenty six percent had moderate to severe depression. Another four percent were found to be suffering from Post Traumatic Stress Disorder or PTSD (Lee). The spread of SARS had a number of economic, political and sociological ramifications, due to extreme demands made on the countries, in which this disease was prevalent, by the WHO. Some of these demands were related to a curtailment if not the rescission of economic activities like trade, tourism, and investment. Despite SARS occurring mainly in Asia, its effects were experienced in almost every major market across the world. This epidemic brought about a tremendous increase in medical expenditure and travel. In addition consumer confidence and investment reached their nadir (Political Influences on the Response to SARS and Economic Impacts of the Disease).

Analysis of E-commerce in Kuwait

Analysis of E-commerce in Kuwait Chapter one: Introduction 1.1 Introduction This chapter provides general background information regarding online purchasing behavior with an insight into the advantages and disadvantages of e-commerce in general and then specifically in Kuwait. The history of online shopping and internet retailers is presented to better understand e-purchasing behavior alongside a description of general theories of consumer online purchaser behavior and online shopping in Kuwait. The problem definition, research questions and methodology and limitations of the study are then presented, concluding with an outline of the thesis structure. With advances in technology, specifically in the field of electronics and telecommunications, direct business and commerce with new retail approaches have emerged in recent decades to transform the business world. Due to the increase in the number of internet users and developing network technology, new forms of trade have grown from these advances particularly in Electronic Commerce (EC) a term introduced by Kalakota and Whinston in 1997. Electronic commerce has become one of the primary characteristics of the internet era and a significant method of doing business. According to Jelassi and Enders (2005) EC includes e-trading of digital and physical goods all trading steps: online marketing, online ordering, e-payment and distribution. Kalakota and Whinston (1997) pointed out that EC has two forms: business-to-consumer (B2C) and business-to-business (B2B). According to Molla and Licker (2001) B2C retailers offer their products and services to their customers. In the last decade, Kha lifa and Liu (2003) stated that ‘we have witnessed a substantial growth of internet based on services, both from traditional companies and pure internet business that are developing online services. Despite apparent growth there are no reliable statistics concerning E-commerce in Kuwait. However there are indications that the volume of e-commerce in Kuwait is growing slowly as discussed by Al-Sabah (2009) Kuwait Financial Forum, the Central Bank Governor stating We expect growth but so far we have not found a proper to be estimated for 2010, it depends on so many variables. In research shown in Economist Information in 2006 involving over 100 countries regarding availability of e-commerce, Kuwait came 50th. As the business world recognised the advantages of such socioeconomic changes, Kuwait began to take note of the advantages of electronic trading and commerce including the set up and development of measurements of electronic trading facilities and venues across the country (Al-Shati, 2009). As e-commerce is newly introduced in Kuwait, in order for Kuwaiti firms to reach world standards there needs to be research in different contexts of e-commerce such as online retailing to utilize opportunities and avoid risk. As observed by Lin (2003) the key to success in e-commerce depends on knowing customers and studying a customers viewpoint. The internet has singlehandedly created a concept shift away from more traditional methods of shopping. Studies by Joines et al. (2003) indicate the number of internet users is constantly increasing which signifies online purchasing is also increasing. Oppenheim and Ward (2006) agreed with Joines et al. (2003) explaining rapid increase was due to the growth of use of broadband technology combined with a change in consumer behaviour. Hollensen (2004) added that the internet has developed into a new distribution channel and evolution of this channel and e-commerce. Constantinides (2004) pointed out that in the influence of the consumer the first step was to identify certain impact aspects when purchasing online regarded as dimensions. Numerous and varied studies have been conducted worldwide to identify the advantages and disadvantages of e-shopping. Bridges and Florsheim (2008) argue that online shopping has advantages for both consumers and retailers. From a consumers point of view they found e-shopping allows a lower price, different alternatives of products/services, and customized products. Additionally they established retailers benefited from online shopping as it allowed them to reach a maximum number of customers, reduce communication costs and rapid transportation. However, e-shopping has also been criticized as online shopping may be considered non-trust worthy due to concerns of security of privacy (personal and financial information), lack of examination of the products, lack of human interaction and a concern the quality of the products will not reach customer expectation. From a retailer perspective the disadvantages of online shopping are providing high quality and creating special services can be very costly for the firm and may not be a good incentive to make consumers purchase (Kim and Forsythe (2009) and Lee et al. (2006). Whether it is a traditional market or online market, Hollensen (2004) pointed out that the retailer should understand the online consumer purchasing behaviour and how individuals make decision and buying choices. Therefore, Kotler and Armstrong (2007) stated that the marketers have developed different theories that can explain why consumers interpret information provided by e-retailer in a certain way, and thereby understand certain behaviours. Several authors have set out different definitions of consumer behaviour. According to Dr. Perner â€Å"consumer behaviour is study of individuals, groups, or organizations and the processes they use select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society†. Hollensen (2004) and Constantinides (2004) agreed that consumer online purchasing behaviour is a process of various factors and influences experienced by a consumer before fin ally purchasing products online. Online consumer behaviour researchers have therefore examined the adoption of technology for e-purchasing in different aspects. There appears to be no constant model of online purchasing adoption and behaviour as it depends on the nature of adoption as influenced by characteristics or social issues; Theory of Diffusion of Innovation (DOI) Roger (1983). In order to investigate consumer online purchasing behaviour, Theory of Reasoned Action (TRA) and Theory of Planned Behaviour (TPB) are considered dominant theories to measure online purchase intention and attitude behaviour, with Decomposed Theory of Planned Behaviour (DTPB) (Taylor and Todd 1995) the extended TPB. On the other hand, one essential model for development technology usage perspective is the Theory of Technology Acceptance Model (TAM) Davis et al. (1989), which developed into the Online Shopping Acceptance Model (OSAM) (Zhou et al. (2007). E-commerce researchers have measured different approaches for understanding online consumer behavior. Chen and Corkindale (2008) and Hernandez et al. (2009[a]) measured factors that influence consumers online purchasing behavior from the perspective of innovation adoption and accepting technology. Moreover, other authors examined trait attributes, situational factors, web site quality, and individual factors and influences on attitude and intention of consumer purchasing online (Monsuwe et al. (2004); Liao and Shi (2009); and Vazquez and Xu (2009)). Chen and Crokindale (2008) agreed attitude and intention have a strong relationship with acceptance of technology and the decision of purchasing online. In addition, innovation characteristics were considered significant factors that influence of technology adoption and purchasing behavior (Rogers, 1983). Therefore in order to understand online purchasing behavior it is important to measure different factors that may influence e-shoppers and determine online shopping based on insight from technology adoption innovation diffusion literature. This study will therefore present the Liu Model (2004) using it to identify factors that influence Kuwaiti consumer purchasing online. It will also measure the relationship between characteristics of internet retailers/consumers and characteristics of innovation, allowing the research to examine the impacts of these characteristics on consumer decision making and then purchasing behavior. 1.2 Online purchasing 1.2.1 History of Online Shopping In the 1990s online shopping emerged as a technological breakthrough and novelty in the business arena. Strengthening year on year in 1994 the first of its kind, an online bank was opened and Pizza Hut offered pizza ordering on their web page. Netscape then presented Secure Sockets Layer (SSL) to secure transactions, an essential feature of e-shopping. In 1995 Bezos launched Amazon.com, one of the most successful online businesses worldwide, followed by ‘e-bay an online auction site. By 1997 an estimated 41 million people were shopping online. With advances in technology in 1998, electronic postage stamps were introduced, whereby individuals could download and print stamps after paying a fee. In 1999, with the first online shop in the UK, The Virtual Mall was also launched, considered the first UK graphical internet shopping mall. The online shopping market developed rapidly from this point as the consumer gained in confidence and knowledge. In 1991, Kuwait University connected all university campuses together with the internet using International Business Machine (IBM) then known as BITNET with the help of Ministry of Communication (MOC) university campuses together. This network was limited to e-mail and other minor services. The National Science Foundation (NSF) agreed to expand the internet services to Kuwait in 1992 (Hussain, 2003). 1.2.2 Kuwaiti Consumer Attitudes Towards Online Shopping Online shopping is a relatively recent phenomenon that has gradually expanded worldwide reaching Kuwait. Compared to traditional stores, e-shopping is far from the target customer in efficacy and provides significant advantages in time saving and low costs. Although developing online shopping in Kuwait advances slowly, it is establishing a solid base as it incorporates a certain lifestyle, is a convenient option and its adventurous nature is attractive to Kuwaiti youths. With these factors increasingly dominant in daily routine, purchasing online has become a natural option in countries such as the USA and economic areas of the EU and the GCC ( Maarafy et al. 2007). Common products selling in Kuwait online are from the USA, the UAE and Asia. According to Forrester research (2008), Global e-commerce spending in 2000 was 132 $ billion, and expected to spend more than 1 trillion by 2012. In GCC capitals, the usage of online shopping behavior is different in the USA compared with and European and Asia Pacific cities. In Kuwait the online shopping concept is relatively in its early stages, however the adoption of online purchasing is expected to grow continually in coming years. With a high level of penetration in neighboring countries online such as Saudi Arabia and UAE, Kuwait will not be far from this diffusion of web shopping. Among the GCC, Kuwait lies 3rd with 10.7% in terms of e-commerce penetration, against 25.1% UAE and 14.3% in Saudi Arabia (Field, (2008)). According to recent worldwide research, as shown in Table 1.1, Kuwaits internet user growth has jumped from 5.8% of the population in 2000 to over 34% in 2008 and five times more users in the same time period and with further growth expected. Table1.1: Growth Internet Users in Kuwait Year Users population % population 2000 150,000 2,424,422 5.8% 2003 567,000 2,530,012 22.4.% 2005 600,000 2,630,775 22.8% 2008 900,000 2,596,799 34.7% 2009 (estimated) Above 900,000 2,692,526 33.4% Source: world wide statistics.com According to Al-Bahar (2009), Kuwait Consumer Adaptors online shopping distinguishes between local and international websites when purchasing online for many reasons. Kuwaiti consumer purchasing online and local websites are still in their infancy and under development. Thus, consumers are oriented to external websites they have established reputations, are trustworthy and provide an assurance of quality of their products. Express delivery firms such as Aramex and DHL compete to provide their services for delivery products in efficacy and effectiveness to encourage customers to e-purchase (Al-Abdullah, 2009). However, according to Al-Awan, (2008) e-shopping in the Kuwait market is still in its development stage through lack of organization. In order to enlighten and educate consumers, huge effort needs to be made with responsibility on the retailer to reach their maximum number of potential customers in order to realize value. Recently online businesses have started to establish themselves as limited e-firms providing products and services for Kuwaiti customers. 1.3 Problem definition E-commerce penetration: With the adoption of Kuwaiti consumer online purchasing low, the penetration of e-commerce in Kuwait remains relatively slow with a lack of studies relating to Kuwaiti e-shopping adoption. Consumer e-purchasing awareness: Due to a lack of consumer awareness of online shopping it has not been used widely in Kuwait. E-retailer strategies: As online selling is different to offline selling, it is necessary to fully understand consumer behavior in order to set up business strategies for the long term. In addition the rapid development of technology related to the internet enhances the shopping experience and encourages potential customers to purchase online. It is therefore critical for e-retailers to identify what factors influence the consumer when e-shopping. 1.4 Research objectives The overall objective of this research is to gain a deeper understanding of online purchasing behavior in Kuwait and factors affecting their buying decision process. This study is therefore focusing on the following objectives: To investigate the key factors affecting online purchasing behavior of Kuwaiti consumers. To explore the impact of the decision making process on Kuwaiti consumers purchasing behavior. To determine the relationship between factors influencing purchasing behavior and the decision making process. 1.5 Research Questions To fulfill the purpose of this research and reach the stated objectives related to consumer purchase online behavior the following research questions need to be addressed: What are the main factors influencing Kuwaiti customers online purchasing? How do these factors affect online purchasing behavior? What is the impact of the decision making process on consumer online purchasing behavior? What is the relationship between factors influencing behavior and the decision making process for e-shopping? 1.6 Research methodology This studys approach is deductive, because it measures factors that affect online shopping to explain Kuwaiti consumer online behavior taken from previous studies in different countries. It is mainly explanatory, developing a deeper understanding of the online purchasing behavior of Kuwaiti consumers while investigating varied opinions related to local e-commerce, alongside which factors affect their purchasing behavior. To a certain extent it is exploratory because of a lack of previous research in the online purchase behavior in Kuwait and Gulf region. The study is also mildly descriptive due to previous research of online market phenomena conducted in different countries and extended to Kuwait. Moreover, this research is quantitative in nature using primary data for the survey questionnaire as the main tool of data collection in order to discuss online Kuwaiti consumer purchase behavior. The questionnaire was randomly distributed either in person or through email. The total sample size 500 was distributed in Kuwaiti firms, ministries, universities and public places with 360 respondents. The data collected from the questionnaire is then used to identify relationships and connections between these variables to achieve the studys objectives. 1.7 Limitations In the course of this research a number of limitations were identified as follows: As the research examines consumer online shopping behavior without specifying the type of product exchanged whether tangible or intangible, it is limited in its scope. This study is limited to selection factors covering aspects of Kuwaiti consumer online purchase behavior disregarding other variables of satisfaction, trust, social aspects and situational factors. As with all research using survey data the sample may not be fully representative of the actual behavior in the population, as it is impossible to directly compare our data with data collected on the State of Kuwait level on online purchasing behavior due to time factors. Investigation focuses on online consumer behavior mainly from the customers perspective rather than the retailers perspective. This study evaluates only the online adoption purchasing behavior without evaluation of service quality offered by distinct websites. With a lack of previous research in this topic in Kuwait and the Gulf region, there is little, if any, comparative literature review or use as a framework. 1.8 Thesis structure In the first chapter; an overview of the research area is given, introducing e-commerce in general, then in Kuwait. This is followed by a presentation of the country relevance, the problem definition, the research objectives and questions, the research methodology and the limitations of the study. Chapter Two provides a comprehensive review of relevant literature concerning the research to draw an understanding of dominant theories that explain online consumer behavior, followed by factors that influence consumer online purchase with an integrated consumer making decision process. Chapter Three covers the research design and methodology exploring the methodology of the strategy of collecting data and analysis of the survey questionnaire to achieve the objectives. In Chapter Four, data analysis presents the empirical data collected with analysis and a survey discussion of the results. Finally in Chapter Five conclusions drawn from the overall study are summarized with recommendations made for future research in the subject area. Chapter Two: Literature Review 2.1 Introduction In this chapter an overview and examination of theories of adoption and online technology acceptance behavior from a global perspective is presented, with a comprehensive review of relevant studies conducted on consumer behavior purchasing online with the decision making process. Interactivity is considered a primary principle for the World Wide Web (WWW) with Lee et al. (2006) arguing that â€Å"interactivity is the extent to which users can participate in modifying the form and content of a mediated environment in real time†. The WWW allows unprecedented access to information and markets which has impacted societies globally with people able to search for information and/or purchase product/service online. Factors influencing consumer online purchasing behavior have been explored between 2004/09. Ha and Stoel (2004), Lee et al. (2006) and Hernandez et al. (2009) [b] analyzed the online behavior from the perspective of innovation adoption and accepting technology by identifying the consumer acceptance of innovativeness and frequency of shopping online. Lin and Wang (2008) focused on the decision making process arguing that consumers depend on their experience with repeat shopping. Broekhuizen and Huizingh (2009) agreed adding experience will lead to a strong relationship between different variables (such as saving time/effort, enjoyment and price attractiveness) and intention to purchase. The research of Monsuwe et al. (2004) and Liao and Shi (2009) explored situational factors, trait attributes, individual factors and website quality and impact on attitude and intention of consumer purchasing online. This review will therefore cover wide-ranging theories considering the features and benefits of numerous models proposed by such authors studying online consumer behavior. 2.2 Technology readiness and Self-Services Technologies While customer innovation adoption behavior and diffusion of innovations have been investigated for decades, recent interest has turned toward Self-Service Technologies (SSTs). SSTs involves new service access provided via new channels to meet customer demand in an effective and efficient way. Many technological innovations face resistance from customers, due to a lack of experience and uncertainty. Therefore research involves varied measurements such as: innovation characteristics, service quality, individual differences, ease of use and usefulness. Liljander et al. (2006) agreed personal traits suggest influence on customer adoption of SSTs. A study by Parasurman (2000), presented the attitudinal measurement â€Å"Technology Readiness (TR), peoples propensity to embrace and use new technologies for accomplishing goals in home life and at work† stating TR is considered a factor influencing SSTs. The same author explained an individuals positive or negative feeling toward tech nology is dominant identifying TR consists of multi-measurements of: Insecurity, Discomfort, Innovativeness and Optimism. The latter, Optimism refers to the positive view of technology and beliefs of control that enable users to increase convenience, efficiency and flexibility, while, Innovativeness is peoples tendency to open up to technology. Discomfort is an individuals perceived lack of control of technology and has a strong negative influence on SSTs. Insecurity refers to lack of trust in technology and its ability to work effectively. Notably, optimism and innovativeness are considered highly TR individual contributors, with discomfort and flexibility considered to have high level inhibitor attributes decreasing TR. Liljander et al. (2006) proved in their research a positive effect of TR on customers attitude towards using SSTs and their website evaluation, finding technology linked with convenience, freedom and control as vital when building positive attitudes towards using S STs. 2.3 Original theories of consumer online behavior Having reviewed numerous forms of literature no singular constant model has been identified for innovation diffusion and adoption. Innovation technology depends on the nature of adoption influenced by social theory or characteristics of innovation such as the Technology Acceptance Model (TAM) devised by Davis et al. (1989).Therefore diffusion theory and other factors have been widely used to guide consumer behavior research. Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB) are dominant theories examining consumers online purchase intention and behavior. TAM is considered an initial model for technology usage development, as it is customized to understand the adoption of computer-based technology in the workplace and is used in many studies. Conversely other researchers criticized TAM, because it explores simply the technology side. TRA has evolved from TAM, determining individual attitude toward and behavioral intention to use this new technology. TPB is considered another update from TRA. Theory of Planned Behavior identifies the behavioral intention of purchase online influence with its attitude to technology. Rogers (1983) created a Diffusion of Innovation Theory (DOI) that illustrates adoption of innovation dominant over time in social systems. This theory depends on critical elements, the time of adoption and characteristics of innovation. 2.3.1 Technology acceptance model By using Theory of Reasoned Action as a theoretical base Davis et al. (1989) created a Technology Acceptance Model. TAM is identified a viable paradigm for examining consumer adoption for the new technology and information technology. The genuine TAM determined the actual use of technology, attitude toward using this technology connected with beliefs to define behavioral intention to use new technology as explained by Liu (2004) and illustrated in 2.1. TAM focused on beliefs about the usefulness and ease of use to be a main role in technology adoption behavior. Perceived Usefulness (PU) refers to the degree of potential individual perception that use of new technology will enhance improving performance Davis et al. (1989). Perceived Ease of Use (PEOU) is identified as an individual perception of using technology not requiring extra effort. Perceived Enjoyment was added later by Davis et al. (1992) and considered â€Å"essential motivation in adoption of new technology, the extent to which the activity of using computer is perceived to be enjoyable in its own right, apart from any performance consequences that may be anticipated†. In TAM, behavioral intention to new technology usage was determined by a persons attitude toward using this technology. In addition TAM evolved with an updated version proposed in 2000 by Venkatesh and Davis called TAM2. This new model was influenced by subjective norms, image and output quality. Having examined PU, PEOU and enjoyment in different shopping experiences, Lee et al. (2006) and Bridges and Florsheim (2008) found that seeking hedonic benefit depends on perceived enjoyment through online experience. Hedonic elements may encourage internet use, but not necessarily online buying. Furthermore, an individual consumer may be oriented to seek experiential value through enjoyable browsing or shopping online or for their own fun experience. Seeking utilitarian benefits also relies on perceived ease of use and satisfactory outcomes, in addition to influencing the purchase directly. Utilitarian orientation defined by Bellenger and Korgaonker (1980), Babin et al. (1994) and To et al. (2007) observes orientation or motivation seeking instrumental value to minimize time and effort shopping and cost saving or seeking convenience. Acquired benefit depends on whether the mission of shopping is completed or not. The e-retailers focus providing utilitarian benefits more than hedonic benefits will increase or be completed efficiently during the process of online buying and future intention. 2.3.2 online shopping acceptance model Zhou et al. (2007) proposed an extension model of TAM called â€Å"Online Shopping Acceptance Model† (OSAM). This model considers a general view of online purchasing acceptance from the consumers perspective. These authors also pointed out that in spite of TAM Davis et al. (1989) being broadly used to examine online purchasing environment, it does not analyze specific online shopping characteristics. Therefore OSAM integrated consumer factors in traditional markets and theories may be added to TAM factors to re-examine the issue in the context of online shopping as showed in 2.2. Moreover, OSAM have been developed to predict and explore consumer acceptance e-purchasing by incorporating the beliefs, intention, and attitude behavior relationship into the perspective of perceived usefulness which was replaced by perceived outcomes to cover potential benefits and e-shopping risks. Shopping orientation and motivation have been added from traditional market factors considered antece dents of online purchasing intention and online experience as factors that construct during navigation of e-shopping sites. Also, satisfaction as mediators between behavior and intention has been added. OSAM considers a strong predictor of continue intention to purchasing more than perceived usefulness. Furthermore, this model includes consumer demographics and normative beliefs with their influence on e-purchasing intention. Exploring the development of TAM by introducing OSAM will enhance our understanding of different factors that affect consumer behavior intention. 2.3.3 Theory of reasoned action Fishbein and Ajzen (1975) formulated a â€Å"Theory of Reasoned Action† (TRA), which illustrates behaviors expressed by individual intention to perform a behavior from psychological social factors and aims to examine measurements of that behavior. Based on Marshall et al. (2009) and Lee and Park (2009), they pointed out correlations between beliefs, subjective norms and attitude affects on formation of behavioral individual intention. This intention is influenced by subjective norms referring to the individuals perception with outside influences to perform (or not) a specific behavior to purchase as illustrated in 2.3. While attitude refers to an individual attitude behavior, negative or positive, toward adoption of innovation and brand overall which creates their beliefs about the consequences of adopting and the brands attributes (Jobber, 2004). Beliefs are defined by the persons subjective probability that performing a particular behavior will produce specific results. Four types of belief attitude towards to e-shopping were identified by Vijayasarathy (2002); shopping experience, product perception, customer services and customer risk. This model therefore suggests that external stimuli influence attitudes by modifying the structure of the persons beliefs (Ajzan and Fishbein, 1980 and Ajzen, 1991). Further, TRA provides a strong theoretical basis for studying motivation related decision-making. Using this theory is expected to enhance our understanding toward attitudes and behavioral intention of online shoppers. 2.3.4 Theory of planned behavior The Theory of Planned Behavior (TPB) can be appraised as an extension of TRA according to Ajzen (1985) used to predict buying behavior based on Bagozzi and Kimmel (1995) and De Cannià ¨re et al. (2009). A central element of this theory is the individual intention to perform a given behavior as shown in 2.4. Ajzen (1991) identified intention as ‘how individuals are willing to try and how much effort they are planning to exert, in order to perform the behavior. The same author and Chen and Corkindale (2008) state this theory includes an additional element which is an individual perceived behavioral control (PBC). Compeau and Higgins (1995) cited by Dennis et al. (2009) defined it as a judgment of ones ability to use a computer. PBC is compatible with Banduras (1977, 1982) concept of â€Å"perceived self-efficacy which is concerned with judgments of how well an individual can execute courses of action required to deal with prospective situations†. In PBC attitude and subje ctive norms factors can predict intention and behavior. According to TPB, PBC together with intention can be used directly to predict behavioral achievement. This model proposes the intention impact and mediates among these factors: 1) intentions are the immediate antecedent of behavior, 2) fully mediate on impact of attitude towards behavior and 3) intentions partially mediate the impact of perceived behavioral control (Ajzen, 1985, 1991; Fishbein and Ajzen, 1975) as illustrated in 2.4. Furthermore, Ajzen stated that the relative importance of predictors in the TPB would be different among behaviors and situations. On the other hand, TPB components can be used according to De Cannià ¨re et al. (2009) to form the experience after purchasing. 2.3.5 Decomposed Theory of planned behavior In 1995, Taylor and Todd demonstrated that better comprehension of the relationship between beliefs and antecedent of intention need to be combined as attitudinal beliefs as DTPB as shown in 2.5. They argued that DTPB is a strong model, more advanced and purer than the TRA and the TPB model. It was identified that, due to diffusion innovation theory, attitudinal beliefs contained three characteristics of an innovation that affect the adopt Analysis of E-commerce in Kuwait Analysis of E-commerce in Kuwait Chapter one: Introduction 1.1 Introduction This chapter provides general background information regarding online purchasing behavior with an insight into the advantages and disadvantages of e-commerce in general and then specifically in Kuwait. The history of online shopping and internet retailers is presented to better understand e-purchasing behavior alongside a description of general theories of consumer online purchaser behavior and online shopping in Kuwait. The problem definition, research questions and methodology and limitations of the study are then presented, concluding with an outline of the thesis structure. With advances in technology, specifically in the field of electronics and telecommunications, direct business and commerce with new retail approaches have emerged in recent decades to transform the business world. Due to the increase in the number of internet users and developing network technology, new forms of trade have grown from these advances particularly in Electronic Commerce (EC) a term introduced by Kalakota and Whinston in 1997. Electronic commerce has become one of the primary characteristics of the internet era and a significant method of doing business. According to Jelassi and Enders (2005) EC includes e-trading of digital and physical goods all trading steps: online marketing, online ordering, e-payment and distribution. Kalakota and Whinston (1997) pointed out that EC has two forms: business-to-consumer (B2C) and business-to-business (B2B). According to Molla and Licker (2001) B2C retailers offer their products and services to their customers. In the last decade, Kha lifa and Liu (2003) stated that ‘we have witnessed a substantial growth of internet based on services, both from traditional companies and pure internet business that are developing online services. Despite apparent growth there are no reliable statistics concerning E-commerce in Kuwait. However there are indications that the volume of e-commerce in Kuwait is growing slowly as discussed by Al-Sabah (2009) Kuwait Financial Forum, the Central Bank Governor stating We expect growth but so far we have not found a proper to be estimated for 2010, it depends on so many variables. In research shown in Economist Information in 2006 involving over 100 countries regarding availability of e-commerce, Kuwait came 50th. As the business world recognised the advantages of such socioeconomic changes, Kuwait began to take note of the advantages of electronic trading and commerce including the set up and development of measurements of electronic trading facilities and venues across the country (Al-Shati, 2009). As e-commerce is newly introduced in Kuwait, in order for Kuwaiti firms to reach world standards there needs to be research in different contexts of e-commerce such as online retailing to utilize opportunities and avoid risk. As observed by Lin (2003) the key to success in e-commerce depends on knowing customers and studying a customers viewpoint. The internet has singlehandedly created a concept shift away from more traditional methods of shopping. Studies by Joines et al. (2003) indicate the number of internet users is constantly increasing which signifies online purchasing is also increasing. Oppenheim and Ward (2006) agreed with Joines et al. (2003) explaining rapid increase was due to the growth of use of broadband technology combined with a change in consumer behaviour. Hollensen (2004) added that the internet has developed into a new distribution channel and evolution of this channel and e-commerce. Constantinides (2004) pointed out that in the influence of the consumer the first step was to identify certain impact aspects when purchasing online regarded as dimensions. Numerous and varied studies have been conducted worldwide to identify the advantages and disadvantages of e-shopping. Bridges and Florsheim (2008) argue that online shopping has advantages for both consumers and retailers. From a consumers point of view they found e-shopping allows a lower price, different alternatives of products/services, and customized products. Additionally they established retailers benefited from online shopping as it allowed them to reach a maximum number of customers, reduce communication costs and rapid transportation. However, e-shopping has also been criticized as online shopping may be considered non-trust worthy due to concerns of security of privacy (personal and financial information), lack of examination of the products, lack of human interaction and a concern the quality of the products will not reach customer expectation. From a retailer perspective the disadvantages of online shopping are providing high quality and creating special services can be very costly for the firm and may not be a good incentive to make consumers purchase (Kim and Forsythe (2009) and Lee et al. (2006). Whether it is a traditional market or online market, Hollensen (2004) pointed out that the retailer should understand the online consumer purchasing behaviour and how individuals make decision and buying choices. Therefore, Kotler and Armstrong (2007) stated that the marketers have developed different theories that can explain why consumers interpret information provided by e-retailer in a certain way, and thereby understand certain behaviours. Several authors have set out different definitions of consumer behaviour. According to Dr. Perner â€Å"consumer behaviour is study of individuals, groups, or organizations and the processes they use select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society†. Hollensen (2004) and Constantinides (2004) agreed that consumer online purchasing behaviour is a process of various factors and influences experienced by a consumer before fin ally purchasing products online. Online consumer behaviour researchers have therefore examined the adoption of technology for e-purchasing in different aspects. There appears to be no constant model of online purchasing adoption and behaviour as it depends on the nature of adoption as influenced by characteristics or social issues; Theory of Diffusion of Innovation (DOI) Roger (1983). In order to investigate consumer online purchasing behaviour, Theory of Reasoned Action (TRA) and Theory of Planned Behaviour (TPB) are considered dominant theories to measure online purchase intention and attitude behaviour, with Decomposed Theory of Planned Behaviour (DTPB) (Taylor and Todd 1995) the extended TPB. On the other hand, one essential model for development technology usage perspective is the Theory of Technology Acceptance Model (TAM) Davis et al. (1989), which developed into the Online Shopping Acceptance Model (OSAM) (Zhou et al. (2007). E-commerce researchers have measured different approaches for understanding online consumer behavior. Chen and Corkindale (2008) and Hernandez et al. (2009[a]) measured factors that influence consumers online purchasing behavior from the perspective of innovation adoption and accepting technology. Moreover, other authors examined trait attributes, situational factors, web site quality, and individual factors and influences on attitude and intention of consumer purchasing online (Monsuwe et al. (2004); Liao and Shi (2009); and Vazquez and Xu (2009)). Chen and Crokindale (2008) agreed attitude and intention have a strong relationship with acceptance of technology and the decision of purchasing online. In addition, innovation characteristics were considered significant factors that influence of technology adoption and purchasing behavior (Rogers, 1983). Therefore in order to understand online purchasing behavior it is important to measure different factors that may influence e-shoppers and determine online shopping based on insight from technology adoption innovation diffusion literature. This study will therefore present the Liu Model (2004) using it to identify factors that influence Kuwaiti consumer purchasing online. It will also measure the relationship between characteristics of internet retailers/consumers and characteristics of innovation, allowing the research to examine the impacts of these characteristics on consumer decision making and then purchasing behavior. 1.2 Online purchasing 1.2.1 History of Online Shopping In the 1990s online shopping emerged as a technological breakthrough and novelty in the business arena. Strengthening year on year in 1994 the first of its kind, an online bank was opened and Pizza Hut offered pizza ordering on their web page. Netscape then presented Secure Sockets Layer (SSL) to secure transactions, an essential feature of e-shopping. In 1995 Bezos launched Amazon.com, one of the most successful online businesses worldwide, followed by ‘e-bay an online auction site. By 1997 an estimated 41 million people were shopping online. With advances in technology in 1998, electronic postage stamps were introduced, whereby individuals could download and print stamps after paying a fee. In 1999, with the first online shop in the UK, The Virtual Mall was also launched, considered the first UK graphical internet shopping mall. The online shopping market developed rapidly from this point as the consumer gained in confidence and knowledge. In 1991, Kuwait University connected all university campuses together with the internet using International Business Machine (IBM) then known as BITNET with the help of Ministry of Communication (MOC) university campuses together. This network was limited to e-mail and other minor services. The National Science Foundation (NSF) agreed to expand the internet services to Kuwait in 1992 (Hussain, 2003). 1.2.2 Kuwaiti Consumer Attitudes Towards Online Shopping Online shopping is a relatively recent phenomenon that has gradually expanded worldwide reaching Kuwait. Compared to traditional stores, e-shopping is far from the target customer in efficacy and provides significant advantages in time saving and low costs. Although developing online shopping in Kuwait advances slowly, it is establishing a solid base as it incorporates a certain lifestyle, is a convenient option and its adventurous nature is attractive to Kuwaiti youths. With these factors increasingly dominant in daily routine, purchasing online has become a natural option in countries such as the USA and economic areas of the EU and the GCC ( Maarafy et al. 2007). Common products selling in Kuwait online are from the USA, the UAE and Asia. According to Forrester research (2008), Global e-commerce spending in 2000 was 132 $ billion, and expected to spend more than 1 trillion by 2012. In GCC capitals, the usage of online shopping behavior is different in the USA compared with and European and Asia Pacific cities. In Kuwait the online shopping concept is relatively in its early stages, however the adoption of online purchasing is expected to grow continually in coming years. With a high level of penetration in neighboring countries online such as Saudi Arabia and UAE, Kuwait will not be far from this diffusion of web shopping. Among the GCC, Kuwait lies 3rd with 10.7% in terms of e-commerce penetration, against 25.1% UAE and 14.3% in Saudi Arabia (Field, (2008)). According to recent worldwide research, as shown in Table 1.1, Kuwaits internet user growth has jumped from 5.8% of the population in 2000 to over 34% in 2008 and five times more users in the same time period and with further growth expected. Table1.1: Growth Internet Users in Kuwait Year Users population % population 2000 150,000 2,424,422 5.8% 2003 567,000 2,530,012 22.4.% 2005 600,000 2,630,775 22.8% 2008 900,000 2,596,799 34.7% 2009 (estimated) Above 900,000 2,692,526 33.4% Source: world wide statistics.com According to Al-Bahar (2009), Kuwait Consumer Adaptors online shopping distinguishes between local and international websites when purchasing online for many reasons. Kuwaiti consumer purchasing online and local websites are still in their infancy and under development. Thus, consumers are oriented to external websites they have established reputations, are trustworthy and provide an assurance of quality of their products. Express delivery firms such as Aramex and DHL compete to provide their services for delivery products in efficacy and effectiveness to encourage customers to e-purchase (Al-Abdullah, 2009). However, according to Al-Awan, (2008) e-shopping in the Kuwait market is still in its development stage through lack of organization. In order to enlighten and educate consumers, huge effort needs to be made with responsibility on the retailer to reach their maximum number of potential customers in order to realize value. Recently online businesses have started to establish themselves as limited e-firms providing products and services for Kuwaiti customers. 1.3 Problem definition E-commerce penetration: With the adoption of Kuwaiti consumer online purchasing low, the penetration of e-commerce in Kuwait remains relatively slow with a lack of studies relating to Kuwaiti e-shopping adoption. Consumer e-purchasing awareness: Due to a lack of consumer awareness of online shopping it has not been used widely in Kuwait. E-retailer strategies: As online selling is different to offline selling, it is necessary to fully understand consumer behavior in order to set up business strategies for the long term. In addition the rapid development of technology related to the internet enhances the shopping experience and encourages potential customers to purchase online. It is therefore critical for e-retailers to identify what factors influence the consumer when e-shopping. 1.4 Research objectives The overall objective of this research is to gain a deeper understanding of online purchasing behavior in Kuwait and factors affecting their buying decision process. This study is therefore focusing on the following objectives: To investigate the key factors affecting online purchasing behavior of Kuwaiti consumers. To explore the impact of the decision making process on Kuwaiti consumers purchasing behavior. To determine the relationship between factors influencing purchasing behavior and the decision making process. 1.5 Research Questions To fulfill the purpose of this research and reach the stated objectives related to consumer purchase online behavior the following research questions need to be addressed: What are the main factors influencing Kuwaiti customers online purchasing? How do these factors affect online purchasing behavior? What is the impact of the decision making process on consumer online purchasing behavior? What is the relationship between factors influencing behavior and the decision making process for e-shopping? 1.6 Research methodology This studys approach is deductive, because it measures factors that affect online shopping to explain Kuwaiti consumer online behavior taken from previous studies in different countries. It is mainly explanatory, developing a deeper understanding of the online purchasing behavior of Kuwaiti consumers while investigating varied opinions related to local e-commerce, alongside which factors affect their purchasing behavior. To a certain extent it is exploratory because of a lack of previous research in the online purchase behavior in Kuwait and Gulf region. The study is also mildly descriptive due to previous research of online market phenomena conducted in different countries and extended to Kuwait. Moreover, this research is quantitative in nature using primary data for the survey questionnaire as the main tool of data collection in order to discuss online Kuwaiti consumer purchase behavior. The questionnaire was randomly distributed either in person or through email. The total sample size 500 was distributed in Kuwaiti firms, ministries, universities and public places with 360 respondents. The data collected from the questionnaire is then used to identify relationships and connections between these variables to achieve the studys objectives. 1.7 Limitations In the course of this research a number of limitations were identified as follows: As the research examines consumer online shopping behavior without specifying the type of product exchanged whether tangible or intangible, it is limited in its scope. This study is limited to selection factors covering aspects of Kuwaiti consumer online purchase behavior disregarding other variables of satisfaction, trust, social aspects and situational factors. As with all research using survey data the sample may not be fully representative of the actual behavior in the population, as it is impossible to directly compare our data with data collected on the State of Kuwait level on online purchasing behavior due to time factors. Investigation focuses on online consumer behavior mainly from the customers perspective rather than the retailers perspective. This study evaluates only the online adoption purchasing behavior without evaluation of service quality offered by distinct websites. With a lack of previous research in this topic in Kuwait and the Gulf region, there is little, if any, comparative literature review or use as a framework. 1.8 Thesis structure In the first chapter; an overview of the research area is given, introducing e-commerce in general, then in Kuwait. This is followed by a presentation of the country relevance, the problem definition, the research objectives and questions, the research methodology and the limitations of the study. Chapter Two provides a comprehensive review of relevant literature concerning the research to draw an understanding of dominant theories that explain online consumer behavior, followed by factors that influence consumer online purchase with an integrated consumer making decision process. Chapter Three covers the research design and methodology exploring the methodology of the strategy of collecting data and analysis of the survey questionnaire to achieve the objectives. In Chapter Four, data analysis presents the empirical data collected with analysis and a survey discussion of the results. Finally in Chapter Five conclusions drawn from the overall study are summarized with recommendations made for future research in the subject area. Chapter Two: Literature Review 2.1 Introduction In this chapter an overview and examination of theories of adoption and online technology acceptance behavior from a global perspective is presented, with a comprehensive review of relevant studies conducted on consumer behavior purchasing online with the decision making process. Interactivity is considered a primary principle for the World Wide Web (WWW) with Lee et al. (2006) arguing that â€Å"interactivity is the extent to which users can participate in modifying the form and content of a mediated environment in real time†. The WWW allows unprecedented access to information and markets which has impacted societies globally with people able to search for information and/or purchase product/service online. Factors influencing consumer online purchasing behavior have been explored between 2004/09. Ha and Stoel (2004), Lee et al. (2006) and Hernandez et al. (2009) [b] analyzed the online behavior from the perspective of innovation adoption and accepting technology by identifying the consumer acceptance of innovativeness and frequency of shopping online. Lin and Wang (2008) focused on the decision making process arguing that consumers depend on their experience with repeat shopping. Broekhuizen and Huizingh (2009) agreed adding experience will lead to a strong relationship between different variables (such as saving time/effort, enjoyment and price attractiveness) and intention to purchase. The research of Monsuwe et al. (2004) and Liao and Shi (2009) explored situational factors, trait attributes, individual factors and website quality and impact on attitude and intention of consumer purchasing online. This review will therefore cover wide-ranging theories considering the features and benefits of numerous models proposed by such authors studying online consumer behavior. 2.2 Technology readiness and Self-Services Technologies While customer innovation adoption behavior and diffusion of innovations have been investigated for decades, recent interest has turned toward Self-Service Technologies (SSTs). SSTs involves new service access provided via new channels to meet customer demand in an effective and efficient way. Many technological innovations face resistance from customers, due to a lack of experience and uncertainty. Therefore research involves varied measurements such as: innovation characteristics, service quality, individual differences, ease of use and usefulness. Liljander et al. (2006) agreed personal traits suggest influence on customer adoption of SSTs. A study by Parasurman (2000), presented the attitudinal measurement â€Å"Technology Readiness (TR), peoples propensity to embrace and use new technologies for accomplishing goals in home life and at work† stating TR is considered a factor influencing SSTs. The same author explained an individuals positive or negative feeling toward tech nology is dominant identifying TR consists of multi-measurements of: Insecurity, Discomfort, Innovativeness and Optimism. The latter, Optimism refers to the positive view of technology and beliefs of control that enable users to increase convenience, efficiency and flexibility, while, Innovativeness is peoples tendency to open up to technology. Discomfort is an individuals perceived lack of control of technology and has a strong negative influence on SSTs. Insecurity refers to lack of trust in technology and its ability to work effectively. Notably, optimism and innovativeness are considered highly TR individual contributors, with discomfort and flexibility considered to have high level inhibitor attributes decreasing TR. Liljander et al. (2006) proved in their research a positive effect of TR on customers attitude towards using SSTs and their website evaluation, finding technology linked with convenience, freedom and control as vital when building positive attitudes towards using S STs. 2.3 Original theories of consumer online behavior Having reviewed numerous forms of literature no singular constant model has been identified for innovation diffusion and adoption. Innovation technology depends on the nature of adoption influenced by social theory or characteristics of innovation such as the Technology Acceptance Model (TAM) devised by Davis et al. (1989).Therefore diffusion theory and other factors have been widely used to guide consumer behavior research. Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB) are dominant theories examining consumers online purchase intention and behavior. TAM is considered an initial model for technology usage development, as it is customized to understand the adoption of computer-based technology in the workplace and is used in many studies. Conversely other researchers criticized TAM, because it explores simply the technology side. TRA has evolved from TAM, determining individual attitude toward and behavioral intention to use this new technology. TPB is considered another update from TRA. Theory of Planned Behavior identifies the behavioral intention of purchase online influence with its attitude to technology. Rogers (1983) created a Diffusion of Innovation Theory (DOI) that illustrates adoption of innovation dominant over time in social systems. This theory depends on critical elements, the time of adoption and characteristics of innovation. 2.3.1 Technology acceptance model By using Theory of Reasoned Action as a theoretical base Davis et al. (1989) created a Technology Acceptance Model. TAM is identified a viable paradigm for examining consumer adoption for the new technology and information technology. The genuine TAM determined the actual use of technology, attitude toward using this technology connected with beliefs to define behavioral intention to use new technology as explained by Liu (2004) and illustrated in 2.1. TAM focused on beliefs about the usefulness and ease of use to be a main role in technology adoption behavior. Perceived Usefulness (PU) refers to the degree of potential individual perception that use of new technology will enhance improving performance Davis et al. (1989). Perceived Ease of Use (PEOU) is identified as an individual perception of using technology not requiring extra effort. Perceived Enjoyment was added later by Davis et al. (1992) and considered â€Å"essential motivation in adoption of new technology, the extent to which the activity of using computer is perceived to be enjoyable in its own right, apart from any performance consequences that may be anticipated†. In TAM, behavioral intention to new technology usage was determined by a persons attitude toward using this technology. In addition TAM evolved with an updated version proposed in 2000 by Venkatesh and Davis called TAM2. This new model was influenced by subjective norms, image and output quality. Having examined PU, PEOU and enjoyment in different shopping experiences, Lee et al. (2006) and Bridges and Florsheim (2008) found that seeking hedonic benefit depends on perceived enjoyment through online experience. Hedonic elements may encourage internet use, but not necessarily online buying. Furthermore, an individual consumer may be oriented to seek experiential value through enjoyable browsing or shopping online or for their own fun experience. Seeking utilitarian benefits also relies on perceived ease of use and satisfactory outcomes, in addition to influencing the purchase directly. Utilitarian orientation defined by Bellenger and Korgaonker (1980), Babin et al. (1994) and To et al. (2007) observes orientation or motivation seeking instrumental value to minimize time and effort shopping and cost saving or seeking convenience. Acquired benefit depends on whether the mission of shopping is completed or not. The e-retailers focus providing utilitarian benefits more than hedonic benefits will increase or be completed efficiently during the process of online buying and future intention. 2.3.2 online shopping acceptance model Zhou et al. (2007) proposed an extension model of TAM called â€Å"Online Shopping Acceptance Model† (OSAM). This model considers a general view of online purchasing acceptance from the consumers perspective. These authors also pointed out that in spite of TAM Davis et al. (1989) being broadly used to examine online purchasing environment, it does not analyze specific online shopping characteristics. Therefore OSAM integrated consumer factors in traditional markets and theories may be added to TAM factors to re-examine the issue in the context of online shopping as showed in 2.2. Moreover, OSAM have been developed to predict and explore consumer acceptance e-purchasing by incorporating the beliefs, intention, and attitude behavior relationship into the perspective of perceived usefulness which was replaced by perceived outcomes to cover potential benefits and e-shopping risks. Shopping orientation and motivation have been added from traditional market factors considered antece dents of online purchasing intention and online experience as factors that construct during navigation of e-shopping sites. Also, satisfaction as mediators between behavior and intention has been added. OSAM considers a strong predictor of continue intention to purchasing more than perceived usefulness. Furthermore, this model includes consumer demographics and normative beliefs with their influence on e-purchasing intention. Exploring the development of TAM by introducing OSAM will enhance our understanding of different factors that affect consumer behavior intention. 2.3.3 Theory of reasoned action Fishbein and Ajzen (1975) formulated a â€Å"Theory of Reasoned Action† (TRA), which illustrates behaviors expressed by individual intention to perform a behavior from psychological social factors and aims to examine measurements of that behavior. Based on Marshall et al. (2009) and Lee and Park (2009), they pointed out correlations between beliefs, subjective norms and attitude affects on formation of behavioral individual intention. This intention is influenced by subjective norms referring to the individuals perception with outside influences to perform (or not) a specific behavior to purchase as illustrated in 2.3. While attitude refers to an individual attitude behavior, negative or positive, toward adoption of innovation and brand overall which creates their beliefs about the consequences of adopting and the brands attributes (Jobber, 2004). Beliefs are defined by the persons subjective probability that performing a particular behavior will produce specific results. Four types of belief attitude towards to e-shopping were identified by Vijayasarathy (2002); shopping experience, product perception, customer services and customer risk. This model therefore suggests that external stimuli influence attitudes by modifying the structure of the persons beliefs (Ajzan and Fishbein, 1980 and Ajzen, 1991). Further, TRA provides a strong theoretical basis for studying motivation related decision-making. Using this theory is expected to enhance our understanding toward attitudes and behavioral intention of online shoppers. 2.3.4 Theory of planned behavior The Theory of Planned Behavior (TPB) can be appraised as an extension of TRA according to Ajzen (1985) used to predict buying behavior based on Bagozzi and Kimmel (1995) and De Cannià ¨re et al. (2009). A central element of this theory is the individual intention to perform a given behavior as shown in 2.4. Ajzen (1991) identified intention as ‘how individuals are willing to try and how much effort they are planning to exert, in order to perform the behavior. The same author and Chen and Corkindale (2008) state this theory includes an additional element which is an individual perceived behavioral control (PBC). Compeau and Higgins (1995) cited by Dennis et al. (2009) defined it as a judgment of ones ability to use a computer. PBC is compatible with Banduras (1977, 1982) concept of â€Å"perceived self-efficacy which is concerned with judgments of how well an individual can execute courses of action required to deal with prospective situations†. In PBC attitude and subje ctive norms factors can predict intention and behavior. According to TPB, PBC together with intention can be used directly to predict behavioral achievement. This model proposes the intention impact and mediates among these factors: 1) intentions are the immediate antecedent of behavior, 2) fully mediate on impact of attitude towards behavior and 3) intentions partially mediate the impact of perceived behavioral control (Ajzen, 1985, 1991; Fishbein and Ajzen, 1975) as illustrated in 2.4. Furthermore, Ajzen stated that the relative importance of predictors in the TPB would be different among behaviors and situations. On the other hand, TPB components can be used according to De Cannià ¨re et al. (2009) to form the experience after purchasing. 2.3.5 Decomposed Theory of planned behavior In 1995, Taylor and Todd demonstrated that better comprehension of the relationship between beliefs and antecedent of intention need to be combined as attitudinal beliefs as DTPB as shown in 2.5. They argued that DTPB is a strong model, more advanced and purer than the TRA and the TPB model. It was identified that, due to diffusion innovation theory, attitudinal beliefs contained three characteristics of an innovation that affect the adopt

Frankenstein as a Non-Epistolary Film Essay examples -- Epistolary Fra

Frankenstein as a Non-Epistolary Film A novel written in the epistolary style is by nature difficult to adapt to film. The director, perhaps already adept at navigating the ragged breakers of length-contraction and visual style, is forced to deal with the additional sandbar presented by a plot format in which no visual action occurs and, more often than not, this difficulty consequently runs the film aground. Kenneth Branagh, in bringing Mary Shelley's Frankenstein to the screen as Mary Shelley's Frankenstein, succinctly sidesteps this potential pitfall by completely discarding the epistolary format; rather than existing as a lengthy letter penned to Mrs. Saville, the plot is presented as an overheard conversation between Victor and Walton. It is therefore surprising that the problem of epistemology, which is primarily motivated in the novel by its epistolary form, is still present in the film. Whereas Shelley's Frankenstein creates an aura of distrust regarding the veracity of the narratives originally offered through u se of the epistolary form, Branagh's Mary Shelley's Frankenstein illustrates the dilemma of epistemology quite differently; by presenting a flashback in which characters could not possibly possess knowledge of the events upon which they act, the viewer is left to wonder at the authenticity of the whole story as depicted in the film. Mary Shelley's Frankenstein addresses the problem of epistemology by creating within the reader a sense of mistrust regarding the narrative. Presented in the epistolary format, each of the successively burrowing narratives is likelier than the preceding to have been altered in some fashion by its myriad raconteurs. Writing to his sister, Mrs. Saville, Walton suggests to his siste... ...egarding the narratives in both texts, the audience concludes that the events did not occur as depicted, and that multiple characters are guilty of fabricating or altering parts of their accounts. Thus, both Shelley and Branagh utilize the problem of epistemology to reflexively opine about the truth of reality in general; using only characters that are not truthful and spin tales about themselves, Shelley and Branagh both suggest the subjective nature of reality. After all, they seem to suggest, what import does the truth carry anyway if nobody cares enough to tell it? Work Cited Shelley, Mary Wollstonecraft. Frankenstein. The Mary Shelley Reader. Ed. Betty T. Bennet & Charles E. Robinson. New York: Oxford University Press, 1990. 11-72. Mary Shelley's Frankenstein. Dir. Kenneth Branagh. Perfs. Kenneth Branagh, Robert De Niro. DVD. Columbia TriStar, 1994. Frankenstein as a Non-Epistolary Film Essay examples -- Epistolary Fra Frankenstein as a Non-Epistolary Film A novel written in the epistolary style is by nature difficult to adapt to film. The director, perhaps already adept at navigating the ragged breakers of length-contraction and visual style, is forced to deal with the additional sandbar presented by a plot format in which no visual action occurs and, more often than not, this difficulty consequently runs the film aground. Kenneth Branagh, in bringing Mary Shelley's Frankenstein to the screen as Mary Shelley's Frankenstein, succinctly sidesteps this potential pitfall by completely discarding the epistolary format; rather than existing as a lengthy letter penned to Mrs. Saville, the plot is presented as an overheard conversation between Victor and Walton. It is therefore surprising that the problem of epistemology, which is primarily motivated in the novel by its epistolary form, is still present in the film. Whereas Shelley's Frankenstein creates an aura of distrust regarding the veracity of the narratives originally offered through u se of the epistolary form, Branagh's Mary Shelley's Frankenstein illustrates the dilemma of epistemology quite differently; by presenting a flashback in which characters could not possibly possess knowledge of the events upon which they act, the viewer is left to wonder at the authenticity of the whole story as depicted in the film. Mary Shelley's Frankenstein addresses the problem of epistemology by creating within the reader a sense of mistrust regarding the narrative. Presented in the epistolary format, each of the successively burrowing narratives is likelier than the preceding to have been altered in some fashion by its myriad raconteurs. Writing to his sister, Mrs. Saville, Walton suggests to his siste... ...egarding the narratives in both texts, the audience concludes that the events did not occur as depicted, and that multiple characters are guilty of fabricating or altering parts of their accounts. Thus, both Shelley and Branagh utilize the problem of epistemology to reflexively opine about the truth of reality in general; using only characters that are not truthful and spin tales about themselves, Shelley and Branagh both suggest the subjective nature of reality. After all, they seem to suggest, what import does the truth carry anyway if nobody cares enough to tell it? Work Cited Shelley, Mary Wollstonecraft. Frankenstein. The Mary Shelley Reader. Ed. Betty T. Bennet & Charles E. Robinson. New York: Oxford University Press, 1990. 11-72. Mary Shelley's Frankenstein. Dir. Kenneth Branagh. Perfs. Kenneth Branagh, Robert De Niro. DVD. Columbia TriStar, 1994.

Hero In Myth and Film :: essays papers

Hero In Myth and Film " †¦and he saved the day, got his girl and everyone lived happily ever after." Sweet, short, cut and dry, that was the typical ending of our childhood books and early movies. There was the perfect hero and the bad villain. That was in the pre-modern era, now our hero isn’t always perfect and has his flaws. The hero in today’s movies needs these flaws and needs to travel through a combination of paths to become a hero. In order to sell movies which decide who a hero is in today’s society. A hero in today’s society needs to admit that he needs help and isn’t superman, he needs to have problems and prove that he doesn’t belong up on a pedestal where his image is totally unattainable, third he needs to travel one of the paths of a hero according to Seger. Bruce Willis plays the character John McClain in the trilogy Die Hard, he is a good example of a hero in America today. In the third movie, McClain takes on a partner to help him fight a mad bomber. This is different from the movies from the past, James Bond or John Wayne never needed help. The partner he picks is a inner city black man, in the fifties this never would have happened. The fact that he picks a black man incorporates some multicultural aspects into the movie. The fact that he picks a partner shows some post modern aspects of Hollywood. Both of these facts help sell movies and help define a hero in America today. Another aspect that makes McClain a post modern hero in America is the fact that he to has problems, James Bond was never like this, he always had a woman by his side, or falling at his feet. People held this man in high esteem, because he was perfect. However in real life blond bimbos at your feet don’t happen all the time. Post modern heroes have problems McClain even though he is out saving lives and helping people his wife wants a divorce. People can relate better to John McClain because we all have problems besides the bad guys. The hero today isn’t so perfect and people are able to relate to him more easily. The travel of a hero from an average guy to a hero via the myths defined by Seger is also another determining factor in what a hero is today. Hero In Myth and Film :: essays papers Hero In Myth and Film " †¦and he saved the day, got his girl and everyone lived happily ever after." Sweet, short, cut and dry, that was the typical ending of our childhood books and early movies. There was the perfect hero and the bad villain. That was in the pre-modern era, now our hero isn’t always perfect and has his flaws. The hero in today’s movies needs these flaws and needs to travel through a combination of paths to become a hero. In order to sell movies which decide who a hero is in today’s society. A hero in today’s society needs to admit that he needs help and isn’t superman, he needs to have problems and prove that he doesn’t belong up on a pedestal where his image is totally unattainable, third he needs to travel one of the paths of a hero according to Seger. Bruce Willis plays the character John McClain in the trilogy Die Hard, he is a good example of a hero in America today. In the third movie, McClain takes on a partner to help him fight a mad bomber. This is different from the movies from the past, James Bond or John Wayne never needed help. The partner he picks is a inner city black man, in the fifties this never would have happened. The fact that he picks a black man incorporates some multicultural aspects into the movie. The fact that he picks a partner shows some post modern aspects of Hollywood. Both of these facts help sell movies and help define a hero in America today. Another aspect that makes McClain a post modern hero in America is the fact that he to has problems, James Bond was never like this, he always had a woman by his side, or falling at his feet. People held this man in high esteem, because he was perfect. However in real life blond bimbos at your feet don’t happen all the time. Post modern heroes have problems McClain even though he is out saving lives and helping people his wife wants a divorce. People can relate better to John McClain because we all have problems besides the bad guys. The hero today isn’t so perfect and people are able to relate to him more easily. The travel of a hero from an average guy to a hero via the myths defined by Seger is also another determining factor in what a hero is today.

Great Gatsby: Fitzgeralds Criticism Of The American Dream Essay

Great Gatsby: Fitzgerald's Criticism of The American Dream The American Dream, as it arose in the Colonial period and developed in the nineteenth century, was based on the assumption that each person, no matter what his origins, could succeed in life on the sole basis of his or her own skill and effort. The dream was embodied in the ideal of the self-made man, just as it was embodied in Fitzgerald's own family by his grandfather, P. F. McQuillan. Fitzgerald's novel takes its place among other novels whose insights into the nature of the American dream have not affected the artistic form of the novel itself. The Great Gatsby serves as Fitzgerald's critique of the American dream.   Ã‚  Ã‚  Ã‚  Ã‚  The Great Gatsby embodies a criticism of America and the American experience, more radical than any other author has attempted. The theme of the novel is the destruction of the American dream during the 1920s, a period when the vulgar pursuit of material happiness has corrupted the old values that gave substance to the dream. The characters are Midwesterners who have come East in pursuit of this new dream of money, fame, success, glamour, and excitement. Tom and Daisy must have a huge house, a stable of polo ponies, and friends in Europe. Gatsby must have his enormous mansion before he can feel confident enough to try to win Daisy. Fitzgerald does not criticize the American dream itself but the corruption of that dream. What was once for Ben Franklin or Thomas Jefferson ...

A Hypothetical Case

The first thing I would do in this situation if I were the President of the U.S would be to try to get more information about the situation. I would turn to my consultants to get to know where there is any other country that has its own interests in the country discussed.I would request data from the intelligence department to find out whether the revolutionaries get financial, political or some other kind of support from some country, organization or person.Than I would call the OAS meeting and consult them on a course of action they consider being appropriate in this situation. During it I'll emphasize the importance of assuring safety of the 200 American citizens that reside on the territory of the country.   I'll listen to their suggestions, and after that I would call an emergency meeting to discuss the situation with the Senate Foreign Relations Committee.Depending on the choice I would make after consulting the members of the Committee, I would either try secret negotiations with the rebellions or the political force that stands behind them, or call the emergency meeting with the Senate, where I would place the question for whether the U.S should land its Marines in order to help the previous government.As the President of the U.S I have the authority to call the emergency meeting of the OAS, the Senate and the Senate Foreign Relations Committee, in order to discuss the situation with them and make a decision. Landing Marines without getting an advice from the Congress might create a conflict with it, and the relations with the OAS would be strained if I recognized the rebelling group as the new legitimate government without calling a meeting with them.It is also that the force measures taken by the U.S may call negative reaction from international community, and I would pay much attention to this issue, as in the contemporary situation with terrorism the U.S cannot allow itself to loose the potential allies among the other countries.