外文翻译网上购物的自由、控制和乐趣.doc

外文翻译-网上购物的自由、控制和乐趣 毕业论文设计外文翻译外文原文SHOPPING ONLINE FOR FREEDOM CONTROL AND FUNThe number of consumers 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 US totaled 13trillion in 1999 Thus e-commerce sales currently 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 at15 Or will it be as much as one third of purchases in many retail product categories by 2010 as recently suggested by Forrester ResearchUltimately the degree to which online shopping fulfills goal-oriented andor 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 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 motivates consumers to shop 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 searching 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 wellExperiential 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 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 greater shopping satisfaction and a higher likelihood of impulse purchasing compared to goal-focused shoppingGoal-oriented or utilitarian shopping has been described by various marketing scholars as task-oriented efficient rational and deliberate 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 success of their effort by terms commonly associated with work performance such as success and accomplishment 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 most 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 be goal-focused For example duration time spent in a store or at a site termed "stickiness" by e-commerce insiders is strongly correlated with motivations as experiential shoppers "stick" around longer than do transaction-oriented consumers Currently weekly data provided by Nielsen-NetRatings regularly 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 find a book and actually complete the transactionWhy 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 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 specific attributes 1 convenience and accessibility 2 selection 3 availability of information and 4 lack of sociality Importantly shoppers frequently and explicitly associate these goal-oriented attributes with increased freedom and controlDespite the preponderance of utilitarian online shopping there 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 1 auctions 2 involvement with a hobbyproduct class and 3 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 TABLE1Goal-Oriented and Experiential Factors and Outcomes of Online ShoppingResearch MethodologyThis 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 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 motivations will affect the website attributes and experiences desired by shoppers Given our interest in consumer perceptions and the current lack of qualitative data to address the subject 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 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 US and Canada Harris 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 and engaged in online auctions all common online buying categories But 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 onlineOnline qualitative research 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 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 As well online 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 In addition 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 facilityBased on existing literature on goal-focused and experiential motivations in offline shopping and speculations about these motivations applying to the online environment we asked participants if they shop for entertainment or for specific needs As well 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 specifically our guide for the portion of focus group focusing on motivations contained the following questionsI want to start by talking about shopping Just about everybody likes to shop or has to shopDescribe your typical online shopping experience Probe Where do you usually shop from At what time of day How oftenWhat types of things do you usually shop for onlineDo you go to a specific site to shop or do you search for items firstHow often do you shop for entertainment vs shop for a specific needIn general what differences come to mind when thinking about on-line shopping and offline bricks and mortar shopping LIST ON EASEL Offline what makes experience enjoyable What are the headachesOnline what makes experience enjoyable What are the headachesWhat are the factors that influence whether you shop in a store vs onlineAre there items that you buy in one mode that you wouldnt buy in the otherWhile 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 four online groups a professional moderator ran the groups while both 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 websites were "spawned" on participant computers where they could respond to and interact with the websiteOffline 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 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 and coded As well we looked for connections or theoretical connections to goal-oriented and experiential motivations a process called "iterative tacking"TABLE2 Focus Group Participants Descriptions of Online ShoppingFocus Group Participants Descriptions of Goal-Oriented ShoppingExperiential ShoppingAccomplishmentGoing to specific siteLooking for specific productSaving timeI have a purpose in mindI make repeat purchasesFinding the best price for a specific itemEnjoymentSurfingtrying new sitesLooking for new thingsKilling timeI look for ideasI check my favorite sites regularlyBargain hunting for whats on saleFocus Group Participants Desires when Goal-Oriented ShoppingExperiential ShoppingI want to get in-and-out quickly fewest clicks Do-it-myselfDont waste my timeI want immediate response to questionsI want ease of useI want a welcome site that draws me inI can interact with other consumersShow me lots of choicesI like to browse sites related to my hobbyI want a unique experienceFocus Group Participants Descriptions of Freedom and ControlFunControl what information I receiveNo salespeopleNo linescrowdsOnly brandssites I knowI can come back anytimedelay purchaseI have optionsShow me what I wantRead reviews but dont believe them I get drawn inExcitement of biddingWindow shoppingIm impulsiveI have to limit myselfSurprise meRather than reporting specific tabulations and in line with common managerial practice in analyzing focus group data we have suggested 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 reported by major firms that dovetails with our findings is used to support our claims Nevertheless preponderance of responses did not guide our analysis entirely Idiosyncratic responses not only offered clues about the boundaries within which findings are relevant but also surfaced issues not articulated as well by other study participantsGoal-Oriented ShoppingEspecially impressive is the frequency with which goal-oriented shoppers mentioned the increased freedom and control they experience while shopping online Thus web customers are 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 when they had a specific purchase in mind with the majority describing online buying as consisting largely of planned purchases In fact many online buyers told us that they did not necessarily think of buying on the net as "shopping" Rather they think of it as buying We specifically asked online buyers if they are more impulsive while shopping online or offline and were overwhelmingly informed that shoppers are more impulsive offline except at auction sites where buying behavior is much more likely to be experiential The general lack of impulsivity during online shopping is due to the inability to take possession of goods immediately the ease of returning later to buy the goods after further thought and the trouble of having to mail back unwanted items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弗雷斯特研究公司估计1999年互联网销售额是1998年的20亿美元的2倍以上相比之下美国1999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售额的1左右专家和学者们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或者如弗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13最终在何种程度上满足购物目标导向和或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地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地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它们用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时有时间保证和欲望刺激可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购物满意度和更高可能性的购买冲动有关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利购物描述为"工作"和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"与"完成"重要的是市场调查公司发现23到45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也表明在线消费者趋向于专注于目标例如持续时间在商店或在网站上停留被电子商务业内人士称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由Nielsen-NetRatings公司提供的数