请帮忙回答一下The unknown factor in the proposal is “consumer demand”, which is influenced or created by mechanisms which are not well understood; the theory on consumer demand for branded daily products is not complete even if we have good statistics available from numerous studies. Then it is a safe proposal that the drivers of demand for mobile TV (cf. the descrip-tion given in the previous paragraph) so far are close to unknown.Consumer behaviour has been defined (cf. [1], p.59) as “the dynamic interaction of affect and cognition, behaviour, and the environment by which human beings conduct the exchange aspects of their lives”. In this context “dynamic” means that the thinking, feelings and actions of individual consumers, targeted consumer groups and society at large are constantly changing (cf.[12]). Consumers’ attitudes are some of the most important aspects in the study of consumer behaviour; attitudes refer to peoples’ overall evaluations of a concept, an idea or an offer of a product or service (cf. [9], [10]). Fishbein (cf. [10]) considers attitude to be a simple, uni-dimensional concept, i.e. the amount of affect a person feels for an object. In other words,attitude represents a person’s favourable or unfavourablefeelings towards the object in question. Intentions to behave are seen as related to attitude but as separate cognitive concepts, i.e. they are not part of an attitude itself (cf. [10]). ,谢谢。