Bilingual Education Essay Example | Topics and Well Written Essays - 2500 words

Bilingual Education - Essay Example In his autobiography Hunger of Memory, Rodriquez unintentionally portrays himself as an exception to his own beliefs. (Rodriquez 12) This book tracks this Mexican American from the time that he was a "schoolchild until he became a literary scholar and nationally acclaimed memoirist. His memoir also describes his gradual alienation from his cultural roots as his assimilation into mainstream culture deprives him of his native tongue and his connection to his past. The book achieves popularity at a time when multiculturalism is becoming a force in American education." (Burt 2004) In order to make sense of the factors that make up Rodriquez's life, he chooses his love for languages to explain how his persona is formed. Rodriquez surmises that it is better to have used English in school rather than to have had a bilingual education. As he struggles to prove this, he represents himself with a paradox of emotions, thoughts, and beliefs. It is his opinion that it was the different uses of languages and his reaction to them that sets him apart. According to Rodriquez, "It is not possible for any child ever to use his family's language in school. " He thinks that "not to understand this, is to misunderstand the public uses of schooling and to trivialize the nature of intimate life and a family's language." (Aria 13) In his writings Rodriquez appears to... In his failure to study these anomalies, Rodriquez does a disservice to himself. When he started school, Rodriquez could only speak "fifty stray English words." (Rodriquez 1) Unlike his brother and sister who attended a Roman Catholic school, Rodriquez went to an all white school with children whose parents were professionals. In his mind, this must have presented a sharp contrast to his own parents who were poor and spoke little English. During this time, he also observed that his brother and sister enjoyed a relationship of togetherness, one that left him feeling alone. His sense of alienation continued to grow as he listened to them " communicating among themselves in Spanish." (Rodriquez 1) Rodriquez has been criticized for cutting himself off from his roots. A better argument would be that the languages barriers that were forced upon him caused this gap. Had he been given a bilingual education this would have been different. Instead of living in language compartments at his home and school, his new English language would have blended into that of his native tongue. As his brother and sister did, Rodriquez would have used both languages interchangeably.If one reads Rodriquez's work closely, they sense his great affection for his family. The feelings of shame that he talks about are more general than personal. Nevertheless, it is easier to attack the character of Rodriquez than to discover the bonds that exists between him and his people in spite of their physical and psychological differences. While addressing the relationship between his brother and sister, it is evident that he has the feeling that he is an only child. Rather than to see how a bilingual education might have made a difference, he chooses to feel

Boundary Location Assignment Example | Topics and Well Written Essays - 500 words

Boundary Location - Assignment Example This boundary allocation was considered very important. This is because it was meant to give a clear direction on different boundaries of regions (Keen 1995). This was meant to create peace in those regions. It is important to note that lots 12 and 13 were bordering each other. These lots were supposed to be differentiated properly to avoid conflicts between the neighbors. It must be noted that these two lots were put in to place by professionals who understood how to divide boundaries. It must be noted that lot 12 and 13 were divided in accordance to legal requirements that regulates issues that pertain to land (Conrow 2003). Boundary location between lots 12 and 13 was done in a better way. These boundaries were put in place by legal experts. Let me also note that location of these boundaries is in tandem with laws that regulate land in the country. It is important to note that the allocation of the two boundaries took long time. This was contributed by the complications and complexity of the whole process. It is also important to note that boundary location between lot 12 and 13 put in to account the interests of the residents in those regions. It is therefore important to highlight this will result in to creation of peaceful coexistence between the two neighbors. According to me, allocation of lot 12 and 13 was legal and proper (Wilson 2010). The part shown in figure 3 is not part of my client’s property. This is because this part has been demarcated clearly. According to the picture, my client does not deserve this region because it is within another person’s land. Let me highlight that clear demarcations, as fences should be used to differentiate different regions. This will ensure that there is no conflict between residents in those regions (Anderson 2011). The owner of cottage has to realize that it is located in another person’s land. According to the figure, demarcations show clearly that it within another

Coffee and Starbucks Essay Example for Free

Coffee and Starbucks Essay Starbucks has been the most successful coffee chain using their aggressive expansion strategies to surpass its competitors. Through its expansion, Starbucks has focused on creating a dense network of stores all around US, while also opening up new locations all around the world. However, Starbucks’ aggressive expansion strategies have posed major threats to its financial health such as tight cashflows, increase debts, poor liquidity ratios and etc. In addition, this approach can exacerbate competition among close Starbucks stores. Due to the aggressive expansion, Starbucks has lost its internal focus in its core business coffee and its unique â€Å"Starbucks Experience – third place†. The issues are how Starbucks can stay profitable in the future and at the same time sustain its dominant position in the gourmet coffee industry. We have examined the industry analysis that focuses on the industry trends, the firm competitive environment and followed by a SWOT analysis on Starbucks. Finally, we look at the company strategy analysis that focuses on the Starbucks’ strategic intent and its strategic position. From these analyses, we recommend a few options where Starbucks should pursue moving forward in order to avoid further decline and sustain its dominant position. .:Company Background History:. Starbucks Coffee, Tea and Spice was established in 1971 by Jerry Baldwin, Zey Siegel and Gordon Bowker in Seattle to sell roasted coffee beans and coffee machines. (See Exhibit 1 for timeline) At that time, the founders’ philosophy was to provide high quality coffee and educate the public the art of appreciating fine coffee. It was the founders’ passion and strong commitment on educating the public that attracted Howard Schultz to join Starbucks in 1982 as the head of the marketing department, overseeing the company’s retail stores. On one of his business trips to Milan, Italy, Schultz stumbled upon an opportunity to revamp Starbucks and shift its focus from its original business activities. Schultz’s new business proposition for Starbucks was to serve freshly brewed coffee at their outlets which he sold to the founders without success. After many unsuccessful attempts, he left the Company. In 1987, Schultz acquired Starbucks from the founders and changed its name to the more abbreviated ‘Starbucks’ and modified her logo to what we see today. After the acquisition, he introduced the idea of ‘The Starbucks experience’ to all Starbucks’ outlets; that is to create a comfortable atmosphere for patrons to relax. From then on, every Starbucks outlet was the perfect duplicate of this concept. In 1992, Starbucks had launched an IPO and its common stock was being traded on the Nasdaq. In 1995, Starbucks venture overseas and formed a joint venture with SAZABY Inc to open Starbucks stores in Japan. In 1996, Starbucks first oversea outlet was opened in Tokyo. Today, Starbucks has a total of 7,087 Company operated stores and 4,081 License stores in US. Additionally, it has 1,796 Company operated stores and 2,792 Joint Venture and License store operating in other 43 countries. .:Definition of the Industry, Competitors and Scope of Analysis: Generally, Starbucks is in the Food and Beverages industry. However for the purpose of this paper, we would define Starbucks to be in the gourmet coffee industry with the following competitors : †¢Coffee Bean and Tea Leaf; †¢Costa Coffee; †¢Caribou Coffee (See Exhibit 2 for a brief write up on reasons for the choice of these competitors and some background information of them) For the purpose of this paper, our analysis will be focusing on Starbucks in US and Australia. The next section provides an overview of the gourmet coffee industry and the competitive environment in US and Australia. .:Overview of the Industry:. .:Political Forces:. Generally both the US and the Australia political situation appeared to be well established and stable. This will provide a good platform for both current businesses and new businesses to operate in. In US, despite the current verge of recession, the political mood is still likely to favour increased regulation of businesses. In addition, even though international tensions are likely to remain but their impact on political stability and economy will remain minimal. Similarly in Australia, the political climate is likely to remain relatively stable. Although the relationship between the federal government and the states had been rocky in the past; it has improved after the introduction of a more stable formula for revenue distribution. .:Economical Forces:. US: Real economic growth is expected to slow from an estimated 4% in 2008 to 3. 8% in 2009. The modest slowdown reflects the impact of lower demand from its trading partner. As these exists imbalances in the economy and the poor short-term outlook for growth, it is assumed that conditions in the US are now recessionary and that growth will remain very weak in 2009. This will in turn affect the GDP and the disposable income of its residents. Australia: Traditionally, rapid growth in Australia has been slowdown recently due to recession. Improved monetary and fiscal management have reduced macroeconomic volatility, but risks and imbalances are present. The low domestic savings rate renders the banking system dependant on foreign financing. The current account deficit is large, and international financial markets may start to worry about the underlying causes. Bubble conditions also seem to exist in the housing market. .:Socio-cultural Forces: Consumers’ Perceptions and Disposable Income:. US: There had been an increase in coffee consumption in the US market though the rate had slowed down in 2005 posing threats to coffee retailers. Recently, US consumers had increasingly opt for healthier hot drinks such as tea and RTD beverages which affect coffee consumption rate. The trend is likely to continue, leading to decline in coffee consumption. Australia: Coffee sales had experienced quite lukewarm growth from 2000 to 2005. The culture of cafe had caused more people to opt for on-trade sales coffee at the cafe instead of home-brewed coffee. According to BIS Shrapnel, people increasingly tend to go to cafes for their coffee and there is an increase of 50% within 2 years in coffee consumption. .:Technological Forces: Technological Developments:. Technological changes have created many new products and processes. It helps to reduce costs, improve quality and lead to innovations which in turn benefits consumers as well as organizations. Many organizations in the gourmet coffee industry had recognized the importance of providing wireless internet access and Wi-Fi hotspots to its patrons. These technology advances had created a leisure place for patrons to surf net or hang out after home and work. Most of the organizations had also introduced automated coffee machines to speed up the brewing process so as to shorten waiting time. To further improve business operations and efficiency, some organizations have also make use of information technology systems to help them run their businesses more smoothly. .:Environmental Forces:. With major climate changes occurring due to global warming, many organizations in the gourmet coffee industry had increased their environment awareness by reduced the usage of disposable cups to serve coffee and increased the use of ceramic mugs. Furthermore, the organizations had also reduced the size of their paper napkins, paper bags and in store garbage bags. The organizations were also encouraged to purchase Fairtrade certified coffees so as to promote responsible environmental and economic efforts. The following section presents our analysis of gourmet coffee industry with the aid of Michael Porters 5 Forces model. .: Analysis of Gourmet Coffee Industry- Porter 5 Forces:. Please refer to exhibit 3 for the criteria used for the scoring of each forces and an analysis of each forces. Force #1: Threat of New Entry:. †¢Threat of new entry is high. †¢High start up cost involved in purchasing equipments, sourcing for coffee beans and training barista. †¢Strong brand identity leading to high switching cost for consumers Score: 10 Force #2: Threat of Substitutes:. †¢Substitutes are gourmet coffee of a different brand †¢Current gourmet coffee industries is saturated †¢High switching cost. †¢Threat of substitutes considered to be relatively high Score: 6 Force #3: Bargaining Power of Suppliers:. †¢Majority of commercially available coffee beans come from a few industrializes countries. †¢Increase the cost of coffee houses in sourcing and gaining access to these high quality coffee beans. †¢Bargaining power of suppliers is relatively high Score: 5 Force #4: Bargaining Power of Consumers†¢Bargaining power of customers is relatively neutral. †¢Current player gained brand loyalty †¢Product differentiation helps to retain current customer and attract new customers. †¢However price sensitive customers might seek for cheaper alternative. Score: 0 Force #5: Rivalry between Competitors:. †¢Intensity of rivalry is moderate. †¢Brand identity and high switching cost is relatively unfavorable to new player that has just entered the market. Score: 3 Conclusion:From the above analysis, we noted that the threat of new entry, the bargaining power of the supplier and threat of substitutes are relatively high. On the other hand the bargaining power of the consumers is neutral and the intensity of rivalry is moderate. Hence from the above.

Analysis Of The Characteristics Of Online Fashion Shoppers Marketing Essay

Analysis Of The Characteristics Of Online Fashion Shoppers Marketing Essay Online fashion shopping is a segment of e-commerce that has both a large consumer marketbase and an ever-progressing curve of technology information development. The elements that go into market research for shopping online involve two main aspects: the consumer and technology, as discrete yet related elements. There has been much research conducted which explores both facets, and research which has attempted to view the impact of one area on the other. Consumer behavior in the online marketplace has typically been reported as influenced mainly by the factor of convenience. If it is convenient, then the consumer will favor online shopping. Technology has been most often cited to influence consumer shopping behavior if it is easy to use. Both the consumer and the technology element have undergone an evolution that is not yet finished in terms of defining market elements. As technology develops, so too that influence consumer behavior, which in turn influences technology, and so on. Va rious consumer models have evolved to explain online shopping behavior, and for the purposes of the following research thesis, both the utilitarian and hedonistic motivation models are referenced and applied. Additionally, various technology acceptance models have been posited as antecedents in defining consumer behavior for online shopping. A description of some commonly utilized models is provided in this thesis, though no one model is utilized here. However, elements of the technology acceptance models that are fairly ubiquitous across the models are utilized, those chiefly being the perceived ease of use (of technology) and the perceived benefit to the consumer of utilizing the technology (here, online fashion shopping). This research thesis looks at personal characteristics as they influence various behaviours and attitudes toward online fashion shopping. A survey questionnaire is used as the data gathering instrument. Responses are reported as frequencies and cross-tabulations . A discussion on the findings is offered in both the section on the analysis and in the conclusion of this thesis. CHAPTER 1: Introduction: Concepts, Issues, and Definitions Statement of Purpose The purpose of this research paper is to examine the attitudes and characteristics of people who use the internet to engage in online-shopping to determine if there are personal or demographic factors that influence online fashion shopping. Various technology acceptance models are examined and utilized to elucidate those factors of the consumer that drive their online fashion shopping behavior (Zhou, Dai, Zhang, 2007). The importance of this issue has its foundations in the growing prevalence in web-based consumerism. Research into online consumer shopping behavior tends to focus on either the technology aspect or the consumer aspect. These two approaches are but mirrors of each other, with data from each aspect used to tweak marketing and technology elements. While a great deal of online shopping research concerns the web interface and how it is perceived by users and how that influence their buying behavior, there is also a great deal of research on consumer behavior, including demographics. The relevance of this particular research project approaches the topic from the consumer end, through examining their actual personal attributes and characteristics, with influencing factors as found in the technology aspect. Consumers, in this case online fashion shoppers, have choices in their shopping preferences, which is of primary interest to retailers and marketers. The factors which influence their buying decisions from front-end identification of a need or desire to back-end fulfillment through market selection and procurement can be elucidated through examining the attributes and characteristics of these consumers (Cho Fiorito, 2008). This data may inform not only the identification of trends in consumerism, but also practical applications for web-based marketing applications. The first decade of the 21st century shows a domination of internet activity in many aspects of modernized cultures, where business to consumer marketing has proliferated (Dennis, Harris, Sandju, 2002). As knowledge increases regarding the factors that influence online fashion consumers, business can incorporate both the consumer characteristics and the technology aspects required to meet those consumer characteristic-driven choices (Kim Forsythe, Factors Affecting Adoption of Product Virtualization Technology for Online Consumer Electronics Shopping, 2009). The outcome is an optimal online fashion shopping environment that recognizes and adjusts to the influencing elements of its customer base. This research paper will explore those characteristics of the online fashion shopper, in order to better inform both business and technology requirements in this market segment. A comprehensive literature review on the topic is offered to illuminate the topic. A research strategy for examining the topic is given, with relevant design elements in the data-gathering instrument chosen for data acquisition. A conclusion is provided to highlight the main points of this research paper and to synthesize the topics. Research Question The research question for this thesis project is posed thusly: What are the attributes and characteristics of online fashion shoppers that influence their utilization of online shopping sites? 1.3 Objectives of Research The objectives of the research focus on the following areas: To examine the characteristic of online clothing customer. To explore the attitude of people toward online clothing purchasing.   To identify the factors for the use of online fashion shopping of computer-skilled people. To suggest areas of future research for online shopping that are informed by factors of technology acceptance models. The first two objectives of this research focus on consumer attributes. The third objective will be elucidated through exploring technology acceptance models. The final objective synthesizes the information gained from this research project. 1.4 Statement of General Topic Area: Online Fashion Shoppers, Defined Online shoppers are those consumers which have the following general characteristics which can inform the conceptualization of the particular consumer: They are computer-saavy (Dennis, Harris, Sandju, 2002). They have access to utilize a spending account that works with internal payment portals, such as a credit card, bank account, or paypal (Goldsmith Goldsmith, 2002). They seek expanded choice (Jayawardhena, Wright, Dennis, 2007). They seek convenience (Dixon Marsden, 2005). Psychologically, they seek immediate gratification (Zhou, Dai, Zhang, 2007). They shop for fashion items on the internet as a major shopping venue (Kim Kim, 2004). These generalities can be informed through further analysis in any one characteristic area. However, for conceptual purposes of this research paper, the online fashion shopper is a consumer of the modern age, encompassing the areas of technology in the internet age (Jayawardhena, Wright, Dennis, 2007). *BLANK PAGE BETWEEN CHAPTERS* CHAPTER 2: Literature Review 2.1 Fashion is a Gendered Practice Psychological antecedents exist in the research literature for online consumer behavior, yet fundamentally there is the issue of how fashion is perceived as a concept and how that conceptualisation affects cultural and societal perceptions. This is important to understand for its influences upon consumer behavior and the identification of consumer attributes. Fashion: An Overview In the modernized world of first world countries, asking the typical person on the street what is meant by fashion may likely get a response that has something to do with the way people dress. Others may see fashion as a trend in an of itself, as things pass in and out fashion. Yet commonly held ideas about fashion do indeed refer to the individual outward trappings that humans utilize to communicate their presence in the social sphere. These may be clothing, accessories like jewelry, or even items like tattoos or other types of body art. In essence, the making of a modern identity for the individual involves blending fashion with current social mores and attitudes (Entwhistle, 2000). Mears (2008) describes the concept of fashion in terms of how society chooses to communicate popular ideas of fashion through the use of fashion models on the catwalk. Here, posits Mears, the fashion model is constructed based on the floating norms of society, which are subject to the instability in gender ideations of society, and the whims of the cultural production markets. The instability between the rigid structures of the marketplace and an impossible idealized femininity are displayed in modern culture through the idea of the fashion model (Mears, 2008). Fashion, then, is not separate from the body. The body (self) and the items that dress the body are one; they are a reflection of the idea of gender in society (which is variable) and the product of cultural variances in the marketplace. Fashion, in essence, is the product of cultural ideas and practices about gender, place, social norms, and institutions. Concept of Gender Gender does not merely refer to the male/female dyad, in which stereotyped ways of acting are considered to be socially acceptable at any given point in social time. It is not only role ideals, though that is part of it the concept. Gender also encompasses issues of race, sexuality, geographic and spatial time and place, and social class as well (Healey, 2006). Gender also refers to sexual orientation, which may differ from ones biological reality. Buss (2010) reports that gender refers to mate selection, encompassing ideas of physical attractiveness, parental investment, reproductive capacity, and asymmetries between the maternal and paternal role. Those characteristics that were valued more by males had to do with reproductive capacity, while those characteristics valued by women dealt with resource acquisition. The cross cultural references can illuminate the ways in which the gender phenomena causes people to behave; the role of fashion, as one aspect of gender relations demonstrates the various cultural ways in which people may behave in order to choose suitable mates (Buss, 2010). Gender, as recognized as encompassing social ideas about male/female relationships and roles, as well as referring to the individual selection of mates based on male/female desirable characteristics, can inform the manner in which fashion, as a modern notion, is influenced by role stereotypes and evolutionary reproductive tendencies. Consider the role of the female model on the catwalk. Based on a construction of floating norms of society and marketplace vagaries, this idea of the female is highly sexualized, appealing to the male value of reproductive capacity in mate selection. The female idealization of the model is a communication not only to men, but also of women, stating that the ideal mate of the woman is one that can provide resources. It, the model of the catwalk fashion model, encompasses the evolutionary, social, and cultural communication desired by males, and recognized as such by females, through the manipulation of the fashion construct as a media tool of communication between the sexes (Entwhistle, 2000). Fashion, therefore, is essentially a gendered practice. Indeed, this is the practice of communication; the communication of ideas, values, desires, social ideas, and cultural norms is offered through the gender-infused evolutionary and anthropological elements of roles, mates, reproduction, and species survival (Buss, 2010). The example of the fashion model is one easy way to see the transfer of gender ideas. Male-valued ideas and female-valued conceptualizations are quickly viewed through sampling the fashion of a culture. Mate selection (sexuality, reproduction) as one aspect of the gender phenomenon, is provided through the media of fashion communication, which differs depending on time, place, and cultural influences. 2.2 Online Consumers Attributes Sorce, Perotti and Widrick (2005) studied age differences in online buying behavior. They studies 300 college students and staff from a United States university and looked for trends in attitudes based on age differences toward online shopping. Their results indicate that older and younger shoppers buy equally, though younger shoppers and especially first time online shoppers tend to be more varied in the products they buy, while older shoppers tend toward specificity in their buying behavior. Additionally, age differences in buying behavior can help retailers predict age-related product purchase variance, with older shoppers tending to purchase family-related items such as toys and sporting goods at a greater rate than younger shoppers, while younger shoppers tended to purchase items like music, technology, and health-related services as a greater rate than older shoppers. This age difference in product segmentation reflects a broader trend in generational internet use. Jones and Fo x (2009) report that the 18-32 year old age group are more tech-savvy digital natives engaging in a wide range of internet activities, while age groups above 32 years tend to use the internet for banking, shopping, and research (Jones Fox, 2009). Gender differences have also been researched as indicators of online shopping preferences (Kim Forsythe, Factors Affecting Adoption of Product Virtualization Technology for Online Consumer Electronics Shopping, 2009). The use of internet related activities has traditionally been apportioned to a male-dominated sphere (Jayawardhena, Wright, Dennis, 2007). Women perceive a higher level of risk in online shopping than men (Garbarino Strahilevitz, 2004). The trend from a male-dominated, pro-risk approach to internet use is changing, and women are fast closing the perceived gender gap in online utilization (Kim Forsythe, 2009). The male/female difference may be different depending on culture and sexual orientation. Weiser (2000) studied the factors that influence the use of the internet by women. A large survey sample of males and females was used to assess user preferences for internet use. Men preferred to use the internet for education and leisure, while women preferred to use it for communication and assistance with academics (Weiser, 2000). Wolf (2004) suggests that women tend to use emotion in their utilization of the internet, reflecting a stance that gender-based market psychology may inform retailers on how to construct their online portals. Rodgers and Harris (2003) report that three areas affect both men and womens use of e-commerce, those being emotion, trust, and convenience. Men report satisfaction with using the internet in these three area, while women report dissatisfaction in these same areas (Rodgers Harris, 2003). Income level is also positively correlated with online shopping utilization, regardless of gender or age differences (Zhou, Dai, Zhang, 2007). Forsythe and Shi (2003) posit that high internet users tend to have high incomes. They note that perceptions of risk in internet shopping tend to decrease as income level increases. Internet users tend to have more disposable income, which is a reflection on the fact that they use the internet at all. Bucy (2003) reports that internet use is lowest among single mothers, those in lower socioeconomic groups, and older low-income groups. Education has been reported to have an effect on online activity, though these reports have been mixed, ranging from no effect to increased effect of education on online activity (Zhou, Dai, Zhang, 2007). Oftentimes college users simply have greater access to internet resources than other groups, suggesting that simple access as a fundamental resource may impact the utilization of online e-commerce (Seock Norton, 2007). Mahmood, Bagchi, and Ford (2004), however, suggest that education is not an influencing factor in internet use, while the factors of trust and economic conditions are. Convenience is often cited in existing studies as a factor involved in online shopping (Demangeot Broderick, 2007). Park and Kim (2003) discuss the depersonalization of the shopping experience by the utilization of e-commerce. They note that users report a high utility in ease of gathering information and finding good quality through well-designed retail web interfaces, suggesting an overall satisfaction with the e-commerce as found in the factor of convenience. This view is disputed by Jayawardhena, Wright, and Dennis (2007), who find that convenience is not a principally motivating factor for online shopping; indeed, they report that the chief factors that influence online shopping are prior purchase and gender. Trust is another factor involved in online shopping behaviour and speaks to the attributes of the consumer. Women tend to be less trusting of internet shopping than men, and younger people tend to be more trusting of utilizing the internet than older people (Dennis, Harris, Sandju, 2002). Connolly and Bannister (2008) state that the consumers trust in online shopping relates to the perceived integrity of the retailer, and the perceived competence of the retailer. Integrity is based upon a social perception while competence is based upon a technological perception. Internet retailers who seek to engender trust in their customers must incorporate the e-commerce store front with the latest information technology combined with the latest consumer marketing research. How people choose to embrace technology is also an important consideration in internet marketing to online shoppers (Forsythe Shi, 2003). This element can be explained through the examination of various technology acceptance theories. 2.3 Technology Acceptance Theories Technology acceptance theories attempt to explain how and why people come to adopt and use new technology. While there are several models that exist to explain this phenomenon, this paper will report on four theories to place online fashion shoppers attributes within, to help illuminate the factors involved in explaining the utilization of online shopping. The factors of technology that influence online shoppers in how they utilize the internet will be analyzed through the survey instrument of this research project. Online Shopping Acceptance Model Zhou, Dai, and Zhang (2007) constructed an Online Shopping Acceptance Model, illustrating elements of the internet (technology) and attributes of the consumer, to show a flow process model incorporating the elements of motivation, innovation, perception, shopping orientation, normative beliefs, attitude, online experience, shopping intention, and satisfaction, resulting in the event of online shopping. This is an inclusive model, and draws together the salient marketing elements regarding online shopping. In the Zhou et al. (2007) study, the resulting construction of the OSAM offer future researchers a holistic way to approach the area of online shopping. Theory of Reasoned Action The theory of reasoned actions (TRA) was presented by Fishbein and Ajzen in 1980. The origins of the theory stem from the study of social psychology. This field attempts to explain why attitude may affect behavior. TRA seeks to explain and even forecast behaviour based on the beliefs, attitudes and intentions of people. An individuals behavior is a result of these three factors, according to the theory of reasoned actions model. According to Fishbein and Ajzen (1980), behaviour is driven by behavioural intention. A persons intentions stem from the attitude toward the behavior. Moreover, the behavior in addition to the subjective norms, are also affected. During ones lifetime, various beliefs can impact attitudes. Descriptive beliefs can be formed by personal experience, or gained by obtaining outside information. More generally, the more likable an object/concept is, the better the feeling regarding it, and the more unlikeable an object is, the more negative the feeling is regarding it. As a consequence, an individual makes an assessment about the outcomes of various behaviors. Indeed, the person will evaluate the desirability of these outcomes and associate either a positive or negative association with it. The TRA model. This model reports behavior as a consequence of intention to behave, which is prompted by the attitude toward the subjective norm. (adapted from Ajzen and Fishbein, 1980). Technology Acceptance Model The theory of reasoned action  was modified  and adapted into a new model, called the technology acceptance model (TAM). Whereas the TRA model uses  behaviour  and subjective norm, the TAM uses measures of technology acceptance. These measures are how people perceive the ease of use of the technology, and how useful they  perceive  it to be. These two acceptance measures are meant to inform on the intention of people to actually use the new technology.   Ease of use refers to the amount of  effort  the  person  perceives must be spent in using the technology, and usefulness refers to the perception of the person that the technology will  benefit  them in some way (Vijayasarathy, 2004). The following diagram illustrates the TAM: http://www8.org/w8-papers/1b-multimedia/integrated/im_03.gifSource: Sodergard et al. (1999). Diffusion of Innovations Model Diffusion of Innovations theory is the process by which new ideas and technology spread throughout society. DOI tells us how fast and why new ideas spread in the manner in which they do (Rogers, 1962; 2003, pp. 5-7). The communication process through which a new idea or technology is accepted by consumers is the diffusion rubric.   The rate of diffusion is the speed by which that innovation spreads from one consumer to another.   Consumers, by definition, become so through learning about new products, trying them out, and either accepting them or not.   Previous methods of getting market knowledge to consumers was through utilizing the tools of mass marketing, which is essentially a catch-all process, and is both time-intensive and expensive.   Following mass marketing came the use of market strategies that identified and targeted heavy users of a product (Bass, 2004).   This has since evolved into consumer-specific, early adopter model of consumer behavior marketing. The D iffusion of Innovations theory tells us how this happens (Im, Mason, Houston, 2007, pp. 63-66). The following diagram provides a snapshot of DOI theory: http://upload.wikimedia.org/wikipedia/commons/thumb/0/0f/Diffusionofideas.PNG/330px-Diffusionofideas.PNG As the diagram shows, an innovation has adopter categories. These categories are based upon a consumers innovativeness, or likelihood to use the innovation, which can be plotted on an S-curve (Rogers E. , 1962; 2003). Early adopters have more innovativeness than laggards or late adopters. As more consumers adopt the technology (shown in blue), the market share (shown in yellow) will reach market saturation; diffusion of innovation in consumer behaviors thus tells us that once an innovation spreads to a certain point in the consumer base, the market becomes saturated (Rogers, 1962; 2003) (Wikipedia, 2010). Four Key Elements of Diffusion of Innovations Theory DOI theory harnesses the concepts of innovation, communication, time, and social system (the target arena), to explain how and at what rate new ideas move through society and from person to person (or more appropriately, consumer to consumer) (Rogers, 1962; 2003). One can imagine the spread of information about a new idea; one person learns of it, tells another person, that person tells another person, and so on until the innovation idea is spread throughout society. In marketing, this concept works on consumer behavior at a micro-level; someone tries out a new product, tells another person about it, that person tries it and tells another person about it, and so on. Often we here about these ideas, as found in common phrases such as word of mouth is the best advertising, or put your money where your mouth is, and one good turn deserves another; these types market-related processes where the consumer is the biggest advertiser is one example of product/idea diffusion as found in DOI th eory (Solomon, 2004, p. 174). To reiterate, the key elements of Diffusion of Innovations Theory are: Innovation: the change, the idea, the product that is being launched. Communication: the methods through which the information about the idea are being disseminated. Time: the process by which a person (consumer) makes a decision about the innovation, and the speed by which the innovation is adopted by others. Social System: the cohesive arena of people engaged in seeking a common goal. (Rogers, 1962; 2003, pp. 17-24). Decision Making in Diffusion of Innovation Theory A consumer (this report is focusing on consumer behavior) is exposed to an innovation, whether it be a new product or service, and must make a decision about it; will they use it, like it, reject it? The process of decision making in innovations follows a three step model: Optional Innovation Decision: the decision about the innovation is made by a consumer who is somehow different from other consumers in the same social system. Collective Innovation Decision: the decision about the innovation is made by all the consumers within the particular social system. Authority-Innovation Decision: the decision about the innovation is made by one consumer, a leader, an authority figure or figures who are in a position of power. (Rogers, 1962; 2003, p. 372). Some types of decisions are dependent upon decisions made about other innovations. For example, a housewife will not be able to trial a new cleaning product until her local store makes the decision to stock the product. That is called a contingent decision innovation (Persichitte, Tharpe, Caffarella, 1999). Adoption Process in Innovation Decision Making Within DOI theory, there is a decision making process as generally outlined above, as well as a finer decision making process consisting of five stages, known as the Adoption process. The following model details the Adoption process: http://www.fidis.net/typo3temp/tx_rlmpofficelib_8cb7cf257e.png (Royer, 2010). Knowledge: the consumer does not have enough information to make a decision, and may not yet be inspired to seek the information. Persuasion: the consumer is actively engaged in seeking information about an innovation. Decision: the consumer is weighing the pros and cons of the innovation, and may have trouble making a decision. Implementation: the consumer is trialing the innovation, and determining its usefulness. Confirmation: the consumer is finalizing their decision about the innovation. (Rogers, 1962; 2003, p. 83). This is a highly dynamic process, and while the consumer is moved through the stages, this process may rely as much on psychological inputs and variances as it does on hard empirical facts (Kleijnena, Leeb, Wetzels, 2009). Factors Affecting Adoption of Innovations The speed at which an innovation is accepted/adopted depends upon the category of the adopter. A consumer can be a respected person and thus with a vast social network to draw upon, the adopter(s) can be a group of consumers who will heavily use the innovation, or the adopter can be one of the early variety who is influenced by positive messages about the innovation. Through influencing the adoption process, consumer behavior can be directed toward moving the innovations acceptance toward a place on the DOI curve known as critical mass, where the innovations use and adoption are self-sustaining (Rogers E. , 2004). Innovations have inherent characteristics that act upon a consumers choice of adoption or rejection.   First the innovation has some type of relative advantage over its predecessors; second is that the innovation has the quality of compatibility to be utilized in the consumers life; the innovation must be sufficiently complex but not too complex for the consumer to use; the innovation must be able to be trialed with relative ease; and finally the innovation that has high visibility to others is more likely to be adopted by peer consumers (Tornatsky Klein, 1982, pp. 28-30).   Applicable to online fashion shopping, one can meet the conceptual requirements of innovations, in that online shopping is more convenient than visiting brick and mortar stores, online fashion shopping for those that prefer to do their fashion shopping over the internet is highly compatible with the consumers preferences, online shopping for the skilled computer user is very ease to use, and the prevalence a nd spread of e-commerce makes online fashion shopping an attractive venue for the savvy fashion shopping population who use computers. Consequences of Decisions When a consumer makes a decision, there will be some type of consequence or outcome (Burt, 1987). Three categories characterize the nature of these consequences: Desirable vs. Undesirable Direct vs. Indirect Anticipated vs. Unanticipated (Hubner, 1996) (Rogers E. , 1962; 2003). A consumers choice to use one product over another may have undesirable, indirect, and unanticipated consequences, such as the choice to buy fashion apparel online rather than at the locally based brick and mortar store. Where the brick and mortar store supports the local economy in which it exists, providing jobs and taxes, the internet based retailer may be not locally based, thus taking away monies from the local shops that may suffer economically. 2.4 Summary of the Literature The literature thus presented has focused on the concepts of fashion and gender, attributes of online consumers, and technology acceptance models. While e-commerce is a product of the internet age, the field of research regarding online fashion shopping behavior and attributes of online fashion shoppers clearly leaves room for discovery. At best, the antecedents in the research literature offer a way to forward in the research through exploring the new face of consumerism in the age of technology. The idea that is emerging in research into online shopping is that new models are coming to the forefront which offers a holistic picture of the factors that influence the final outcome of product/service purchase. On one hand there is the consumer, and on the other hand there is technology. In between the two facets are many influencing factors, which through the survey questionnaire designed for this research, some of those issues will be examined. CHAPTER 3: Research Strategy Conceptualization of the Issue The purpose of this chapter is to define the methodology used to evaluate issues associated with online fashion shoppers. Given the growing prevalence of e-commerce and the spread of available internet to populations across the world, the nature of the consumer as a field of study is of high relevance. The attributes and characteristics of the consumer may change with time, place, and influencing social climates. While various technology acceptance models exist to explain how people come to adopt/accept the use of technology, the particular factors within th

Midnights Children essay :: essays research papers

Midnight’s Children essay Salman Rushdie's creation, Saleem Sinai, has a self-proclaimed "overpowering desire for form" (363). In writing his own autobiography Saleem seems to be after what Frank Kermode says every writer is a after: concordance. Concordance would allow Saleem to bring meaning to moments in the "middest" by elucidating (or creating) their coherence with moments in the past and future. While Kermode talks about providing this order primarily through an "imaginatively predicted future" (8), Saleem approaches the project by ordering everything in his past into neat, causal relationships, with each event a result of what preceded it. While he is frequently skeptical of the true order of the past, he never doubts its eminence; he is certain that everyone is "handcuffed to history" (482). His belief in the preeminence of the past, though, is distinctly different than the reality of time for the Saleem who emerges through that part of the novel that Gerard Gen ette calls "the event that consists of someone recounting something" (26) (Saleem-now, we can call this figure). Saleem-now is motivated to act not by the past, but instead by the uncertainty and ambiguity of the future. Saleem's construction of his own story is an effort to mitigate the lack of control he feels in looking toward the unknown future. To pacify himself he creates a world that is ordered but this world is contrary to his own reality. Saleem spends much of his energy in the story setting up neat causal relationships between events in his past to demonstrate his place "at the center of things" (272). He carefully mentions his tumble into the middle of a parade for the partition of Bombay and then proceeds to propose that "in this way I became directly responsible for triggering off the violence which ended with the partition of the state of Bombay" (219). When telling us of his school-mate Cyrus disappearance from school and emergence as a great religious prophet Saleem quickly mentions the Superman comics that he had given Cyrus earlier, and attributes Cyrus' rise to prophetdom as a direct response to these comics. By viewing Cyrus' motivation in this way Saleem says "[I] found myself obliged, yet again, to accept responsibility for the events of my turbulent, fabulous world" (309). There is an obvious note of skepticism toward these most overt acts of placing himself at the center of things. At one point he asks himself "am I so far gone, in my desperate need for meaning, that I'm prepared to distort everything†¹to re-write the whole history of my times purely in order to place myself in a central role?

Whirligigs by Paul Fleischman :: essays research papers

Whirligigs by Paul Fleischman After getting humiliated at a party, Brent drives away drunk and decides to kill himself. Letting go of the wheel on the highway, he ends up killing someone else. He killed a girl named Lea. Her mom asks Brent to put up 4 whirligigs, one in each corner of the US. Since they were Lea’s favorite toys, they’re meant to be monuments representing Lea’s ability to make people happy. With wood, sum tools, a book on whirligigs, and a bus pass, Brent leaves on his trip to build the whirligigs. In each of the 4 states, someone sees’ one of the whirligigs and learns a lesson. After seeing the whirligig in Florida, a young Puerto Rican dad learns an important lesson. It’s that people in a group can make good music or bad music. A young girl and her dying grandmother get a lot closer after seeing the whirligig in San Diego, California. In Washington, an adopted kid finds out that his life isn’t that bad after all. And lastly, a girl and her best friend are reunited in Maine. The biggest lessons learned are the ones that Brent learns on his trip to the four spots. All kinds of people contribute to Brent’s change of attitude; one comment or story or facial expression at a time. Not only does he help himself, but also several people that he meets. Some of the conflicts were the times when the kid was throwing rocks at his first whirligig, and when he left his whirligig book on the bus. Each conflict leads to a good ending though. The kid that was throwing rocks at it somehow gained a respect for the whirligig, after his mom told him off. Brent figured that the whirligig had helped him this far and now it was time for the book to help inspire someone else. So the whirligigs turned into a far bigger influence than anyone else could imagine. The rising action of the story was when he would find friends and they would help him to realize certain things about himself. The biker that he met helped him get started on stars. One of the maids that he met on his trip had shown him kindness and through this, she taught him that u can always have a fresh start or second chance at life as long as you try hard enough. And the artist that he met at the ocean helped him learn that u shouldn’t always judge a book by its cover, there might be more to someone than you think.

Literary Device Essay

Bianca Lynch Literary device essay In the novel At First Sight by Nicholas Sparks He uses mood to help you understand the main character, this also helps you to empathize with his problems and correlate to how they may feel. Another literary device he uses to help you connect to the novel is imagery; he paints an elaborated picture of the town Jeremy Marsh now lives in with his new wife Lexi. The Author describes Boone Creek, a small town in NC Jeremy Marsh has recently moved to for his fiance Lexi Darnell, as a small country hick town that anyone coming from NYC would be ashamed to call home. As Jeremy starts to feel more at home, His perspective of the town is changed. It changes from being a hick town to somewhere refreshing where he could see himself settling down with Lexi and their Daughter to come he expresses this early on in ch. Four of the novel, â€Å"The last month in Boone creek, boring as it had been, was actually†¦refreshing† (Jeremy pg 52). In fact he gets so used to the town that when he went back home to NY for his bachelor party he felt out of place, as if something just didn’t fit. His brothers and best friend Alvin criticized his clothes, the â€Å"lumberjack† shirt Lexi bought him. Although Jeremy always did consider himself a somewhat â€Å"stylish† man and if he was still living in NY would have never been seen in those clothes by wearing it made him feel somehow connected to Lexi and his new home Boone Creek. As I read this novel I pictured a clean cut New Yorker moving so a small country town and becoming lost in all the small town gossip and unfamiliar country ways. † They’ll talk behind our backs, they’ll gossip, and it’ll take folks along time to forget that we ‘lived in sin’† (Lexi pg. 4) Lexi told Jeremy when trying to explain to him why they couldn’t live together before getting married. What Jeremy could not become accustomed to was the constant gossip about other people’s lives, although this did go on in the city it wasn’t as bad because new Yorkers don’t have enough time in the day to just sit around and talk about other people’s lives. Another literary device Nicholas Sparks used to absorb the readers attention is mood. Throughout the whole first half of the novel I was left in suspense s to how Jeremy and Lexis relationship would turn out. In the first four chapters the author tries to get the reader to think that there may be some kind of unfaithfulness going on between Lexi and Jeremy on Lexi’s part. Jeremy goes to Lexis job early one day to surprise her and she wasn’t there and did not mention getting off early to him beforehand. When he went to look for her he found her on the bench that overlooked the river with Rodney, her childhood love,† until , that is they shifted on the bench, and he then realized they were holding hands. (Jeremy pg. 73), this along with many other unexplained disappearances by Lexi leads to the suspense in the novel. As I read the end when lexi dies after labor it puts me in a doleful mood. With Jeremy mourning his wife’s death and the thought of their baby girl not having a mother in her life, he refuses to go see his daughter; in fact he said he never wanted to see her. Since Lexi died during Claries birth Jeremy feels animosity towards her, when asked if he saw her yet he said no. â€Å"Jeremy turned away. He didn’t want to heart that, didn’t want to hear anything about the baby†¦would he ever be happy again? †(Jeremy pg 258) Doris, Lexi’s grandmother finally convinces him to go see her, â€Å"And in that instance, while staring at his daughter through a thousand tears, he fell in love and wanted nothing more than to hold Claire forever. † (Narrator pg 263). Jeremy learns to accept Lexis death and accept the gift she left behind, Claire. Although the novel jumps from suspense to love to distressing times Nicholas Sparks still manages to consume the readers attention by using mood and imajery.