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1、毕业论文（设计）外文翻译外文原文SHOPPINGONLINEFORFREEDOM,CONTROLANDFUNThenumberofconsumersbuyingonline,andtheamountbeingspentbyonlinebuyershasbeenontherise;ForresterResearchhasestimatedInternetsalesin1999tobemorethandoublethatof1998,$20billion.Incomparison,overallretailsalesintheU.S.totaled$13t
2、rillionin1999.Thus,e-commercesalescurrentlyaccountforonlyabout1%ofretailsales,andexpertsandscholarshavearguedoverthepossibleupperlimittothepercentageofconsumeronlinespending.Willtheupperlimitofonlinespendingexceedthatofotherdirectmarketingat15%?Orwillitbeasmuchasonethirdofpurcha
3、sesinmanyretailproductcategoriesby2010asrecentlysuggestedbyForresterResearch?Ultimately,thedegreetowhichonlineshoppingfulfillsgoal-orientedand/orexperientialconsumerneedswillimpacttheamountofshoppingdollarsthatconsumerswillchoosetospendingeachenvironment.Whilemanywritersaretouti
4、ngtheuniquecapabilitiesoftheonlinemediumtoprovideinteractivityandpersonalizedexperiences,forinstance,fewhavefocusedsystematicallyonwhatonlineshoppersreallydesire,andwhytheyareshoppingonlineinthefirstplace.Clearlyunderstandingwhatmotivatesconsumerstoshoponlinecanandshouldinformst
5、rategy,technologyandmarketingdecisionsaswellaswebsitedesign.So,whatmotivatesonlineshopping?Intheofflineenvironment,marketersrecognizethatconsumersshopdifferentlydependingonwhethertheirmotivationsforsearchingareprimarilyexperiential(forfun)orgoaldirected(forefficiency).Ourresearc
6、hofonlinecustomerssuggeststhatthesetwomotivationsgeneralizetotheonlineenvironmentaswell.Experientialbehaviorisespeciallylikelyincategorieswhereshoppershaveanongoing,hobby-typeinterest.Collectorsandhobbyistsenjoythe“thrillofthehunt”asmuchastheacquisitionofitemsforthecollection.As
7、well,havingtimeavailableanddesiringstimulationresultsinmoreexperientialshoppingbehavior.Scholarshavealsodiscoveredthatthehigherplayfulnessassociatedwithexperientialbehaviorresultsinamorepositivemood,greatershoppingsatisfactionandahigherlikelihoodofimpulsepurchasingcomparedtogoal
8、-focusedshopping.Goal-orientedorutilitarianshop
