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1、外文翻译原文InvestigatingtheEffectsofProductTypeonOnlineDecision-MakingStylesMaterialSource:SpringerLinkAuthor:UlrikeGretzelDecision-makingstyleshavereceivedattentionfromconsumerbehaviorresearchersasafactorthatinfluencesconsumerpurchasingbehavior.Thisstudyexploredwhetheronlined
2、ecision-makingstylesvaryfordifferentproducts,specificallytangible,standardizedproducts(consumerelectronics)andintangible,non-standardizedproducts(accommodations).Thefindingsshowedastatisticallysignificanteffectforproducttypeonperfectionismconsciousness,brandconsciousness,
3、noveltyandvarietyconsciousness,aswellasconfusionbyover-choice.Thestudyconcludesthatonlineshoppingfortravelaccommodationinvolvesspecificdecision-makingstyleswhichneedtoberecognizedbymarketersandsystemdesigners.1IntroductionWhatdeterminesconsumers'onlineshoppingbehaviorinth
4、econtextoftravelproductsisanimportantquestionformarketersanddevelopersofsystemstosupporttourism-relatede-Commerce.Severalresearchershaveidentifieddeterminantsofonlineshoppingbehavior,includingproductrecommendationsanddemographics(Pachauri,2002;Swaminathan,2003,McKinney,20
5、04).Someoftheresearchongeneralconsumerdecision-makinghasnotedthatdecision-makingstylescanbeusefulforunderstandingconsumers'mentalorientationandtheirdecisionmakingprocesswhenshopping(Sproles&Kendall,1986;Sproles,&Sproles,1990;Bakewell&Mitchell,2003;Mitchell&Walsh,2004;Tai,
6、2005).Decision-makingstylesaredefinedas"amentalorientationcharacterizingaconsumer'sapproachtomakingchoices"(Sproles&Kendall,1986,p.268).Accordingtotheauthors,theyrepresentanenduringorientationtowardsshoppingandpurchase(Sproles&Kendall,1986).Onecanassumethatsuchshoppingsty
7、lesarealsoimportanttoexplainonlineconsumerbehavior.However,despitetherapidgrowthofonlineshopping,verylittleattentionhasbeengiventoconsumerdecision-makingstylesinonlineshoppingcontexts.9Whetherandhowconsumersapplycertaindecision-makingstylesmightbecontextdependent.Recently
8、,Baueretal(2006)studiedtherelationshipbetweenconsumerdecision-makingstylesandproducttypeandconcl
