电子商务网上购物外文翻译

SHOPPINGONLINEFORFREEDOM,CONTROLANDFUNThenumberofconsumerbuyingonline,andtheamountbeingspentbyonlinebuyershasbeenontherise;ForresterResearchhasestimatedinternetsalesin1999tobemorethandoublethatof1998,$20billion.Incomparison,overallretailsalesintheU.S.totaled$13trillionin1999.thus,e-commercesalecurrentlyaccountforonlyabout1%ofretailsales,andexpertsandscholarshavearguedoverthepossibleupperlimittothepercentageofconsumeronlinespending.Willtheupperlimitofonlinespendingexceedthatofotherdirectmarketingat15%?Orwillitbeasmuchasonethirdofpurchasesinmanyretailproductcategoriesby2010asrecentlysuggestedbyForesterResearch?Ultimately,thedegreetowhichonlineshoppingfulfillsgoal-orientedandexperientialconsumerneedswillimpacttheamountofshoppingdollarsthatconsumerswillchoosetospendingeachenvironment.Whilemanywritersaretoutingtheuniquecapabilitiesoftheonlinemediumtoprovideinteractivityandpersonalizedexperiences,forinstance,fewhavefocusedsystematicallyonwhatonlineshoppersreallydesire,andwhytheyareshoppingonlineinthefirstplace.Clearlyunderstandingwhatonlineshoppersreallydesire,andwhytheyareshoppingonlinecanandshouldinformstrategy.Technologyandmarketingdecisionsaswellaswebsitedesign.So,whatmotivatesonlineshopping?Intheofflineenvironment,marketersrecognizethatconsumersshopdifferentlydependingonwhethertheirmotivationsforsearchingareprimarilyexperiential(forfun)orgoaldirected(forefficiency).Ourresearchofonlinecustomerssuggeststhatthesetwomotivationsgeneralizetotheonlineenvironmentaswell.Experientialbehaviorisespeciallylikelyincategorieswhereshoppershaveanongoing,hobby-typeinterest.Collectorsandhobbyistsenjoythe“thrillofthehunt”asmuchastheacquisitionofitemsforthecollection.Aswell,havingtimeavailableanddesiringstimulationresultsinmoreexperientialshoppingbehavior.Scholarshavealsodiscoveredthatthehigherplayfulnessassociatedwithexperientialbehaviorresultsinamorepositivemood,greatershoppingsatisfactionandahigerlikelihoodofimpulsepurchasingcomparedtogoal-focusedshopping.Goal-orientedorutilitarianshoppinghasbeendescribedbyvariousmarketingscholarsastask-oriented,efficient,rational,anddeliberate.Thus,goal-focusedshoppersaretransaction-orientedanddesiretopurchasewhattheywantquicklyandwithoutdistraction.Retailingconsumersdescribeutilitarianshoppingasworkandevaluatetheresultsoftheireffortbytermscommonlyassociatedwithworkperformance,suchassuccessandaccomplishment.Importantly,marketingresearchfirmshavefoundthattwo-thirdstofour-fifthsofInternetbuyersengageinnarrowlydefinedsearchesforspecificproductsonline.*Inanonlinesurveywerecentlyconductedwith1013membersoftheHarrisInteractiveonlinepanel,71%ofshopperssaidtheirmostrecentonlinepurchasehadbeenpreviouslyplanned,while29%saidtheyhadbeenbrowsing.whentheymadetheirpurchase.Thus,onlineshoppingismorelikelytobegoalfocusedratherthanexperiential.Clickstreamanalysisofmajore-commercesitesalsosuggeststhatonlineconsumerstendtobegoal-focused.Forexample,durationtimespentinastoreoratasite,termedstickinessbye-commerceinsiders,isstronglycorrelatedwithmotivation,asexperientialshoppersstickaroundlongerthandotransaction-orientedconsumers.Currently,weeklydataprovidedbyNielsen-NetRatingsregularlyshowthatthestickinessofe-commercewebsitesisquitelimited,withthelengthofvisitsattopsites(withthesignificantexceptionofe-Bay)beinglargely15minutesorless.AtypicalweeklyaveragetimespentonBarnesandNoble,forinstance,is10minutes,justaboutlongenoughtofindabookandactuallycompletethetransaction.Whyaremoree-tailingconsumersexpectedtobegoal-focused?Oneclueisthefindingthattime-starvedconsumersareespeciallylikelytobeonlineshoppers.AnotherclueisthatearlyandheavyusersoftheInternettendtohaveastronginternallocusofcontrolandthusaregoal-orientedpersonalities.Moreover,theonlinemediumfacilitatesutilitarianbehaviorassearchcostsforproductinformationaredramaticallyreduced.'Ourresearchwithonlineshopperssuggeststhatgoal-orientedshoppersareinterestedine-tailingbecauseoffourspecificattributes:convenienceandaccessibility;selection;availabilityofinformation;andlackofsociality.Importantly,shoppersfrequentlyandexplicitlyassociatethesegoal-orientedattributeswithincreasedfreedomandcontrol.Despitethepreponderanceofutilitarianonlineshopping,thereisevidencethatsomeonlineshoppersengageinexperientialshopping,orshoppingforfun,abehaviordesirabletomarketersasfun-seekerstendtobeimpulsiveandtomakemorepurchases.Whyaresomeonlineshoppersengaginginexperientialbehavior?Experientialshopperstellustheyenjoy:auctions;involvementwithahobby/productclass;andbargainhunting.Insum,theseshoppersfocusontheexperienceorfunofonlineshoppingasmuchastheydoonproductacquisition(seeTable1).ResearchMethodologyThisresearchwassupportedbytheCenterforResearchonInformationTechnologyinOrganizations(CRITO)attheUniversityofCalifornia,Irvine.Thepurposeoftheprojectistounderstandtheattributesthatcontributetoconsumershavingasatisfying,high-qualityonlineshoppingexperience.Ourspecificpurposeinundertakingthisresearchwastofullyunderstandconsumermotivationsforonlineshopping,asthesemotivationswillaffectthewebsiteattributes