英美消费者网络购物的不同态度【外文翻译】

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1、外文翻译原文AttitudesTowardBuyingOnlineasPredictorsofShoppingOnlineforBritishandAmericanRespondentsMateriaSource:CYBERPSYCHOLOGY&BEHAVIORAuthor:BIJOUYANG,DAVIDLESTER,andSIMONJAMESABSTRACTThisstudycomparedtheattitudestowardonlineshoppingofBritishandAmericanindividuals.Usingasampleof327Briti

2、shandAmericanuniversitystudents,theBritishrespondentswerefoundtohavelessfavorableattitudestowardonlineshopping.Attitudestowardonlineshoppingwerefoundtobesignificantpredictorsofmakingonlinepurchases.TheimplicationsoftheseresultswerediscussedandsuggestionsmadeforfutureresearchINTRODUCT

3、IONMOMENTUMINRETAILe-commercesalescontinuestogrow,accordingtostatisticsreleasedbytheU.S.CensusBureau.Preliminaryfirstquarter2005retaile-commercedataindicatedatotalof$19.8billioninsales,anincreaseof23.8%fromthefirstquarter2004.Meanwhile,totalU.S.firstquarter2005retailsaleswereestimate

4、dat$916.9billion,anincreaseofonly7.3%fromthesameperiodin2004.1However,onlineretailingstillaccountsforonlyslightlymorethan2%ofthetotalretailsalesintheUnitedStates.Thelackofsuccessinonlineretailingatpresentisattributedtothelow-orderconversionratioofwebsitevisitorsandtheinabilityofonlin

5、eretailerstoattractrepeatcustomers.2Theconversionratio,theproportionofwebsitevisitorswhobuybasedonthetotalnumberwhovisitawebsite,isreportedtorangefrom2%to3%.3Inordertoincreasetheconversionratio,e-tailershavetoofferasuperioronlineshoppingexperiencetoalternativenon-storeshoppingformats

6、,suchasshoppingbytelephone,mailorder,catalogueandcatalogueshowrooms,anddirectsales.4Thespecificbenefitofeffectivewebsitedesigninpromotingonlineshoppingisconfirmedbystudiesthathaveexploredtheroleoftheinformationformatininfluencingconsumers’onlineshoppingbehavior.Bymatchingtheinformati

7、onformatofawebinterfacewithconsumers’onlineshoppingtasks,“thetimethatconsumersspendsearchingfordesiredproductscanbeshortenedwhiletheir9recallofproductinformationontheWebcanbeimproved.”5Besidespayingattentiontothedesignofwebsites,e-tailershaveattemptedtofigureouttheattributes/benefits

8、andbarriers/