网络营销参与与消费者行为外文翻译

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1、网络营销参与与消费者行为外文翻译本科毕业论文设计外文翻译原文InternetMarketingInvolvementandConsumerBehaviorIntroductionOneofthemoststunningaspectsofthepastfewyearshasbeenthespeedatwhichtheInternetmarkethasexpandedandmaturedThisrapidrateofInternetadoptionhasresultedinanextraordinarypaceofchangeinthemarketinglands

2、cape-andopenedupavarietyofopportunitiesformarketersAllacrossTaiwanandaroundtheworldshoppingcentersareclosingtheirdoorsasconsumersturntotheInternetforalloftheirshoppingneedsTheInternetastheprimaryon-linemarketingchannelisnowovertakingthecommercialon-lineservicesInfactalloftheon-lines

3、ervicefirmsnowofferInternetaccessasaprimaryserviceUserscansende-mailsexchangeviewsshopforproductsandaccessnewsfoodrecipesartandbusinessinformationAstheInternetestablishesitspositionasamainstreammarketingchannelconsumercriticismregardingInternetmarketingstrategieshaveincreasedaswellC

4、riticsworryaboutinformationprivacyincludingissuesrelatedtotheacquisitionanddisseminationofconsumerdataThusthoughoverhalfofallAmericanadultsusetheInternetapproximatelyonlyhalfofthecurrentInternetusershavepurchasedproductsorservicesonlineThisposesaseriousobstacleforInternetmarketersas

5、75ofAmericanadultsdonotspendmoneyinwebstoresThepercentageofonlinemoney-spendersisgenerallylessincountriesoutsidetheUnitedStatesAkeyfactorthatdecidesthesuccessofInternetmarketingisuserinvolvementThelevelofconsumerinvolvementinaproductcategoryorserviceisamajordeterminantofonlinepurcha

6、seorusagebehaviorDifferentinvolvementclustersproducedifferentresponsesThusthedegreeofuserinvolvementinanInternetmarketingeffortwilldetermineconsumerbehaviorTheresponsedimensionisafunctionofthetypeofinvolvementgeneratedandthesituationsconfrontedTheresponsedimensioncharacterizeshowaco

7、nsumerwillbehaveunderdifferentinvolvementconditionsTherearethreeresponsefactors1search2informationprocessingand3decisionpersuasionHoweveravarietyofvariablesarethoughttoprecedeandinfluencetheuserinvolvementTheseso-calledantecedentsinteractwitheachothertodeterminethedegreeofinvolvemen

8、taconsumerwillexper