網(wǎng)購?fù)馕姆g--網(wǎng)上購物的自由、控制和樂趣-其他專業(yè)

1、 中文3870字畢業(yè)論文外文資料翻譯專 業(yè)： 電子商務(wù) 姓 名： 學(xué) 號： (用外文寫)外文出處： shopping online for freedom、 control and fun 附 件： 1.外文資料翻譯譯文；2.外文原文。 指導(dǎo)教師評語： 簽名： 年 月 日注：請將該封面與附件裝訂成冊。附件1：外文資料翻譯譯文 網(wǎng)上購物的自由、控制和樂趣網(wǎng)上購物的消費(fèi)者數(shù)量和網(wǎng)上購物的數(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)銷售額是去年的20億倍以上。相比之下，美國去年的整體零售銷售額達(dá)13萬億美元。因此，目前電子商務(wù)的銷售額僅占零售銷售額的1%左右。專家和學(xué)者悶得爭執(zhí)消費(fèi)者網(wǎng)上消費(fèi)的百分

2、比的可能上限。網(wǎng)上消費(fèi)上限將超過其他直接營銷的15%，或者如費(fèi)雷斯特研究公司所建議的，到2010年占許多零售采購產(chǎn)品類別的1/3.最終，在何種程度上滿足購物目標(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)上購物者真正需要什么，以及為什么他們把網(wǎng)上購物放在第一位清楚的了解什么激發(fā)消費(fèi)者網(wǎng)上購物可以并應(yīng)告知戰(zhàn)略、技術(shù)和市場營銷的決定，以及網(wǎng)站設(shè)計(jì)。那么，什么激發(fā)網(wǎng)上購物？在離線的環(huán)境中營銷人員認(rèn)識到，消費(fèi)者不同的消費(fèi)方式取決于他們用于搜索的動機(jī)是否主要是體驗(yàn)（因?yàn)楹猛妫┻€是目標(biāo)導(dǎo)向（因

3、為效率高）。我們的網(wǎng)上客戶的研究表明，這兩種動機(jī)同樣可以推廣到在線環(huán)境。體驗(yàn)行為特別可能發(fā)生在消費(fèi)者有一個(gè)持續(xù)的愛好型的興趣類別中。收藏家和愛好者享受“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)購物行為。學(xué)者們還發(fā)現(xiàn)，更高的娛樂性與體驗(yàn)行為比專注于目標(biāo)的購物引起更積極的情緒、更大的網(wǎng)上購物滿意度和更高可能性的購物沖動行為。目標(biāo)導(dǎo)向或功利購物已被各種營銷學(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)的購物是以交易為導(dǎo)向，希望快速購買他們想要的東西而無需焦急。零售消費(fèi)者將功力購買描述為“工作”和評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，

4、如“成功”“完成”。重要的是，市場調(diào)查公司發(fā)現(xiàn)，2/3到4/5的互聯(lián)網(wǎng)買家從事特定產(chǎn)品的狹義在線搜索。在我們最近的一項(xiàng)與1013哈里斯互動在線事務(wù)委員會成員進(jìn)行的網(wǎng)上調(diào)查中，71%的購物者說。他們最近大部分網(wǎng)上購買的是他們先前已經(jīng)計(jì)劃過的，而29%說當(dāng)他們提出購買時(shí)他們已經(jīng)瀏覽過。因此，網(wǎng)上購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)購物者有比以交易為導(dǎo)向的消費(fèi)者“粘”于周圍更長時(shí)間的相關(guān)強(qiáng)烈動機(jī)。目前，每周定期有Nielsen-NetRatings 公司提懂得數(shù)據(jù)顯示

5、，電子商務(wù)網(wǎng)站的“粘性”是相當(dāng)有限的，當(dāng)頂級網(wǎng)站的訪問長度（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)間為典型例子，比如說10分鐘，只是大約找一本書和實(shí)際完成交易那么長的時(shí)間。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)上購物者。另一個(gè)線索是早氣的重量級互聯(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。我們的在線購物者的研究表明，目標(biāo)導(dǎo)向的購物者對電子零售感興趣是因?yàn)槠?個(gè)特殊的屬性：（1）便利無障礙（2）可挑剔（3）信息的實(shí)用（4）無社交

6、。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。不管網(wǎng)上功利購物的優(yōu)勢，有證據(jù)表明，一些從事體驗(yàn)購物或?yàn)榱伺d趣而購買的購買者。作為樂趣探求者而傾向于沖動地進(jìn)行更多的購物對市場來說是合理的行為。為什么一些網(wǎng)上購物者參與體驗(yàn)行為呢？體驗(yàn)購買者告訴我們他們喜歡：（1）拍賣；（2）作為愛好的參與；（3）逢低買進(jìn)；總之，這些購物者著眼于“經(jīng)驗(yàn)”，或者網(wǎng)上購物能和得到產(chǎn)品采購時(shí)獲得的一樣多的樂趣。表一。 重要因素預(yù)期結(jié)果目標(biāo)導(dǎo)向購物無障礙/便利可挑選信息的實(shí)用無社交自由，控制忠于目標(biāo)，沒有經(jīng)歷過體驗(yàn)購物參與產(chǎn)品類別積極的社交正面的驚喜逢低買進(jìn)樂趣忠于經(jīng)驗(yàn)為重要或比目的更重要

7、研究方法這項(xiàng)研究得到了資訊科技中心組織（CRITO）在美國加州大學(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)量在線購物體驗(yàn)的屬性。我們在開展這項(xiàng)研究的具體目的是要充分了解網(wǎng)上購物的消費(fèi)動機(jī)，姻為這些動機(jī)將影響到網(wǎng)站的屬性和所需的購物者的經(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題的定性數(shù)據(jù)的缺乏，我們將網(wǎng)上買家分成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)”從而成為早期網(wǎng)上購物的接收者的一組。此外，我們組織了兩個(gè)從哈里斯互動網(wǎng)上招募的南加州離線焦點(diǎn)小組。最后，我們與哈里斯互動公司組織了四個(gè)下線焦點(diǎn)小組（包括在美國和加拿

8、大的參與者）。哈里斯互動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)和在線購買產(chǎn)品的不同小組。我們的樣本包括19-81歲的參加者；他們購買CD、書籍、軟件、硬件、玩具、和旅游、從事網(wǎng)上拍賣，消費(fèi)所有常見在線購買類別。但是，除了這些主要類別外，還有各種各樣的交易，包括彈藥、內(nèi)衣、雜貨、野營設(shè)備、汽車，甚至一個(gè)參與者在網(wǎng)上購買了他的房子！網(wǎng)上訂性研究提供了獲得個(gè)人以及群體反應(yīng)的概念和研究問題的優(yōu)勢，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服其他受訪者的機(jī)會。網(wǎng)上焦點(diǎn)小組方法喚起誠實(shí)的、直接的和稍微更少的被傳統(tǒng)焦點(diǎn)小組呈現(xiàn)的社會慣例的抑制的對話。網(wǎng)上定性研究是唯一適合迷

9、人的互聯(lián)網(wǎng)悟性受訪者。者是很大的吸引力，對他們來說，時(shí)間非常寶貴。同時(shí)。網(wǎng)上焦點(diǎn)小組達(dá)到通常情況下不達(dá)成的傳統(tǒng)面對面焦點(diǎn)小組，包括在邊遠(yuǎn)地區(qū)和回國的受訪者。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。基于現(xiàn)存的有關(guān)在離線購物中心的目標(biāo)導(dǎo)向與體驗(yàn)動機(jī)和關(guān)于猜測應(yīng)用于在線環(huán)境的這些動機(jī)的文獻(xiàn)，我們詢問參與者他們購買時(shí)為了娛樂還是特殊的需求。同時(shí)，我們調(diào)查網(wǎng)上買家對照在線瀏覽執(zhí)行相對較窄的產(chǎn)品搜索的程度。我們還要求焦點(diǎn)小組參與者比較在線和離線購物，增加我們對在網(wǎng)上購物的基本決定因素的理解，更具體的說，對于部分焦點(diǎn)小組集中的動機(jī)，我們的指南包

10、含下列問題：我想首先討論購物。幾乎每個(gè)人都喜歡購物，或不得不購物。描述你典型的在線購物體驗(yàn)。你通常在那里購物？在一天中的什么時(shí)間？多頻繁？一般來說，當(dāng)思考在線購物和離線（磚和石灰）購物時(shí)會記住什么區(qū)別？離線-什么經(jīng)驗(yàn)令人愉快？什么令人頭疼？在線-什么經(jīng)驗(yàn)令人愉快？什么令人頭疼？什么因素影響你選擇在商店里購物還是在線購物？有什么東西你用一種模式購買而不用梁一中模式購買的？當(dāng)焦點(diǎn)小組的提問有一個(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

11、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)和交互的電腦上產(chǎn)生。當(dāng)在線小組錄音自動生成時(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)向的動機(jī)和三類體驗(yàn)的動機(jī)。表2顯示了目標(biāo)導(dǎo)向和體驗(yàn)的動機(jī)特征和屬性是如何對比和編碼的。同時(shí)，我們尋找目標(biāo)導(dǎo)向和經(jīng)驗(yàn)的動機(jī)的關(guān)系或理論聯(lián)系，這一過程稱為“迭代處理”。不用具體的統(tǒng)計(jì)小組表并符合焦點(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)量級程度的共

12、識，特別當(dāng)這樣的信息對管理者有用時(shí)。但是大公司報(bào)告的定量的市場研究數(shù)據(jù)配合我們的研究結(jié)果用來支持我們的主張。不過，優(yōu)勢的反應(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題做鋪墊。焦點(diǎn)小組參與者描述：目標(biāo)導(dǎo)向的購物體驗(yàn)購物成就去特別的網(wǎng)站尋找特定的產(chǎn)品節(jié)省時(shí)間我心里有一個(gè)目標(biāo)我做重復(fù)購買找到一個(gè)物品的最優(yōu)惠價(jià)格滿足上網(wǎng)/嘗試新網(wǎng)站尋找新東西消磨時(shí)光我尋找靈感我定期檢查我最喜歡的網(wǎng)站削價(jià)時(shí)逢低買進(jìn)焦點(diǎn)小組參與者當(dāng)想要時(shí)：目標(biāo)導(dǎo)向的購物體驗(yàn)的購物我想迅速進(jìn)出（最少的點(diǎn)擊數(shù)）自己動手不要浪費(fèi)我的時(shí)間我想快速得到問題的回應(yīng)我希望容易使用我想進(jìn)受

13、歡迎的網(wǎng)站我可以與其他消費(fèi)者互動為我顯示很多選擇我喜歡瀏覽有關(guān)我愛好的網(wǎng)站我想要一個(gè)特別的經(jīng)歷焦點(diǎn)小組參與者的描述：自由控制樂趣控制我獲得的什么信息沒有銷售人員不用排隊(duì)/沒有人群只有名牌/我知道的網(wǎng)站我隨時(shí)可以返回/延后交易我有選擇顯示我想要的東西看評論（但不相信他們）我被吸引投標(biāo)的興趣逛街我是沖動的我不得不約束自己讓我吃驚目標(biāo)導(dǎo)向的購物特別令人印象深刻的是，目標(biāo)導(dǎo)向的購物者提到的在線購物時(shí)體會到更多的自由和控制的頻率。因此，網(wǎng)上客戶不是被動的市場營銷接收者，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，在線購買者常說他們覺得在線購物只在他們心中有特定采購訂單時(shí)，即大多數(shù)描述網(wǎng)上購買為主

14、要的計(jì)劃購買的組成。實(shí)際上，很多網(wǎng)上買家告訴我們他們并不一定認(rèn)為網(wǎng)上購買是“購物”。相反，他們認(rèn)為是“購買”。我們特地向網(wǎng)上買家他們在線或離線購物哪個(gè)更沖動，從中了解到絕大多數(shù)消費(fèi)者離線購物會更沖動（除了在拍賣網(wǎng)站更可能是體驗(yàn)的購物行為的地方）。網(wǎng)上購物一般沒有沖動是由于無法理解占有商品，返回后緩解一下，更一步考慮才買下商品，且有郵回的并不是想要的商品的煩惱。 附件2：外文原文（復(fù)印件）SHOPPING ONLINE FOR FREEDOM,CONTROL AND FUNThe number of consumer buying online, and the amount being spe

15、nt 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 account for only about 1% of retail sales, an

16、d 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 retail product categories by 2010 as recently

17、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 are touting the unique capabilities of the onli

18、ne 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 desire, and why they are shopping online can an

19、d 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 searching are primarily experiential (for fun) or goa

20、l 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. Collectors and hobbyists enjoy the “thrill of

21、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 experiential behavior results in a more positive mood, g

22、reater 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, goal-focused shoppers are transaction-orient

23、ed 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 accomplishment.Importantly, marketing research firms ha

24、ve 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 most recent online purchase had been previously

25、 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 be goal-focused. For example, duration time spe

26、nt 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 regularly show that the stickiness of e-commerce we

27、b 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 find a book and actually complete the transacti

28、on.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 locus of control and thus are goal-oriented pers

29、onalities. 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 specific attributes: convenience and accessibil

30、ity; 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, there is evidence that some online shoppers engage

31、 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: auctions;involvement with a hobby/product class;

32、 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 in Organizations (CRITO) at the University of C

33、alifornia, 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 motivations for online shopping, as these motiva

34、tions 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 thus early adopters of online shopping. In addi

35、tion, 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). Harris Interactive recruited both online and of

36、fline 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, and engaged in online auctions, all common o

37、nline 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 offers the advantage of obtaining individual a

38、s 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 dialogues that are honest, direct, and somewh

39、at 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 focus groups reach audiences not generally rea

40、ched 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 have to travel to a focus group facility. Based

41、 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, we investigated the degree to which online b

42、uyers 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 specifically, our guide for the portion of focus gr

43、oup 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 what time of day? How often? What types of things

44、 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 and offline (brick-and-mortar) shopping. (LIST

45、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 mode that you wouldnt buy in the other?While th

46、ere 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 four online groups, a professional moderator

47、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 format. As part of the online group, selected

48、 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 onl

49、ine shopping. We undertook 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 experiential motivations, characteristics, and attributes were contrasted

50、and coded. In addition, we looked for connections or theoretical connections to goal-oriented and experiential motivations, a process called iterative tacking.Rather than reporting specific tabulations, and in line with common managerial practice in analyzing focus group data, we have suggested a degree of consensus without necessarily claiming specific proportions or orders of magnitude, especial