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1、此文档是毕业设计外文翻译成品（ 含英文原文+中文翻译），无需调整复杂的格式！下载之后直接可用，方便快捷！本文价格不贵,也就几十块钱！一辈子也就一次的事！外文标题：Internet Shopping and Buying Behavior of College Students外文作者：Deborah H. Lester , Andrew M. Forman & Dolly Loyd文献出处: Services Marketing Quarterly Volume 27, 2018 - Issue 2 (如觉得年份太老，可改为近2年，毕竟很多毕业生都这样做)英文4178单词，26518字符(字符
2、就是印刷符)，中文6803汉字。（如果字数多了，可自行删减，大多数学校都是要求选取外文的一部分内容进行翻译的。）Internet Shopping and Buying Behavior of College StudentsABSTRACT： Several years of lackluster sales in the retailing industry have pushed expansion into new channels in an effort to exploit any potential opportunity. As more and more consumers
3、 embrace the World Wide Web it seems a natural expectation and assumption that this channel may be the salvation of the brick and mortar store. This study focused on college-age consumers responses to purchasing on the Internet. Young adults were specifically targeted because of their generations te
4、ch-savvy embracing of anything wired. Over 780 university students were surveyed and answered a 108-item self-administered questionnaire. The study specifically addressed the issues of how often and why Internet purchases were made. As expected over 95% of the college-age market uses the Internet an
5、d over 91% of that group completes online purchases. Close to a quarter of the buyers are spending over $500 per year on Internet merchandise and they are making those purchases with their own credit cards. They are purchasing banking service, concert tickets, apparel and entertainment products. The
6、se young adults are also buying cars, mortgages and appliances over the Internet, but in smaller numbers.Findings indicate that not all products are created equal when offered for sale on the Web. Motivating factors vary by product and generation. The results of this research have significant implic
7、ations for future Internet marketing. KEYWORDS:Internet shopping, buying behavior, college students, generation Y, web shoppingINTRODUCTIONThe economic conditions and political unrest have had a staggering impact on retail sales over the past three years. As a result, savvy retailers are expanding i
8、nto new channels in order to penetrate any opportunity for potential sales. According to Elaine Rubin, chairman of Shop.org, multichannel retailers are known and trusted by consumers who are comfortable shopping online (Denson, 2003). The latest figures from the Commerce Department indicate that ret
9、ail sales were up 0.6% in August 2003, but clothing store sales fell 1.4% (, 2003). Retail sales for the holiday 2003 season grew 0.2% in December but fell 0.3% in January 2004 to a seasonally adjusted $322.9 billion (U.S. Census Bureau, 2004). This larger than expected decline follows on the heels
10、of higher claims for unemployment benefits (CNN Money, 2004). The truly bright spot on the retail scene is online retail sales that were up 25.1% in the fourth quarter of 2003 to $17.2 billion. E-retail sales are only a small fraction of retail sales in general, but that percentage is expected to gr
11、ow to 10% by 2008 (Denson, 2003). A recently reported that young adults and teens 13 to 24 are spending 16.7 hours online (excluding e-mail) per week. This average is significantly greater than the 13.6 hours watching TV, 12 hours listening to the radio, 7.7 hours talking on the phone and 6 hours re
12、ading that this age group reported. This survey of more than 2,500 respondents was conducted both on and offline. The historic shift in media impact has led to the market being dubbed the “Born to be Wired” Generation. According to the study, these young people are not isolated in their involvement
13、with the Internet. They are multitasking, engaged in other media-related activities such as listening to music, watching TV, talking on the phone, working on homework or reading while online (, 2003).REVIEW OF LITERATUREIn a May 2000 study, reported by the E-Commerce Advisor Zone, young adults 18-23
14、 (Gen Y), were no more likely to purchase online than their older, baby boomer parents. Both groups were found to have Internet access but only 42% of Generation Y consumers spent online compared to 50% of older consumers (CRM-advisor, 2000). These results when compared with a study conducted in Jan
15、uary 2002 show the progressive movement by the younger generation to embrace online activities. In the study by Lester, Loyd and Moore it was reported that 61% of young people are now making online purchases (Lester, Loyd, and Moore, 2003).Articles in the Journal of Retailing explored Internet shopp
16、ing, specifically researching experiential value and motivation with regards to the Internet shopping environment (Childers, Carr, and Carson, 2001; Mathwick, Malhotra, and Rigdon, 2001). The results indicate that Internet shoppers place a significant level of importance on the interactive entertainment environment that this new media channel provides. It is also important to note that the Mathwick, Malhotra, and Rigdon study poi
