網(wǎng)購(gòu)?fù)馕姆g--網(wǎng)上購(gòu)物的自由、控制和樂(lè)趣

1、<p><b>　　中文3870字</b></p><p>　　畢業(yè)論文外文資料翻譯</p><p>　　專 業(yè)： 電子商務(wù) </p><p>　　姓 名： </p><p>　　學(xué) 號(hào)：

2、 </p><p>　　外文出處： shopping online for freedom、</p><p>　　control and fun </p><p>　　附 件： 1.外文資料翻譯譯文；2.外文原文。 </p><p>　　注：請(qǐng)將該封面與附件裝訂成

3、冊(cè)。</p><p>　　附件1：外文資料翻譯譯文 </p><p>　　網(wǎng)上購(gòu)物的自由、控制和樂(lè)趣</p><p>　　網(wǎng)上購(gòu)物的消費(fèi)者數(shù)量和網(wǎng)上購(gòu)物的數(shù)額正在上升；費(fèi)雷斯特研究公司估計(jì)，今年互聯(lián)網(wǎng)銷(xiāo)售額是去年的20億倍以上。相比之下，美國(guó)去年的整體零售銷(xiāo)售額達(dá)13萬(wàn)億美元。因此，目前電子商務(wù)的銷(xiāo)售額僅占零售銷(xiāo)售額的1%左右。專家和學(xué)者悶得爭(zhēng)執(zhí)消費(fèi)者網(wǎng)上消費(fèi)的百分

4、比的可能上限。網(wǎng)上消費(fèi)上限將超過(guò)其他直接營(yíng)銷(xiāo)的15%，或者如費(fèi)雷斯特研究公司所建議的，到2010年占許多零售采購(gòu)產(chǎn)品類別的1/3.最終，在何種程度上滿足購(gòu)物目標(biāo)導(dǎo)向和有經(jīng)驗(yàn)的消費(fèi)者需求將影響消費(fèi)者會(huì)選擇花在每個(gè)環(huán)境中的美元金額。雖然許多作家都在鼓吹在線媒體提供交互性和個(gè)性化的體驗(yàn)的獨(dú)特功能，例如，很少有系統(tǒng)的集中于網(wǎng)上購(gòu)物者真正需要什么，以及為什么他們把網(wǎng)上購(gòu)物放在第一位清楚的了解什么激發(fā)消費(fèi)者網(wǎng)上購(gòu)物可以并應(yīng)告知戰(zhàn)略、技術(shù)和市場(chǎng)營(yíng)銷(xiāo)的

5、決定，以及網(wǎng)站設(shè)計(jì)。那么，什么激發(fā)網(wǎng)上購(gòu)物？在離線的環(huán)境中營(yíng)銷(xiāo)人員認(rèn)識(shí)到，消費(fèi)者不同的消費(fèi)方式取決于他們用于搜索的動(dòng)機(jī)是否主要是體驗(yàn)（因?yàn)楹猛妫┻€是目標(biāo)導(dǎo)向（因?yàn)樾矢撸?。我們的網(wǎng)上客戶的研究表明，這兩種動(dòng)機(jī)同樣可以推廣到在線環(huán)境。</p><p>　　體驗(yàn)行為特別可能發(fā)生在消費(fèi)者有一個(gè)持續(xù)的愛(ài)好型的興趣類別中。收藏家和愛(ài)好者享受“驚險(xiǎn)的狩獵”一樣收藏各種收藏品。同樣，有時(shí)間保證和欲望刺激可以引起更多的體驗(yàn)購(gòu)物行

6、為。學(xué)者們還發(fā)現(xiàn)，更高的娛樂(lè)性與體驗(yàn)行為比專注于目標(biāo)的購(gòu)物引起更積極的情緒、更大的網(wǎng)上購(gòu)物滿意度和更高可能性的購(gòu)物沖動(dòng)行為。</p><p>　　目標(biāo)導(dǎo)向或功利購(gòu)物已被各種營(yíng)銷(xiāo)學(xué)者描述為任務(wù)導(dǎo)向的，高效的，合理的和蓄意的。因此，專注于目標(biāo)的購(gòu)物是以交易為導(dǎo)向，希望快速購(gòu)買(mǎi)他們想要的東西而無(wú)需焦急。零售消費(fèi)者將功力購(gòu)買(mǎi)描述為“工作”和評(píng)估其努力的成功的條款通常與工作表現(xiàn)相關(guān)詞匯聯(lián)系起來(lái)，如“成功”“完成”。重要的是

7、，市場(chǎng)調(diào)查公司發(fā)現(xiàn)，2/3到4/5的互聯(lián)網(wǎng)買(mǎi)家從事特定產(chǎn)品的狹義在線搜索。在我們最近的一項(xiàng)與1013哈里斯互動(dòng)在線事務(wù)委員會(huì)成員進(jìn)行的網(wǎng)上調(diào)查中，71%的購(gòu)物者說(shuō)。他們最近大部分網(wǎng)上購(gòu)買(mǎi)的是他們先前已經(jīng)計(jì)劃過(guò)的，而29%說(shuō)當(dāng)他們提出購(gòu)買(mǎi)時(shí)他們已經(jīng)瀏覽過(guò)。因此，網(wǎng)上購(gòu)物更可能專注于目標(biāo)而非體驗(yàn)。主要的電子商務(wù)網(wǎng)站的點(diǎn)擊流分析表明，在線消費(fèi)者趨向于專注目標(biāo)。例如，持續(xù)時(shí)間在商店或在王章上停留，被電子商務(wù)業(yè)內(nèi)人士成為“粘性”，是因?yàn)轶w驗(yàn)購(gòu)物者

8、有比以交易為導(dǎo)向的消費(fèi)者“粘”于周?chē)L(zhǎng)時(shí)間的相關(guān)強(qiáng)烈動(dòng)機(jī)。目前，每周定期有Nielsen-NetRatings 公司提懂得數(shù)據(jù)顯示，電子商務(wù)網(wǎng)站的“粘性”是相當(dāng)有限的，當(dāng)頂級(jí)網(wǎng)站的訪問(wèn)長(zhǎng)度（重要的電子灣例外）大部分為15分鐘或更少時(shí)間。一每周平均花費(fèi)在Barnes和Noble的時(shí)間為典型</p><p>　　為什么更多的電子零售消費(fèi)者期望專注于目標(biāo)？一個(gè)線索發(fā)現(xiàn)，時(shí)間缺乏的消費(fèi)者特別可能成為網(wǎng)上購(gòu)物者。另一個(gè)線

9、索是早氣的重量級(jí)互聯(lián)網(wǎng)用戶有強(qiáng)烈的每部控制傾向，并因此是目標(biāo)導(dǎo)向的人士。此外，在線媒體隨著產(chǎn)品信息搜索成本的顯著減少而促進(jìn)功利行為。我們的在線購(gòu)物者的研究表明，目標(biāo)導(dǎo)向的購(gòu)物者對(duì)電子零售感興趣是因?yàn)槠?個(gè)特殊的屬性：（1）便利無(wú)障礙（2）可挑剔（3）信息的實(shí)用（4）無(wú)社交。重要的是，消費(fèi)者往往并明確的將這些以目標(biāo)為導(dǎo)向的屬性于更多茲有和控制聯(lián)系起來(lái)。</p><p>　　不管網(wǎng)上功利購(gòu)物的優(yōu)勢(shì)，有證據(jù)表明，一些從

10、事體驗(yàn)購(gòu)物或?yàn)榱伺d趣而購(gòu)買(mǎi)的購(gòu)買(mǎi)者。作為樂(lè)趣探求者而傾向于沖動(dòng)地進(jìn)行更多的購(gòu)物對(duì)市場(chǎng)來(lái)說(shuō)是合理的行為。為什么一些網(wǎng)上購(gòu)物者參與體驗(yàn)行為呢？體驗(yàn)購(gòu)買(mǎi)者告訴我們他們喜歡：（1）拍賣(mài)；（2）作為愛(ài)好的參與；（3）逢低買(mǎi)進(jìn)；總之，這些購(gòu)物者著眼于“經(jīng)驗(yàn)”，或者網(wǎng)上購(gòu)物能和得到產(chǎn)品采購(gòu)時(shí)獲得的一樣多的樂(lè)趣。表一。</p><p><b>　　研究方法</b></p><p>　

11、　這項(xiàng)研究得到了資訊科技中心組織（CRITO）在美國(guó)加州大學(xué)歐文分校的支持。該項(xiàng)目是我目的是了解有助于消費(fèi)者擁有一個(gè)滿意的、高質(zhì)量在線購(gòu)物體驗(yàn)的屬性。我們?cè)陂_(kāi)展這項(xiàng)研究的具體目的是要充分了解網(wǎng)上購(gòu)物的消費(fèi)動(dòng)機(jī)，姻為這些動(dòng)機(jī)將影響到網(wǎng)站的屬性和所需的購(gòu)物者的經(jīng)驗(yàn)。鑒于我們隊(duì)消費(fèi)者認(rèn)知的興趣和目前解決這問(wèn)題的定性數(shù)據(jù)的缺乏，我們將網(wǎng)上買(mǎi)家分成9個(gè)焦點(diǎn)小組（總共64位消費(fèi)者）。三個(gè)焦點(diǎn)小組包括MBA學(xué)生、職員和可能是技術(shù)“快速轉(zhuǎn)發(fā)”從而成為早

12、期網(wǎng)上購(gòu)物的接收者的一組。此外，我們組織了兩個(gè)從哈里斯互動(dòng)網(wǎng)上招募的南加州離線焦點(diǎn)小組。最后，我們與哈里斯互動(dòng)公司組織了四個(gè)下線焦點(diǎn)小組（包括在美國(guó)和加拿大的參與者）。哈里斯互動(dòng)公司招募在線和離線參與者，目的是創(chuàng)造一個(gè)設(shè)計(jì)年齡、性別、在線經(jīng)驗(yàn)和在線購(gòu)買(mǎi)產(chǎn)品的不同小組。我們的樣本包括19-81歲的參加者；他們購(gòu)買(mǎi)CD、書(shū)籍、軟件、硬件、玩具、和旅游、從事網(wǎng)上拍賣(mài)，消費(fèi)所有常見(jiàn)在線購(gòu)買(mǎi)類別。但是，除了這些主要類別外，還有各種各樣的交易，包括

13、彈藥、內(nèi)衣、雜貨、野營(yíng)設(shè)備、汽車(chē)，甚至一個(gè)參與者在網(wǎng)上購(gòu)買(mǎi)了他的房子！</p><p>　　網(wǎng)上訂性研究提供了獲得個(gè)人以及群體反應(yīng)的概念和研究問(wèn)題的優(yōu)勢(shì)，同時(shí)減少在群體中的個(gè)體控制團(tuán)體或用它們的人格力量說(shuō)服其他受訪者的機(jī)會(huì)。網(wǎng)上焦點(diǎn)小組方法喚起誠(chéng)實(shí)的、直接的和稍微更少的被傳統(tǒng)焦點(diǎn)小組呈現(xiàn)的社會(huì)慣例的抑制的對(duì)話。網(wǎng)上定性研究是唯一適合迷人的互聯(lián)網(wǎng)悟性受訪者。者是很大的吸引力，對(duì)他們來(lái)說(shuō)，時(shí)間非常寶貴。同時(shí)。網(wǎng)上焦點(diǎn)

14、小組達(dá)到通常情況下不達(dá)成的傳統(tǒng)面對(duì)面焦點(diǎn)小組，包括在邊遠(yuǎn)地區(qū)和回國(guó)的受訪者。此外，在地里上位于不同地區(qū)的個(gè)人可以參加同一個(gè)會(huì)話。受訪者使用自己的電腦，并且不必跑到一個(gè)焦點(diǎn)小組設(shè)施。</p><p>　　基于現(xiàn)存的有關(guān)在離線購(gòu)物中心的目標(biāo)導(dǎo)向與體驗(yàn)動(dòng)機(jī)和關(guān)于猜測(cè)應(yīng)用于在線環(huán)境的這些動(dòng)機(jī)的文獻(xiàn)，我們?cè)儐?wèn)參與者他們購(gòu)買(mǎi)時(shí)為了娛樂(lè)還是特殊的需求。同時(shí)，我們調(diào)查網(wǎng)上買(mǎi)家對(duì)照在線瀏覽執(zhí)行相對(duì)較窄的產(chǎn)品搜索的程度。我們還要求焦

15、點(diǎn)小組參與者比較在線和離線購(gòu)物，增加我們對(duì)在網(wǎng)上購(gòu)物的基本決定因素的理解，更具體的說(shuō)，對(duì)于部分焦點(diǎn)小組集中的動(dòng)機(jī)，我們的指南包含下列問(wèn)題：</p><p>　　我想首先討論購(gòu)物。幾乎每個(gè)人都喜歡購(gòu)物，或不得不購(gòu)物。</p><p>　　描述你典型的在線購(gòu)物體驗(yàn)。</p><p>　　你通常在那里購(gòu)物？在一天中的什么時(shí)間？多頻繁？</p><p&g

16、t;　　一般來(lái)說(shuō)，當(dāng)思考在線購(gòu)物和離線（磚和石灰）購(gòu)物時(shí)會(huì)記住什么區(qū)別？</p><p>　　離線----什么經(jīng)驗(yàn)令人愉快？什么令人頭疼？</p><p>　　在線----什么經(jīng)驗(yàn)令人愉快？什么令人頭疼？</p><p>　　什么因素影響你選擇在商店里購(gòu)物還是在線購(gòu)物？</p><p>　　有什么東西你用一種模式購(gòu)買(mǎi)而不用梁一中模式購(gòu)買(mǎi)的？&

17、lt;/p><p>　　當(dāng)焦點(diǎn)小組的提問(wèn)有一個(gè)協(xié)議時(shí)，每個(gè)焦點(diǎn)小組包括作為參與者的解釋和答案的唯一范圍將提示后續(xù)行動(dòng)到不同領(lǐng)域：離線協(xié)議或多或少有點(diǎn)時(shí)候在線焦點(diǎn)小組。在4個(gè)在線焦點(diǎn)小組中，當(dāng)研究人員們都在“陰暗處”，即未呈現(xiàn)在參與者面前時(shí)，一個(gè)專業(yè)的主持人跑向這幾個(gè)小組；研究人員們可以與這個(gè)主持人幕后溝通，提出問(wèn)題或者探討。這些在線小組以“聊天室”的格式實(shí)時(shí)舉行。作為在線小組的一部分，所選的網(wǎng)站在參與者能夠回復(fù)和交互

18、的電腦上產(chǎn)生。</p><p>　　當(dāng)在線小組錄音自動(dòng)生成時(shí)離線焦點(diǎn)小組被轉(zhuǎn)錄。我們分析了有系統(tǒng)地進(jìn)行分析和標(biāo)簽網(wǎng)上購(gòu)物的屬性的筆錄。我們同時(shí)進(jìn)行了編碼和理論的發(fā)展，并最終發(fā)展四類目標(biāo)導(dǎo)向的動(dòng)機(jī)和三類體驗(yàn)的動(dòng)機(jī)。表2顯示了目標(biāo)導(dǎo)向和體驗(yàn)的動(dòng)機(jī)特征和屬性是如何對(duì)比和編碼的。同時(shí)，我們尋找目標(biāo)導(dǎo)向和經(jīng)驗(yàn)的動(dòng)機(jī)的關(guān)系或理論聯(lián)系，這一過(guò)程稱為“迭代處理”。</p><p>　　不用具體的統(tǒng)計(jì)小組表

19、并符合焦點(diǎn)小組分析數(shù)據(jù)的管理實(shí)踐的報(bào)告，我們建議達(dá)成不需要特定的大小或數(shù)量級(jí)程度的共識(shí)，特別當(dāng)這樣的信息對(duì)管理者有用時(shí)。但是大公司報(bào)告的定量的市場(chǎng)研究數(shù)據(jù)配合我們的研究結(jié)果用來(lái)支持我們的主張。不過(guò)，優(yōu)勢(shì)的反應(yīng)并不完全指導(dǎo)我們的分析。特殊的反應(yīng)不僅提供有關(guān)該范圍內(nèi)的相關(guān)調(diào)查結(jié)果的線索，還為其他研究參與者未闡述的問(wèn)題做鋪墊。</p><p>　　表2.焦點(diǎn)小組參與者對(duì)網(wǎng)上購(gòu)物的描述</p><p&

20、gt;<b>　　目標(biāo)導(dǎo)向的購(gòu)物</b></p><p>　　特別令人印象深刻的是，目標(biāo)導(dǎo)向的購(gòu)物者提到的在線購(gòu)物時(shí)體會(huì)到更多的自由和控制的頻率。因此，網(wǎng)上客戶不是被動(dòng)的市場(chǎng)營(yíng)銷(xiāo)接收者，而是在在線環(huán)境中體驗(yàn)更多控制的主要參與者。有趣的是，在線購(gòu)買(mǎi)者常說(shuō)他們覺(jué)得在線購(gòu)物只在他們心中有特定采購(gòu)訂單時(shí)，即大多數(shù)描述網(wǎng)上購(gòu)買(mǎi)為主要的計(jì)劃購(gòu)買(mǎi)的組成。實(shí)際上，很多網(wǎng)上買(mǎi)家告訴我們他們并不一定認(rèn)為網(wǎng)上購(gòu)買(mǎi)

21、是“購(gòu)物”。相反，他們認(rèn)為是“購(gòu)買(mǎi)”。我們特地向網(wǎng)上買(mǎi)家他們?cè)诰€或離線購(gòu)物哪個(gè)更沖動(dòng)，從中了解到絕大多數(shù)消費(fèi)者離線購(gòu)物會(huì)更沖動(dòng)（除了在拍賣(mài)網(wǎng)站更可能是體驗(yàn)的購(gòu)物行為的地方）。網(wǎng)上購(gòu)物一般沒(méi)有沖動(dòng)是由于無(wú)法理解占有商品，返回后緩解一下，更一步考慮才買(mǎi)下商品，且有郵回的并不是想要的商品的煩惱。</p><p>　　附件2：外文原文（復(fù)印件）</p><p>　　SHOPPING ONLINE

22、FOR FREEDOM,CONTROL AND FUN</p><p>　　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

23、 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 account for only about 1% of retail sales, and experts and scholars have

24、argued over the possible upper limit to the percentage of consumer online spending. Will the upper limit of on</p><p>　　Ultimately, the degree to which online shopping fulfills goal-oriented and experiential

25、 consumer needs will impact the amount of shopping dollars that consumers will choose to spending each environment. While many writers are touting the unique capabilities of the online medium to provide interactivity and

26、 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 o</p><p>　　Expe

27、riential behavior is especially likely in categories where shoppers have an ongoing, hobby-type interest. Collectors and hobbyists enjoy the “thrill of the hunt” as much as the acquisition of items for the collection. As

28、 well, having time available and desiring stimulation results in more experiential shopping behavior. Scholars have also discovered that the higher playfulness associated with experiential behavior results in a more posi

29、tive mood, greater shopping satisfaction and a higer lik</p><p>　　Goal-oriented or utilitarian shopping has been described by various marketing scholars as task-oriented, efficient, rational, and deliberate.

30、 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

31、of their effort by terms commonly associated with work performance, such as "success" and "accomplishment."</p><p>　　Importantly, marketing research firms have found that two-thirds to fo

32、ur-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 the

33、ir most recent online purchase had been previously planned, while 29% said they had been browsing.</p><p>　　when they made their purchase. Thus, online shopping is more likely to be goal focused rather than

34、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-comm

35、erce insiders, is strongly correlated with motivation, as experiential shoppers "stick"around longer than do transaction-oriented consumers. Currently, weekly data provided by Nielsen-Net Rat</p><p&g

36、t;　　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 Interne

37、t tend to have a strong internal locus of control and thus are goal-oriented personalities. Moreover, the online medium facilitates utilitarian behavior as search costs for product information are dramatically reduced.&#

38、39;" Our research with online shoppers suggests that goal-oriented s</p><p>　　Despite the preponderance of utilitarian online shopping, there is evidence that some online shoppers engage in experiential

39、 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 shopper

40、s tell us they enjoy: auctions;involvement with a hobby/product class; and bargain hunting. In sum, these shoppers focus on "the experience" or fun of online sho</p><p>　　Research Methodology</p

41、><p>　　This research was supported by the Center for Research on Information Technology in Organizations (CRITO) at the University of California, Irvine. The purpose of the project is to understand the attribut

42、es 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 online shopping, as these m

43、otivations will affect the web site attributes and experiences desired by sho</p><p>　　Online qualitative research offers the advantage of obtaining individual as well as group reactions to concepts and rese

44、arch 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 t

45、hat are honest, direct, and somewhat less constrained by social conventions present in traditional focus groups. Online qualitative research is uniquely sui</p><p>　　Based on existing literature on goal-

46、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.&quo

47、t;* 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 i

48、ncreased our understanding o</p><p>　　? Describe your typical online shopping experience. (Probe:)</p><p>　　? Where do you usually shop from? At what time of day? How often? What types of things

49、 do you usually shop for online?</p><p>　　? Do you go to a specific site to shop, or do you search for items first?</p><p>　　? How often do you shop for entertainment vs. shop for a specific nee

50、d?</p><p>　　? In general, what differences come to mind when thinking about online shopping and offline (brick-and-mortar) shopping. (LIST ON EASEL)</p><p>　　? Offline: What makes experience enj

51、oyable? What are the headaches?</p><p>　　? Online: What makes experience enjoyable? What are the headaches?</p><p>　　? What are the factors that influence whether you shop in a store vs. online?

52、</p><p>　　? Are there items that you buy in one mode that you wouldn't buy in the other?</p><p>　　While there was a protocol for the focus group questions, each focus group covered unique gr

53、ound 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 four online groups, a professional moderator

54、 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 </p><p&

55、gt;　　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 u

56、ndertook coding and development of theory together'* and ultimately developed four categories of goal-oriented motivations and three categories of experiential motivations. Table 2 shows how goal-oriented and experie

57、ntial motivations, characteristics, and attributes were contrasted and cod</p><p>　　Rather than reporting specific tabulations, and in line with common managerial practice in analyzing focus group data, we h

58、ave suggested a degree of consensus without necessarily claiming specific proportions or orders of magnitude, especially when such information might be useful to managers." However, quantitative market research data

59、 reported by major firms that dovetails with our findings is used to support our claims. Nevertheless, the preponderance of responses did not guide our analysis e</p><p>　　Goal-Oriented Shopping</p>&

60、lt;p>　　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 ar

61、e not passive recipients of marketing and selling and 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