網(wǎng)絡(luò)購物的消費動機【外文翻譯】_第1頁
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1、1外文翻譯外文翻譯原文ConsumerMotivationsfOnlineShoppingMaterialSource:www.kettering.eduAuth:MaryWolfinbargerMaryGillyAbstractConsumersshoponlinefgoalientedinstrumentalreasonsfexperientialreasons.Howevergoalientedmotivesaremecommon

2、amongonlineshoppersthanareexperientialmotives.Basedonourexplatyresearchofonlineshoppingusing5offline4onlinefocusgroupsconductedinconjunctionwithHarrisInteractiveweidentifydiscussattributesthatfacilitategoalientedonlinesh

3、oppingincludingaccessibilityconvenienceioninfmationavailabilitylackofunwantedsocialityfromretailsaleshelpshoppingpartnerssuchasspouses.Thegoalientedacteristicsofonlineshoppingcollectivelyresultinanexperiencethatisinvolvi

4、ngfbuyersbutwhichresultsinlowcommitmenttopurchasing.Buyersshopwhenwheretheywantarecomftableaboningasiteproductsplacedinashoppingcarteitheronawhimtofurtherconsidertheirpurchaseconsumersoftenusethewds“freedom““control“inex

5、plainingthevalueofonlineshopping.Whileconsumersaremelikelytodescribeofflineratherthanonlineshoppinginexperientialtermswefindevidenceofexperientialmotivationsfonlineshoppingemerging.Weoffermanagerialimplicationsfcultivati

6、nggoalientedexperientialonlinebuyers.IntroductionThenumberofconsumersbuyingonlinetheamountbeingspentbyonlinebuyershasbeenontheriseFresterResearchhasestimatedIntersalesin1999tobemethandoublethatof1998$20billion(seeestimat

7、esat).Despitethehypethegrowthconsumerecommercesalescurrentlyaccountflessthan1%ofretailsalesexpertsscholarshavearguedoverthepossibleupperlimittothepercentageofconsumeronlinespending.3moderatranthegroupswhilebothresearcher

8、s“l(fā)urked.“Theonlinegroupsareheldinrealtimeina“chatroom“fmatouryoungestinfmantwas19ouroldestwas81.Focusgroupparticipantswerechosento(1)maximizethevarietyofagegroupsoverage18(2)includebothmenwomen(3)solicitparticipantswhoc

9、ollectivelyhadengagedinpurchasesinthetopcategiesbooksCDscomputerssoftwaretravelonlineauctions.Aswellduringtheirfocusgroupsinfmantsreptedpurchasesinavarietyofotherpurchasecategiesincludingonlinestocktradingcarsammunitiont

10、oysclothinggroceriesbuyingjewelryfromthehomeshoppingwkoneparticipantevenboughthishouseonline!TheofflinegroupswerebasedinSouthernCalifniabuttheonlinegroupsincludedparticipantsfromacrosstheUnitedStates(includedruralareas)a

11、tleastoneCanadian.Onlinequalitativeresearchmethodologiesevokedialoguesthatarehonestdirectsomewhatlessconstrainedbysocialconventionspresentintraditionalfocusgroups(MontoyaWeissMasseyClapper1998).Onlinequalitativeresearchi

12、suniquelysuitedfengagingIntersavvyrespondents.Itisespeciallyappealingtothosefwhomtimeisatapremium.Italsoreachesaudiencesnotgenerallyreachedbytraditionalfacetofacefocusgroupsincludingthoseinoutlyingareasrespondentswhoareh

13、omebound.Theeticalcategiesbothexistedapriiemergedduringcodinganalysisoftrans.Welookedfexceptionstoourtentativefindings(ArnouldWallendf1994GlaserStrauss1967MilesHuberman1984Spiggle1994).Ourprimarytheeticalcategiesfthisana

14、lysisinvolvereptedgoaldirectedsearchvs.experientialbrowsingbuyingbehaviaswellastheattributesoutcomesthatareassociatedwiththosebehavis.Asecondanalysisiscurrentlyunderwaywhichidentifiesalltheattributesonlineconsumersassoci

15、atewithsatisfactionoveralltransactionquality.GOALDIRECTEDSEARCHVS.EXPERIENTIALBROWSINGOurresearchsuggeststhataccessibilityconvenienceioninfmationavailabilitycontrolofsocialitylowcommitmenttotheexperiencemegenerallyasense

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