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1、外文翻译原文ConsumerMotivationsforOnlineShoppingMaterialSource:www.kettering.eduAuthor:MaryWolfinbarger,MaryGillyAbstractConsumersshoponlineforgoal-oriented,instrumentalreasons,andforexperientialreasons.However,goal-orientedmotivesaremorecommonamongonlineshoppersthanareexperientialmotives.B
2、asedonourexploratoryresearchofonlineshoppingusing5offlineand4onlinefocusgroupsconductedinconjunctionwithHarrisInteractive,weidentifyanddiscussattributesthatfacilitategoal-orientedonlineshopping,includingaccessibility/convenience,selection,informationavailabilityandlackofunwantedsocial
3、ityfromretailsaleshelporshoppingpartnerssuchasspouses.Thegoal-orientedcharacteristicsofonlineshoppingcollectivelyresultinanexperiencethatisinvolvingforbuyers,butwhichresultsinlowcommitmenttopurchasing.Buyersshopwhenandwheretheywant,andarecomfortableabandoningasiteandproductsplacedinas
4、hoppingcarteitheronawhimortofurtherconsidertheirpurchase;consumersoftenusethewords"freedom"and"control"inexplainingthevalueofonlineshopping.Whileconsumersaremorelikelytodescribeofflineratherthanonlineshoppinginexperientialterms,wefindevidenceofexperientialmotivationsforonlineshoppinge
5、merging.Weoffermanagerialimplicationsforcultivatinggoal-orientedandexperientialonlinebuyers.IntroductionThenumberofconsumersbuyingonline,andtheamountbeingspentbyonlinebuyershasbeenontherise;ForresterResearchhasestimatedInternetsalesin1999tobemorethandoublethatof1998,$20billion(seeesti
6、matesatwww.forrester.com).Despitethehypeandthegrowth,consumere-commercesalescurrentlyaccountforlessthan1%ofretailsales,andexpertsandscholarshavearguedoverthepossibleupperlimittothepercentageofconsumeronlinespending.11Ultimately,thedegreetowhichonlineandofflineshoppingfulfillvariouscon
7、sumerneeds--bothgoal-orientedandexperiential--islikelytoimpacttheamountofshoppingdollarsthatconsumerswillchoosetospendineachenvironment.Inarguably,onlineandofflineenvironmentspresentdifferentshoppingexperiencesevenwhenthesameproductscanbepurchased.Consumersshopwithutilitarian,goaldriv
8、enmot
