网络购物的消费动机外文翻译.docx

网络购物的消费动机外文翻译.docx

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网络购物的消费动机外文翻译

外文翻译

原文

ConsumerMotivationsforOnlineShopping

MaterialSource:

www.kettering.eduAuthor:

MaryWolfinbarger,MaryGilly

Abstract

Consumersshoponlineforgoal-oriented,instrumentalreasons,andforexperientialreasons.However,goal-orientedmotivesaremorecommonamongonlineshoppersthanareexperientialmotives.Basedonourexploratoryresearchofonlineshoppingusing5offlineand4onlinefocusgroupsconductedinconjunctionwithHarrisInteractive,weidentifyanddiscussattributesthatfacilitategoal-orientedonlineshopping,includingaccessibility/convenience,selection,informationavailabilityandlackofunwantedsocialityfromretailsaleshelporshoppingpartnerssuchasspouses.Thegoal-orientedcharacteristicsofonlineshoppingcollectivelyresultinanexperiencethatisinvolvingforbuyers,butwhichresultsinlowcommitmenttopurchasing.Buyersshopwhenandwheretheywant,andarecomfortableabandoningasiteandproductsplacedinashoppingcarteitheronawhimortofurtherconsidertheirpurchase;consumersoftenusethewords"freedom"and"control"inexplainingthevalueofonlineshopping.Whileconsumersaremorelikelytodescribeofflineratherthanonlineshoppinginexperientialterms,wefindevidenceofexperientialmotivationsforonlineshoppingemerging.Weoffermanagerialimplicationsforcultivatinggoal-orientedandexperientialonlinebuyers.

Introduction

Thenumberofconsumersbuyingonline,andtheamountbeingspentbyonlinebuyershasbeenontherise;ForresterResearchhasestimatedInternetsalesin1999tobemorethandoublethatof1998,$20billion（seeestimatesat）.Despitethehypeandthegrowth,consumere-commercesalescurrentlyaccountforlessthan1%ofretailsales,andexpertsandscholarshavearguedoverthepossibleupperlimittothepercentageofconsumeronlinespending.

Ultimately,thedegreetowhichonlineandofflineshoppingfulfillvariousconsumerneeds--bothgoal-orientedandexperiential--islikelytoimpacttheamountofshoppingdollarsthatconsumerswillchoosetospendineachenvironment.Inarguably,onlineandofflineenvironmentspresentdifferentshoppingexperiencesevenwhenthesameproductscanbepurchased.Consumersshopwithutilitarian,goaldrivenmotivesaswellasforexperientialmotives,suchasfunandentertainment;insum,theyshoptoacquireproductsortheyshoptoshop（Babin,DardenandGriffen1994;BlochandRichens1983;Hirschman1984;HirschmanandHolbrook1982;HoffmanandNovak1996;SchlosserandKanfer1999）.

Basedonourresearch,wesuggestthatonlineandofflineshoppingexperiencesareperceivedandevaluatedbyshopperswithrespecttotheirabilitytodeliversatisfactionontwodimensions:

（1）goalfulfillmentand

（2）experience-relatedoutcomes.Ourresearchsuggeststhatgoal-directedmotivationsaremorelikelytobesatisfiedonlinewhileexperientialshoppingmotivesaremorelikelytobeassociatedwithofflineshopping.Nevertheless,thereareonlinebuyerswhoreportedtousthattheyshopforfun;typicallytheyshopauctionsites,engageinongoinghobbytypeinterests（seeBloch,SherrellandRidgeway1986foradiscussionofofflinehobbybehavior）orenjoythethrilloflookingforbargains.

ResearchMethod

Thisresearchrepresentsthefirstphaseofaresearchplanintendedultimatelytoidentifyandmeasuretheconsumerexperiencesandwebsiteattributesthatareassociatedwithqualityandsatisfaction.Inthisfirstphase,wedesiredtounderstandmotivations,attitudesandbehaviorofconsumersfromaphenomenologicalpointofview（asexperiencedandexplainedbyconsumers）.FiveofflineandfouronlinefocusgroupsofonlinebuyerswererecruitedbyHarrisInteractivewhomaintainsapanelofabout5milliononlineconsumers.Webelievetheimportanceofvariousattributesassociatedwithqualitywillvarysomewhatdependingonthemotivationforonlineshopping（HoffmanandNovak1996;Hoffman,NovakandSchlosser2000;SchlosserandKanfer1999）;theresearchreportedherefocusesonthesemotivationsandtheattributesthatsupportthesemotivationsaccordingtoonlineconsumers.

Bothresearchersattendedor"lurked"（loggedinwithoutbeingvisibletoparticipants）inallfocusgroups.Theresearchersmoderatedthefiveofflinegroups,whichwerebothaudioandvideotaped.Inthefouronlinegroups,aprofessionalmoderatorranthegroups,whilebothresearchers"lurked."Theonlinegroupsareheldinrealtimeina"chatroom"format;ouryoungestinformantwas19andouroldestwas81.Focusgroupparticipantswerechosento

（1）maximizethevarietyofagegroupsoverage18,

（2）includebothmenandwomen,（3）solicitparticipantswhocollectivelyhadengagedinpurchasesinthetopcategories--books,CDs,computersandsoftware,travel,andonlineauctions.Aswell,duringtheirfocusgroups,informantsreportedpurchasesinavarietyofotherpurchasecategoriesincludingonlinestocktrading,cars,ammunition,toys,clothing,groceries,andbuyingjewelryfromthehomeshoppingnetwork;oneparticipantevenboughthishouseonline!

TheofflinegroupswerebasedinSouthernCalifornia,buttheonlinegroupsincludedparticipantsfromacrosstheUnitedStates（includedruralareas）andatleastoneCanadian.

Onlinequalitativeresearchmethodologiesevokedialoguesthatarehonest,direct,andsomewhatlessconstrainedbysocialconventionspresentintraditionalfocusgroups（Montoya-Weiss,MasseyandClapper1998）.OnlinequalitativeresearchisuniquelysuitedforengagingInternetsavvyrespondents.Itisespeciallyappealingtothoseforwhomtimeisatapremium.Italsoreachesaudiencesnotgenerallyreachedbytraditionalface-to-facefocusgroups,includingthoseinoutlyingareasandrespondentswhoarehomebound.Theoreticalcategoriesbothexistedaprioriandemergedduringcodingandanalysisoftranscripts.Welookedforexceptionstoourtentativefindings（ArnouldandWallendorf1994;GlaserandStrauss1967;MilesandHuberman1984;Spiggle1994）.Ourprimarytheoreticalcategoriesforthisanalysisinvolvereportedgoaldirectedsearchvs.experientialbrowsing/buyingbehavior,aswellastheattributesandoutcomesthatareassociatedwiththosebehaviors.Asecondanalysisiscurrentlyunderwaywhichidentifiesalltheattributesonlineconsumersassociatewithsatisfactionandoveralltransactionquality.

GOALDIRECTEDSEARCHVS.EXPERIENTIALBROWSING

Ourresearchsuggeststhataccessibility,convenience,selection,informationavailability,controlofsociality,lowcommitmenttotheexperienceandmoregenerally,asenseoffreedomandcontrolallmarkgoal-directedbuying（seeTable）.Moreover,theseattributesthatareassociatedwithgoal-directedsearcharemorelikelytobeassociatedwithonlineascomparedtoofflineshopping（seeSolomon1999concerninggoal-directedsearch）.

Whileofflineshoppingismorelikelytobeassociatedwithexperientialbenefits,someonlinebuyersneverthelessdescribeonlineshoppingasbeingenjoyable,fun,andevensociable.Collectors,hobbyistsandeBayshopperssometimesformedrelationshipswiththosewhosharedtheirinterestsonline.Inadditiontosocialilty,onlinebuyerstoldustheyengageinexperientialbrowsingforthreereasons:

（1）auctionactivities

（2）ongoinghobby-typesearch（similartoofflinebehaviordescribedbyBloch,SherrellandRidgeway1986）and（3）bargainhunting.Whatdoauctionsofferconsumers?

Positivesurprise（Babin,DardenandGriffen1994）isamajorbenefitofauctionsites.Hobbyistshoppersfrequentlyandregularlychecksitesofinterest.Anotheractivitythatresultsinexperientialonlineislookingforgreatdeals.Consistentwithourobservationsthatdiscountshoppingisassociatedwithexperientialbuyingbehavior,goal-orientedshoppersareactuallylesslikelytouseshoppingagentsthanaretheexperientialshoppersweinterviewed;theexperientialshoppersenjoythefunofsurfingvarioussitesandfindingthebestdeals;aswell,basedonempiricalresearch,Babin,DardenandGriffen（1994）identifybargain-shoppinginofflineretailingasbeingexperiential.

ThePrevalenceofGoal-DirectedBuyingontheInternet

RecentmarketresearchaswellasourfocusgroupsindicatethatamajorityofInternetbuyersaregoal-orientedratherthanthebeingexperiential.Forinstance,JupiterCommunications（Solomon1999）reportsthat77%ofshoppersgoonlinewithaspecificpurchaseinmind.Currently,weeklydataprovidedpubliclyonNielsen-NetRatingswebsiteregularlyshowthatthe"stickiness"orinotherwords,timespentatane-commerceWebsiteduringavisit,islimited;thelengthofvisitsatthetope-commercesites（withthesignificantexceptionofthemore"experiential"sitee-Bay）islargely10minutesorso,suggestingthatconsumeronlinebuyingbehaviortendstolargelybefocusedandgoal-oriented.

Goal-orientedorutilitarianshoppinghasbeendescribedbyvariousmarketingscholarsastask-oriented,efficient,rational,anddeliberate（cf.Babin,DardenandGriffen1994;BatraandAhtola1991;HoffmanandNovak1996;Sherry1990）.Theonlinemediumfacilitatesthistask-orientationassearchcostsaredramaticallyreduced（Klein1998）.Moreover,manyuserscurrentlyprefertoundertakeefficientlinearsearchesontheInternetusingthefewestnumberofclickstogettotheinformationtheywant（HoqueandLohse1999）.Consistentwiththisgoal-orientationperspective,consumersmorelikelytobuyontheInternetarelikelytobetime-starved（Bellman,LohseandJohnson1999）.Infact,onlinebuyersoftentoldusthattheydidnotnecessarilythinkofbuyingonthenetas"shopping."Rather,theythinkofitas“buying.”Aswell,onlinebu