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1、网络营销参与与消费者行为外文翻译 本科毕业论文设计 外 文 翻 译原文Internet Marketing Involvement and Consumer BehaviorIntroduction One of the most stunning aspects of the past few years has been the speed at which the Internet market has expanded and matured This rapid rate of Internet adoption has resulted in an extraordinary pa
2、ce of change in the marketing landscape- and opened up a variety of opportunities for marketers All across Taiwan and around the world shopping centers are closing their doors as consumers turn to the Internet for all of their shopping needs The Internet as the primary on-line marketing channel is n
3、ow overtaking the commercial on-line servicesIn fact all of the on-line service firms now offer Internet access as a primary service Users can send e-mails exchange views shop for products and access newsfood recipes art and business information As the Internet establishes its position as a mainstre
4、am marketing channel consumer criticism regarding Internet marketing strategies have increased as well Critics worry about information privacy including issues related to the acquisition and dissemination of consumer data Thus though over half of all American adults use the Internet approximately on
5、ly half of the current Internet users have purchased products or services onlineThis poses a serious obstacle for Internet marketers as 75 of American adults do not spend money in web storesThe percentage of online money-spenders is generally less in countries outside the United States A key factor
6、that decides the success of Internet marketing is user involvement The level of consumer involvement in a product category or service is a major determinant of online purchase or usage behavior Different involvement clusters produce different responses Thus the degree of user involvement in an Inter
7、net marketing effort will determine consumer behavior The response dimension is a function of the type of involvement generated and the situations confronted The response dimension characterizes how a consumer will behave under different involvement conditions There are three response factors 1 sear
8、ch 2 information processing and 3 decision persuasionHowever a variety of variables are thought to precede and influence the user involvementThese so-called antecedents interact with each other to determine the degree of involvement a consumer will experience at any particular timeThese variables ca
9、n be grouped into 1 person 2 stimulusobject and 3 situation categories The purpose of this paper is to propose a framework that can determine the relationship among involvement antecedents of Internet marketing measured involvement degree related constructs and consequences of consumer behavior The
10、framework first establishes the factors that affect the degree of Internet marketing involvement and then presents the different involvement degree clusters according to the measured involvement degrees Finally consumer behavior consequences of Internet marketing are established With the findings th
11、is paper then discusses the implications for Internet marketers and recommends Internet strategies for a variety of involvement degree clustersInvolvement identification Involvement identification Involvement result is the customers ultimate concern with a purchaseconsumption experienceHolbrook and
12、Hirschman 1982 proposed that involvement included experiencing a number of positive results such as the rewards inherent in the product and the products expressive values Rothschild 1984 defined involvement as an unobservable state ofmotivation arousal or interest Involvement is evoked by a particul
13、ar stimulus or situation and has drive properties Its consequences are searching information processing and decision making Hansen 1985 suggested that involvement is nothing more than a consumers interest for a product category Moreover some researchers proposed frameworks for conceptualizing the in
14、volvement construct Zaichkowsky 1986 outlined prior studies that have shown involvement antecedents to be due to personal characteristics object characteristics andor situation characteristics Earlier researchers posited that one or more of these factors influenced the consumers level of involvement
15、 in advertising products and purchase decision Andrews Durvasula and Akhter 1990 designed a framework that closely scrutinizes the involvement constructs antecedents state properties measures related constructs and consequences The framework provided a nomological network of relationships among invo
16、lvement antecedents state properties related constructs and consequences The antecedents to involvement were grouped into personal and situationaldecision factors The related construct factors such as ones opportunity to process and ability to process can limit the impact of these antecedents on the
17、 level of involvement Numerous consequences of manipulated involvement levels have also been determined including search behavior information processing and persuasionInvolvement measuring methodology Andrews Durvasula and Akhter 1990 distinguished involvement measurement scales into two types One s
18、cale measures enduringproduct involvement For example Buchanan 1964 Zinkhan and Fornells 1989 method for measuring product interest was developed based on their research respondents relative preferences for watching short films regarding the products in question Each product was presented four times
19、 for a possible range of 0 to 8 a higher result indicating Bowen and Chaffee 1974 and Tyebjee 1979 used seven product-involvement measures to differentiate product class Vaughn 1980 distinguished product class by product categorization and thinkfeel dimensions Else Block 1981 used a 17-item product
20、involvement scale for car enthusiasts Laurent and Kapferer 1985 used a 19-item consumer involvement scale Zaichkowsky 1985 1987 used a 20-item bipolar adjective scale while Wells 1986 used a 10-item relevance scale The second scale measures information manipulation with a focus on advertising messag
21、es This second method studies three topics 1 attentionprocessing strategies 2 personalsituational involvementand 3 audienceprocess involvement In marketing involvement has often been equated with perceived product importance Traylor 1981 Lastovicka and Bonfield 1982 Zaichkowsky 1985 proposed a bipol
22、ar adjective scale the Personal Involvement Inventory PII to capture the concept of involvement in products The scale successfully complied with standards for internal reliability reliability over time content validity criterion - related validity and construct validity The PII offers researchers an
23、 easily administered tool that can be applied across product categories used as a covariate to other research questions By using twenty items the scale allowed an adequate sampling of possible items that represented product involvement was long enough to ensure a high level of reliability This scale
24、 used semantic differential that consists of a series of bipolar items each measured on a seven-point rating scale It is easy to administer and score takes only a few minutes to complete and is applicable to a wide array of objects Thus this study used PII as the measuring scale for Internet marketi
25、ng involvement and to segment the market clustersThe Framework According to Andrews Durvasula and Akhter 1990 this studys conceptualization of the relationship construct is shown in Figure 1 This framework for identifying consumer involvement is influenced by four antecedents that included a persona
26、l characteristics b lifestyle c perception needs and d situations that directly affect the shopping decision The consumer behaviors affected were a purchase decision b items purchased c amount of money spent d volume of purchase and e trade mode Based on this framework the four antecedents influence
27、d the consumers involvement in Internet marketing and consumption behaviors These involvement antecedents are significantly related with the degree of Internet marketing involvement which in turn has a significant relationship with consumer behaviors The following hypotheses are offered regarding th
28、e relationship among the degree of Internet marketing involvement influence variables and consumer behaviorH1The degree of Internet marketing involvement is significantly related with consumers personal characteristicsH2The degree of Internet marketing involvement changes significantly with differen
29、t consumers lifestylesH3The degree of Internet marketing involvement changes significantly with different consumers perception needsH4The degree of Internet marketing involvement is significantly related with situationsH5Consumer behavior is significantly related with the degree of Internet marketin
30、g involvementThe study Focus groups This study interviewed a focus group of ten potential customers to collect original consumer perception needs associated with Internet marketing In total 122 descriptions of perception needs were collected All nonredundant needs obtained from the first focus group
31、 were recorded as primary needs The study then interviewed a second focus group of ten different customers to consolidate and reduce the number of primary needs This process generated 20 representative items regarding the respondents perception needs and attitudes toward Internet marketing A third f
32、ocus group composed of ten Internet users was formed to verify the descriptions about perception needs so a questionnaire on perception needs and attitudes for Internet marketing could be designed Finally 17 items concerning perception needs and attitudes were obtained and incorporated into a questi
33、onnaire for a random sampling survey Concurrently the SRI Value and Lifestyles Program was used to design and acquire 18 lifestyle questions Lifestyle was defined as a persons living patterns Lifestyle questions measured consumers major AIO dimensions Activities Interests and Opinions In this study
34、consumer perception needs and lifestyles were measured using a five-point Likert scale Consumer purchase behavior personal characteristics data and the situations were assessed using a nominal scaleData collection The primary data from this research were collected through personal interviews with 62
35、0 Internet users selected by quota sampling throughout Taiwan After rejecting 20 unusable responses this research collected a sample of 600 respondents for an effective response yield of 9677 percent Respondent ages ranged from sixteen to fifty years old Gender was almost equally balanced 435 male 5
36、65 female Respondent occupations included engineers students business professionals laborers and service workers Educational levels ranged from junior high school to post-graduate degrees Monthly individual gross income ranged from under US550 to US2850 Of the 600 respondents 138 were married and th
37、e others were either never married or divorced These demographic characteristics were similar to those of Taiwan Internet users The first purpose of this study is to measure a persons involvement in Internet marketing Using the PII measure to total the 20 items gives a range from a low of 20 to a hi
38、gh of 140 This study divided consumers into three involvement degree clusters by quartiles An involvement score within the first quartile25th percentile was considered the low involvement cluster An involvement score between the first quartile25th percentile and the third quartile 75th percentile wa
39、s considered the intermediate involvement cluster An involvement score on the third quartile75th percentile or above was considered the high involvement cluster To decide the cut off points for low intermediate and high involvements on the scale an overall distribution was tabulated and presented in
40、 Table 1 The resulting distribution was used to classify scores into low intermediate or high involvement clusters when the study needed a comparison among individuals A low score were defined as one ranging from 20 to 69 Intermediate scores were defined as those ranging from 70 to 86 High score wer
41、e defined as those in the top quartile of the distribution ranging from 87 to 140 Because some involvement scores were similar the respondent sample could not be divided perfectly into three groups by quartiles The resulting three clusters were 151 252 285 475 and 164 273 for low intermediate and hi
42、gh scores respectivelyResult analysis This study first sought to determine the influence of antecedents on Internet marketing involvement By the Chi-square test this research found that the degree of Internet marketing involvement was significantly related with three items of consumer personal chara
43、cteristics p000 Education occupation and income This result supports H1 Most members of the low involvement degree cluster had low levels of education were laborers or service workers and were in the middle-income level Most in the intermediate involvement degree cluster were college students with l
44、ow incomes Members in the high involvement degree cluster had the highest education level most of whom with graduate or college degrees Those in the high involvement cluster were mostly students or business professionals and exhibited the highest average income among the three clustersSource Shwu-In
45、g Wu Asia Pacific Journal of Marketing and Logistics Volume 14 Issue4 2002译文 网络营销参与与消费者行为简介 对过去数十年来最惊人的一个方面是哪个互联网市场的不断扩大和成熟速度这种互联网采用不同寻常的步伐导致了市场迅速增长的景观开辟了营销机会在台湾在世界各地商场关门大吉因为消费者转向了他们的互联网购物的所有需求作为主要的网上营销渠道互联网现在是超车商业在线服务事实上上线服务的公司现在都提供互联网为主要服务的访问用户可以发送电子邮件交换意见对产品车间并获得新闻食品配方艺术和商业信息 随着互联网的确立其作为主流营销渠道的地位
46、消费者的批评有关互联网营销策略也增加了批评人士担心隐私信息包括有关收购和消费者数据传播的问题因此虽然超过半数的美国成年人使用互联网但目前大约只有一半的互联网用户在购买产品或在线服务这将成为互联网营销的严重障碍有75的美国成年人不花钱在网络商店在网上赚钱花钱的比例一般比在美国以外的国家少 一个关键因素决定了网络营销的成功就是用户的参与消费者参与产品类别或服务水平是网上购买或使用行为的主要决定因素不同涉入集群产生不同的反应因此用户在网络营销的努力将决定消费者的参与程度方面的行为这反应是生成的参与和面临的形势类型的函数消费者的行为特征如何在不同的参与条件中相应反应的因素有三个1搜索2信息处理3决定或
47、说服力然而各种变量被认为是影响用户的参与这些所谓的前置因素相互影响以确定消费者的参与程度将经历在任何特定时间这些变量可以分为1人2刺激或对象3类别的情况 本文的目的是提出一个框架可以决定在参与互联网市场的前因关系测量的参与程度相关结构和消费行为的后果该框架首先确立因素影响了网络营销的参与程度然后提出了不同的参与程度集群根据实测的参与度最后通过网络营销建立消费者行为的后果随着发现本文则探讨了互联网营销的影响并建议对集群的参与程度进行不同的互联网战略参与鉴定 参与鉴定的结果是参与客户的消费经验与购买的终极关怀在1982年霍尔布鲁克和赫希曼提出的参与包括遇到的奖励如在产品和产品的内在价值表现了积极成
48、果在1984年罗斯柴尔德所界定的参与一个不可观测的状态觉醒和利益涉入是由一个特定的刺激诱发或情况并驱动的属性其后果是搜索信息处理和决策在1985年汉森建议参与只不过是一个消费者对产品类别的兴趣此外一些学者提出的概念化的参与构建框架 在1986年Zaichkowsky概述了显示参与来路是由于个人的特点对象特性或以前的研究情况特点早期研究者假定有一个或多个这些因素影响了消费者的广告产品和购买决策的参与程度安德鲁斯Durvasula和Akhter在1990年设计了一个框架密切负责审查参与建设的先例国有财产措施相关结构和后果该框架提供了一个涉入前因国有财产关系的法理网络相关结构和后果参与前因被分为个人
49、和情境因素相关建设为一体的机会和能力来处理工艺因素可以限制这些前因对参与程度的影响涉入程度的许多操纵后果也已确定包括搜索行为信息处理和劝导参与的测量方法 安德鲁斯Durvasula和Akhter在1990年将不同的参与分为两种类型测量尺度一个为大规模产品涉入持久措施例如布坎南在1964年以及Zinkhan和Fornells在1989年的测量方法开发产品的兴趣建立于他们的研究受访者观看相对喜欢的产品短片提出了产品的第四代范围可以为0到8表明了一个较高的结果鲍文和查菲在1974年以及Tyebjee在1979年都用了七个产品参与措施来区分产品类别沃恩在1980年按产品分类区分产品的类别和想法或感觉尺寸另外用汽车爱好者的17项产品涉入规模 Laurent和Kapferer在1985年使用了19项消费者参与的规模 Zaichkowsky在1985年和1987年使用了20项规模双极形容
