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1、毕业论文（设计）外文翻译外文原文ConsumerMotivationsforOnlineShoppingAbstractConsumersshoponlineforgoal-oriented,instrumentalreasons,andforexperientialreasons.However,goal-orientedmotivesaremorecommonamongonlineshoppersthanareexperientialmotives.Basedonourexploratoryresearchofonlineshoppin
2、gusing5offlineand4onlinefocusgroupsconductedinconjunctionwithHarrisInteractive,weidentifyanddiscussattributesthatfacilitategoal-orientedonlineshopping,includingaccessibility/convenience,selection,informationavailabilityandlackofunwantedsocialityfromretailsaleshelporshoppin
3、gpartnerssuchasspouses.Thegoal-orientedcharacteristicsofonlineshoppingcollectivelyresultinanexperiencethatisinvolvingforbuyers,butwhichresultsinlowcommitmenttopurchasing.Buyersshopwhenandwheretheywant,andarecomfortableabandoningasiteandproductsplacedinashoppingcarteitheron
4、awhimortofurtherconsidertheirpurchase;consumersoftenusethewords"freedom"and"control"inexplainingthevalueofonlineshopping.Whileconsumersaremorelikelytodescribeofflineratherthanonlineshoppinginexperientialterms,wefindevidenceofexperientialmotivationsforonlineshoppingemerging
5、.Weoffermanagerialimplicationsforcultivatinggoal-orientedandexperientialonlinebuyers.IntroductionThenumberofconsumersbuyingonline,andtheamountbeingspentbyonlinebuyershasbeenontherise;ForresterResearchhasestimatedInternetsalesin1999tobemorethandoublethatof1998,$20billion(se
6、eestimatesatwww.forrester.com).Despitethehypeandthegrowth,consumere-commercesalescurrentlyaccountforlessthan1%ofretailsales,andexpertsandscholarshavearguedoverthepossibleupperlimittothepercentageofconsumeronlinespending.Ultimately,thedegreetowhichonlineandofflineshoppingfu
7、lfillvariousconsumerneeds--bothgoal-orientedandexperiential--islikelytoimpacttheamountofshoppingdollarsthatconsumerswillchoosetospendineachenvironment.Inarguably,onlineandofflineenvironmentspresentdifferentshoppingexperiencesevenwhenthesameproductscanbepurchased.Consumerss
8、hopwithutilitarian,goaldrivenmotivesaswellasforexperientialmotives,suchasfunandentertainm
