網購外文翻譯-其他專業(編輯修改稿)

　

【文章內容簡介】 ior results in a more positive mood, greater shopping satisfaction and a higer likelihood of impulse purchasing pared to goalfocused shopping. Goaloriented or utilitarian shopping has been described by various marketing scholars as taskoriented, efficient, rational, and deliberate. Thus, goalfocused shoppers are transactionoriented 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 monly associated with work performance, such as success and acplishment. Importantly, marketing research firms have found that twothirds to fourfifths of Inter 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 emerce sites also suggests that online consumers tend to be goalfocused. For example, duration time spent in a store or at a site, termed stickiness by emerce insiders, is strongly correlated with motivation, as experiential shoppers stickaround longer than do transactionoriented consumers. Currently, weekly data provided by NielsenNet Ratings regularly show that the stickiness of emerce web sites is quite limited, with the length of visits at top sites (with the significant exception of eBay) 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 plete the transaction. Why are more etailing consumers expected to be goalfocused? One clue is the finding that timestarved consumers are especially likely to be online shoppers. Another clue is that early and heavy users of the Inter tend to have a strong internal locus of control and thus are goaloriented personalities. Moreover, the online medium facilitates utilitarian behavior as search costs for product information are dramatically reduced.39。 Our research with online shoppers suggests that goaloriented shoppers are interested in etailing because of four specific attributes: convenience and accessibility。 selection。 availability of information。 and lack of sociality. Importantly, shoppers frequently and explicitly associate these goaloriented attributes with increased freedom and control. Despite 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 funseekers 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。 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 California, Irvine. The purpose of the project is to understand the attributes that contribute to consumers having a satisfying, highquality online shopping experience. Our specific pu