2022年电子商务网上购物外文翻译 .pdf

《2022年电子商务网上购物外文翻译 .pdf》由会员分享，可在线阅读，更多相关《2022年电子商务网上购物外文翻译 .pdf（6页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、SHOPPING ONLINE FOR FREEDOM,CONTROL AND FUN The number of consumer buying online, and the amount being spent by online buyers has been on the rise; Forrester Research has estimated internet sales in 1999 to be more than double that of 1998,$20 billion .In comparison,overall retail sales in the U.S.

2、totaled $13 trillion in 1999. thus,e-commerce sale currently account for only about 1% of retail sales, and experts and scholars have argued over the possible upper limit to the percentage of consumer online spending. Will the upper limit of online spending exceed that of other direct marketing at 1

3、5%? Or will it be as much as one third of purchases in many retail product categories by 2010 as recently suggested by Forester Research? Ultimately, the degree to which online shopping fulfills goal-oriented and experiential consumer needs will impact the amount of shopping dollars that consumers w

4、ill choose to spending each environment. While many writers are touting the unique capabilities of the online medium to provide interactivity and personalized experiences, for instance, few have focused systematically on what online shoppers really desire, and why they are shopping online in the fir

5、st place. Clearly understanding what online shoppers really desire, and why they are shopping online can and should inform strategy. Technology and marketing decisions as well as website design. So ,what motivates online shopping? In the offline environment, marketers recognize that consumers shop d

6、ifferently depending on whether their motivations for searching are primarily experiential (for fun) or goal directed (for efficiency). Our research of online customers suggests that these two motivations generalize to the online environment as well. Experiential behavior is especially likely in cat

7、egories where shoppers have an ongoing, hobby-type interest. Collectors and hobbyists enjoy the “thrillof the hunt”as much as the acquisition of items for the collection. As well, having time available and desiring stimulation results in more experiential shopping behavior. Scholars have also discov

8、ered that the higher playfulness associated with experiential behavior results in a more positive mood, greater shopping satisfaction and a higer likelihood of impulse purchasing compared to goal-focused shopping. Goal-oriented or utilitarian shopping has been described by various marketing scholars

9、 as task-oriented, efficient, rational, and deliberate. Thus, goal-focused shoppers are transaction-oriented and desire to purchase what they want quickly and without distraction. Retailing consumers describe utilitarian shopping as work and evaluate the results of their effort by terms commonly ass

10、ociated with work performance, such as success and accomplishment. 名师资料总结 - - -精品资料欢迎下载 - - - - - - - - - - - - - - - - - - 名师精心整理 - - - - - - - 第 1 页，共 6 页 - - - - - - - - - Importantly, marketing research firms have found that two-thirds to four-fifths of Internet buyers engage in narrowly defined

11、 searches for specific products online.* In an online survey we recently conducted with 1013 members of the Harris Interactive online panel, 71% of shoppers said their most recent online purchase had been previously planned, while 29% said they had been browsing. when they made their purchase. Thus,

12、 online shopping is more likely to be goal focused rather than experiential. Click stream analysis of major e-commerce sites also suggests that online consumers tend to be goal-focused. For example, duration time spent in a store or at a site, termed stickiness by e-commerce insiders, is strongly co

13、rrelated with motivation, as experiential shoppers stickaround longer than do transaction-oriented consumers. Currently, weekly data provided by Nielsen-Net Ratings regularly show that the stickiness of e-commerce web sites is quite limited, with the length of visits at top sites (with the significa

14、nt exception of e-Bay) being largely 15 minutes or less. A typical weekly average time spent on Barnes and Noble, for instance, is 10 minutes, just about long enough to find a book and actually complete the transaction. Why are more e-tailing consumers expected to be goal-focused? One clue is the fi

15、nding that time-starved consumers are especially likely to be online shoppers. Another clue is that early and heavy users of the Internet tend to have a strong internal locus of control and thus are goal-oriented personalities. Moreover, the online medium facilitates utilitarian behavior as search c

16、osts for product information are dramatically reduced. Our research with online shoppers suggests that goal-oriented shoppers are interested in e-tailing because of four specific attributes: convenience and accessibility; selection; availability of information; and lack of sociality. Importantly, sh

17、oppers frequently and explicitly associate these goal-oriented attributes with increased freedom and control. 名师资料总结 - - -精品资料欢迎下载 - - - - - - - - - - - - - - - - - - 名师精心整理 - - - - - - - 第 2 页，共 6 页 - - - - - - - - - Despite the preponderance of utilitarian online shopping, there is evidence that s

18、ome online shoppers engage in experiential shopping, or shopping for fun, a behavior desirable to marketers as fun-seekers tend to be impulsive and to make more purchases. Why are some online shoppers engaging in experiential behavior? Experiential shoppers tell us they enjoy: auctions;involvement w

19、ith a hobby/product class; and bargain hunting. In sum, these shoppers focus on the experience or fun of online shopping as much as they do on product acquisition (see Table 1). Research Methodology This research was supported by the Center for Research on Information Technology in Organizations (CR

20、ITO) at the University of California, Irvine. The purpose of the project is to understand the attributes that contribute to consumers having a satisfying, high-quality online shopping experience. Our specific purpose in undertaking this research was to fully understand consumer motivations for onlin

21、e shopping, as these motivations will affect the web site attributes and experiences desired by shoppers. We undertook 9 focus groups of online buyers (64 consumers altogether). Three focus groups included MBA students and staff, a group likely to be technology Fast Forwards and thus early adopters

22、of online shopping. In addition, we conducted two offline focus groups in Southern California recruited from Harris Interactives online panel. Finally, we worked with Harris Interactive to conduct four online focus groups (including participants from across the U.S. and Canada). Harris Interactive r

23、ecruited both online and offline participants with the aim of creating groups who were diverse with respect to age, sex, online experience, and products purchased online. Our sample included participants aged 19 to 81; they purchased CDs, books, software, hardware, toys and travel, and engaged in on

24、line auctions, all common online buying categories. However, outside these major categories, a wide variety of purchases were made, including ammunition, lingerie, groceries, camping equipment, cars; one participant had even purchased his house online! Online qualitative research offers the advantag

25、e of obtaining individual as well as group reactions to concepts and research questions, while minimizing the opportunity for individuals in the group to dominate the group or persuade other respondents by the force of their personalities. The online focus group methodology evokes dialogues that are

26、 honest, direct, and somewhat less constrained by social conventions present in traditional focus groups. Online qualitative research is uniquely suited for engaging Internet savvy respondents. It is especially appealing to those for whom time is at a premium. In addition, online focus groups reach

27、audiences not generally reached by traditional face-to-face focus groups, including those in outlying areas and respondents who are home bound. Individuals located in geographically diverse areas can participate in the same session. Respondents use their own computers and do 名师资料总结 - - -精品资料欢迎下载 - -

28、 - - - - - - - - - - - - - - - - 名师精心整理 - - - - - - - 第 3 页，共 6 页 - - - - - - - - - not have to travel to a focus group facility. Based on existing literature on goal-focused and experiential motivations in offline shopping and speculations about these motivations applying to the online environment,

29、 our study asked participants if they shop for entertainment or for specific needs.* Also, we investigated the degree to which online buyers perform relatively narrow product searches as opposed to browsing online. We also asked focus group participants to compare online and offline shopping, which

30、increased our understanding of the underlying determinants of online shopping. More specifically, our guide for the portion of focus group focusing on motivations contained the following questions:I want to start by talking about shopping. Just about everybody likes to shop, or has to shop. ? Descri

31、be your typical online shopping experience. (Probe:)? Where do you usually shop from? At what time of day? How often? What types of things do you usually shop for online? ? Do you go to a specific site to shop, or do you search for items first? ? How often do you shop for entertainment vs. shop for

32、a specific need? In general, what differences come to mind when thinking about online shopping and offline (brick-and-mortar) shopping. (LIST ON EASEL) ? Offline: What makes experience e njoyable? What are the headaches? ? Online: What makes experience enjoyable? What are the headaches? What are the

33、 factors that influence whether you shop in a store vs. online? Are there items that you buy in one mode that you wouldnt buy in the other? While there was a protocol for the focus group questions, each focus group covered unique ground as participants comments and answers would prompt follow-up int

34、o different areas; the offline protocol had to be adapted somewhat for the online focus groups. In the four online groups, a professional moderator ran the groups, while hoth researchers lurked, being present without being visible to participants; researchers could communicate with the moderator beh

35、ind-the-scenes, suggesting questions or probes. The online groups are held in real time in a chat room format. As part of the online group, selected web sites were spawned on participant computers, where they could respond to and interact with the web site. Offline focus groups were transcribed whil

36、e online group transcriptions were automatically generated. We analyzed the transcripts by systematically categorizing and labeling attributes of online shopping. We undertook coding and development of theory together* and ultimately developed four categories of goal-oriented motivations and three c

37、ategories of experiential motivations. Table 2 shows how goal-oriented and experiential 名师资料总结 - - -精品资料欢迎下载 - - - - - - - - - - - - - - - - - - 名师精心整理 - - - - - - - 第 4 页，共 6 页 - - - - - - - - - motivations, characteristics, and attributes were contrasted and coded. In addition, we looked for conne

38、ctions or theoretical connections to goal-oriented and experiential motivations, a process called iterative tacking. Rather than reporting specific tabulations, and in line with common managerial practice in analyzing focus group data, we have suggested a degree of consensus without necessarily clai

39、ming specific proportions or orders of magnitude, especially when such information might be useful to managers. However, quantitative market research data reported by major firms that dovetails with our findings is used to support our claims. Nevertheless, the preponderance of responses did not guid

40、e our analysis entirely. Idiosyncratic responses not only offered clues about the boundaries within which findings are relevant, but also surfaced issues not articulated as well by other study participants. 名师资料总结 - - -精品资料欢迎下载 - - - - - - - - - - - - - - - - - - 名师精心整理 - - - - - - - 第 5 页，共 6 页 - -

41、 - - - - - - - Goal-Oriented Shopping Especially impressive is the frequency with which goal-oriented shoppers mentioned the increased freedom and control they experience while shopping online (see Table 3 for sample quotes). Thus, web customers are not passive recipients of marketing and selling an

42、d are instead central players who experience increased control in the online environment. Interestingly, online buyers often said they decided to go online to shop only when they had a specific purchase in mind, with the majority describing online buying as consisting largely of planned purchases. I

43、n fact, many online buyers told us that they did not necessarily think of buying on the net as shopping. Rather, they think of it as buying. We specifically asked online buyers if they are more impulsive while shopping online or offline and were overwhelmingly informed that shoppers are more impulsi

44、ve offline (except at auction sites, where buying behavior is much more likely to be experiential). The general lack of impulsiveness during online shopping is due to the inahility to take possession of goods immediately, the ease of returning later to buy the goods after further thought, and the trouble of having to mail back unwanted items. 名师资料总结 - - -精品资料欢迎下载 - - - - - - - - - - - - - - - - - - 名师精心整理 - - - - - - - 第 6 页，共 6 页 - - - - - - - - -