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1、 太原科技大学华科学院毕业论文外文资料翻译专 业： 电子商务092202H 姓 名： 赵一男 学 号： 200922120225 (用外文写)外文出处： shopping online for freedom、 control and fun 附 件： 1.外文资料翻译译文；2.外文原文。 指导教师评语： 签名： 年 月 日注：请将该封面与附件装订成册。附件1：外文资料翻译译文 网上购物的自由、控制和乐趣网上购物的消费者数量和网上购物的数额正在上升；费雷斯特研究公司估计，今年互联网销售额是去年的20亿倍以上。相比之下，美国去年的整体零售销售额达13万亿美元。因此，目前电子商务的销售额仅占零售销
2、售额的1%左右。专家和学者闷得争执消费者网上消费的百分比的可能上限。网上消费上限将超过其他直接营销的15%，或者如费雷斯特研究公司所建议的，到2010年占许多零售采购产品类别的1/3.最终，在何种程度上满足购物目标导向和有经验的消费者需求将影响消费者会选择花在每个环境中的美元金额。虽然许多作家都在鼓吹在线媒体提供交互性和个性化的体验的独特功能，例如，很少有系统的集中于网上购物者真正需要什么，以及为什么他们把网上购物放在第一位清楚的了解什么激发消费者网上购物可以并应告知战略、技术和市场营销的决定，以及网站设计。那么，什么激发网上购物？在离线的环境中营销人员认识到，消费者不同的消费方式取决于他们用
3、于搜索的动机是否主要是体验（因为好玩）还是目标导向（因为效率高）。我们的网上客户的研究表明，这两种动机同样可以推广到在线环境。体验行为特别可能发生在消费者有一个持续的爱好型的兴趣类别中。收藏家和爱好者享受“惊险的狩猎”一样收藏各种收藏品。同样，有时间保证和欲望刺激可以引起更多的体验购物行为。学者们还发现，更高的娱乐性与体验行为比专注于目标的购物引起更积极的情绪、更大的网上购物满意度和更高可能性的购物冲动行为。目标导向或功利购物已被各种营销学者描述为任务导向的，高效的，合理的和蓄意的。因此，专注于目标的购物是以交易为导向，希望快速购买他们想要的东西而无需焦急。零售消费者将功力购买描述为“工作”和
4、评估其努力的成功的条款通常与工作表现相关词汇联系起来，如“成功”“完成”。重要的是，市场调查公司发现，2/3到4/5的互联网买家从事特定产品的狭义在线搜索。在我们最近的一项与1013哈里斯互动在线事务委员会成员进行的网上调查中，71%的购物者说。他们最近大部分网上购买的是他们先前已经计划过的，而29%说当他们提出购买时他们已经浏览过。因此，网上购物更可能专注于目标而非体验。主要的电子商务网站的点击流分析表明，在线消费者趋向于专注目标。例如，持续时间在商店或在王章上停留，被电子商务业内人士成为“粘性”，是因为体验购物者有比以交易为导向的消费者“粘”于周围更长时间的相关强烈动机。目前，每周定期有N
5、ielsen-NetRatings 公司提懂得数据显示，电子商务网站的“粘性”是相当有限的，当顶级网站的访问长度（重要的电子湾例外）大部分为15分钟或更少时间。一每周平均花费在Barnes和Noble的时间为典型例子，比如说10分钟，只是大约找一本书和实际完成交易那么长的时间。为什么更多的电子零售消费者期望专注于目标？一个线索发现，时间缺乏的消费者特别可能成为网上购物者。另一个线索是早气的重量级互联网用户有强烈的每部控制倾向，并因此是目标导向的人士。此外，在线媒体随着产品信息搜索成本的显著减少而促进功利行为。我们的在线购物者的研究表明，目标导向的购物者对电子零售感兴趣是因为其4个特殊的属性：（
6、1）便利无障碍（2）可挑剔（3）信息的实用（4）无社交。重要的是，消费者往往并明确的将这些以目标为导向的属性于更多兹有和控制联系起来。不管网上功利购物的优势，有证据表明，一些从事体验购物或为了兴趣而购买的购买者。作为乐趣探求者而倾向于冲动地进行更多的购物对市场来说是合理的行为。为什么一些网上购物者参与体验行为呢？体验购买者告诉我们他们喜欢：（1）拍卖；（2）作为爱好的参与；（3）逢低买进；总之，这些购物者着眼于“经验”，或者网上购物能和得到产品采购时获得的一样多的乐趣。表一。 重要因素预期结果目标导向购物无障碍/便利可挑选信息的实用无社交自由，控制忠于目标，没有经历过体验购物参与产品类别积极的
7、社交正面的惊喜逢低买进乐趣忠于经验为重要或比目的更重要研究方法这项研究得到了资讯科技中心组织（CRITO）在美国加州大学欧文分校的支持。该项目是我目的是了解有助于消费者拥有一个满意的、高质量在线购物体验的属性。我们在开展这项研究的具体目的是要充分了解网上购物的消费动机，姻为这些动机将影响到网站的属性和所需的购物者的经验。鉴于我们队消费者认知的兴趣和目前解决这问题的定性数据的缺乏，我们将网上买家分成9个焦点小组（总共64位消费者）。三个焦点小组包括MBA学生、职员和可能是技术“快速转发”从而成为早期网上购物的接收者的一组。此外，我们组织了两个从哈里斯互动网上招募的南加州离线焦点小组。最后，我们与
8、哈里斯互动公司组织了四个下线焦点小组（包括在美国和加拿大的参与者）。哈里斯互动公司招募在线和离线参与者，目的是创造一个设计年龄、性别、在线经验和在线购买产品的不同小组。我们的样本包括19-81岁的参加者；他们购买CD、书籍、软件、硬件、玩具、和旅游、从事网上拍卖，消费所有常见在线购买类别。但是，除了这些主要类别外，还有各种各样的交易，包括弹药、内衣、杂货、野营设备、汽车，甚至一个参与者在网上购买了他的房子！网上订性研究提供了获得个人以及群体反应的概念和研究问题的优势，同时减少在群体中的个体控制团体或用它们的人格力量说服其他受访者的机会。网上焦点小组方法唤起诚实的、直接的和稍微更少的被传统焦点小
9、组呈现的社会惯例的抑制的对话。网上定性研究是唯一适合迷人的互联网悟性受访者。者是很大的吸引力，对他们来说，时间非常宝贵。同时。网上焦点小组达到通常情况下不达成的传统面对面焦点小组，包括在边远地区和回国的受访者。此外，在地里上位于不同地区的个人可以参加同一个会话。受访者使用自己的电脑，并且不必跑到一个焦点小组设施。基于现存的有关在离线购物中心的目标导向与体验动机和关于猜测应用于在线环境的这些动机的文献，我们询问参与者他们购买时为了娱乐还是特殊的需求。同时，我们调查网上买家对照在线浏览执行相对较窄的产品搜索的程度。我们还要求焦点小组参与者比较在线和离线购物，增加我们对在网上购物的基本决定因素的理解
10、，更具体的说，对于部分焦点小组集中的动机，我们的指南包含下列问题：我想首先讨论购物。几乎每个人都喜欢购物，或不得不购物。描述你典型的在线购物体验。你通常在那里购物？在一天中的什么时间？多频繁？一般来说，当思考在线购物和离线（砖和石灰）购物时会记住什么区别？离线-什么经验令人愉快？什么令人头疼？在线-什么经验令人愉快？什么令人头疼？什么因素影响你选择在商店里购物还是在线购物？有什么东西你用一种模式购买而不用梁一中模式购买的？当焦点小组的提问有一个协议时，每个焦点小组包括作为参与者的解释和答案的唯一范围将提示后续行动到不同领域：离线协议或多或少有点时候在线焦点小组。在4个在线焦点小组中，当研究人员
11、们都在“阴暗处”，即未呈现在参与者面前时，一个专业的主持人跑向这几个小组；研究人员们可以与这个主持人幕后沟通，提出问题或者探讨。这些在线小组以“聊天室”的格式实时举行。作为在线小组的一部分，所选的网站在参与者能够回复和交互的电脑上产生。当在线小组录音自动生成时离线焦点小组被转录。我们分析了有系统地进行分析和标签网上购物的属性的笔录。我们同时进行了编码和理论的发展，并最终发展四类目标导向的动机和三类体验的动机。表2显示了目标导向和体验的动机特征和属性是如何对比和编码的。同时，我们寻找目标导向和经验的动机的关系或理论联系，这一过程称为“迭代处理”。不用具体的统计小组表并符合焦点小组分析数据的管理实
12、践的报告，我们建议达成不需要特定的大小或数量级程度的共识，特别当这样的信息对管理者有用时。但是大公司报告的定量的市场研究数据配合我们的研究结果用来支持我们的主张。不过，优势的反应并不完全指导我们的分析。特殊的反应不仅提供有关该范围内的相关调查结果的线索，还为其他研究参与者未阐述的问题做铺垫。 表2.焦点小组参与者对网上购物的描述焦点小组参与者描述：目标导向的购物体验购物成就去特别的网站寻找特定的产品节省时间我心里有一个目标我做重复购买找到一个物品的最优惠价格满足上网/尝试新网站寻找新东西消磨时光我寻找灵感我定期检查我最喜欢的网站削价时逢低买进焦点小组参与者当想要时：目标导向的购物体验的购物我想
13、迅速进出（最少的点击数）自己动手不要浪费我的时间我想快速得到问题的回应我希望容易使用我想进受欢迎的网站我可以与其他消费者互动为我显示很多选择我喜欢浏览有关我爱好的网站我想要一个特别的经历焦点小组参与者的描述：自由控制乐趣控制我获得的什么信息没有销售人员不用排队/没有人群只有名牌/我知道的网站我随时可以返回/延后交易我有选择显示我想要的东西看评论（但不相信他们）我被吸引投标的兴趣逛街我是冲动的我不得不约束自己让我吃惊目标导向的购物特别令人印象深刻的是，目标导向的购物者提到的在线购物时体会到更多的自由和控制的频率。因此，网上客户不是被动的市场营销接收者，而是在在线环境中体验更多控制的主要参与者。有
14、趣的是，在线购买者常说他们觉得在线购物只在他们心中有特定采购订单时，即大多数描述网上购买为主要的计划购买的组成。实际上，很多网上买家告诉我们他们并不一定认为网上购买是“购物”。相反，他们认为是“购买”。我们特地向网上买家他们在线或离线购物哪个更冲动，从中了解到绝大多数消费者离线购物会更冲动（除了在拍卖网站更可能是体验的购物行为的地方）。网上购物一般没有冲动是由于无法理解占有商品，返回后缓解一下，更一步考虑才买下商品，且有邮回的并不是想要的商品的烦恼。 附件2：外文原文（复印件）SHOPPING ONLINE FOR FREEDOM,CONTROL AND FUNThe number of co
15、nsumer 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. totaled $13 trillion in 1999. thus,e-commerce sale currently
16、 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 15%? Or will it be as much as one third of purchases in many
17、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 will choose to spending each environment. While many writers a
18、re 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 first place. Clearly understanding what online shoppers really d
19、esire, 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 differently depending on whether their motivations for searchi
20、ng 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 categories where shoppers have an ongoing, hobby-type interest.
21、Collectors and hobbyists enjoy the “thrill of 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 discovered that the higher playfulness associated with experienti
22、al 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 as task-oriented, efficient, rational, and deliberate. Thus
23、, 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 associated with work performance, such as success and accomplis
24、hment.Importantly, marketing research firms have found that two-thirds to four-fifths of Internet buyers engage in narrowly defined 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 m
25、ost recent online purchase had been previously planned, while 29% said they had been browsing.when they made their purchase. Thus, 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 b
26、e goal-focused. For example, duration time spent in a store or at a site, termed stickiness by e-commerce insiders, is strongly correlated with motivation, as experiential shoppers stickaround longer than do transaction-oriented consumers. Currently, weekly data provided by Nielsen-Net Ratings regul
27、arly show that the stickiness of e-commerce web sites is quite limited, with the length of visits at top sites (with the significant 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 f
28、ind a book and actually complete the transaction.Why are more e-tailing consumers expected to be goal-focused? One clue is the finding 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 lo
29、cus of control and thus are goal-oriented personalities. Moreover, the online medium facilitates utilitarian behavior as search costs for product information are dramatically reduced. Our research with online shoppers suggests that goal-oriented shoppers are interested in e-tailing because of four s
30、pecific attributes: convenience and accessibility; selection; availability of information; and lack of sociality. Importantly, shoppers frequently and explicitly associate these goal-oriented attributes with increased freedom and control.Despite the preponderance of utilitarian online shopping, ther
31、e is evidence that some 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: au
32、ctions;involvement with 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 i
33、n Organizations (CRITO) 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 mo
34、tivations for online 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 t
35、hus early adopters 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). H
36、arris Interactive recruited 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
37、, and engaged in online 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
38、offers the advantage 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
39、 dialogues that are 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
40、focus groups reach 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 not h
41、ave 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, our study asked participants if they shop for entertainment or for specific needs.* Also
42、, 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 increased our understanding of the underlying determinants of online shopping. More speci
43、fically, 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. Describe your typical online shopping experience. (Probe:) Where do you usually shop from? At wha
44、t 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 a specific need? In general, what differences come to mind when thinking about online shopping a
45、nd offline (brick-and-mortar) shopping. (LIST ON EASEL) Offline: What makes experience enjoyable? What are the headaches? Online: What makes experience enjoyable? What are the headaches? What are the factors that influence whether you shop in a store vs. online? Are there items that you buy in one m
46、ode 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 into different areas; the offline protocol had to be adapted somewhat for the online focus groups. In the
47、 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 behind-the-scenes, suggesting questions or probes. The online groups are held in real time in a chat room
48、 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 while online group transcriptions were automatically generated. We analyzed the transcripts by systematically categorizing and labeling attributes of online shopping. We unde
