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1、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 over
2、all 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
3、 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 dolla
4、rs 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 on
5、line 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
6、 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
7、 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
8、 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 ration
9、al 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 su
10、ccess 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 shopper
11、s 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
12、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 re
13、gularly 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
14、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
15、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 at
16、tributes 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 ten
