网上购物的自由，控制和乐趣【外文翻译】

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1、外文翻译原文ShoppingOnlineforFreedom,Control,andFunMaterialSource:CaliforniaManagementReviewAuthor:MaryWolfinbargerMaryC.GillyInformationisanimportantresourceforconsumersusinge-tailinginagoal-directedfashion;thewidespreadavailabilityofinformationisoneofthereasonsth

2、atmanybuyersviewsearchandpurchaseontheInternetasautilitarianactivity.Ontheweb,searchcostsaredramaticallyreduced.Improvementsincludethereductionofirrelevantinformation,improvedinformationorganizationandbetterinformationprocessingaids.However,themostimportantof

3、theinformationbenefitstoconsumersinourfocusgroupsissimplytheavailabilityofinformationthatprevioustotheInternetwaseithereffortfulorimpossibletofind.TheInternetasamediumfacilitatesresearchingproductspecificationsandpricesquitewell;inthissense,themediumisthemess

4、age.Inadditiontoproductinformation,pricewasapieceofinformationthatwasoftensoughtbyourfocusgroupparticipants,andpricewasoftencomparedbetweenmultiplewebsites.Consistentwiththeimportanceoffindinginformationeasily,theabilitytolocatedesiredinformationonawebsite—in

5、cludingmanufacturers'websiteswhereproductsarenotnecessarilysold—isveryimportanttomostbuyersandincreasestheirsenseofcontrol.Manyonlinebuyersrevelinthefactthattheycangetinformationdirectlywithouthavingtogothroughasalesperson(whoislargelyperceivedtohavelimitedin

6、formationcomparedtoawebsite);buyingonthewebgivesconsumersmoreperceivedcontrolovertheinteraction.Nevertheless,sometimestheinformationisnoteasytofindonawebsite.Onlinebuyersfrequentlycomplainthatsitestheywouldotherwiseliketopatronizehaveinadequatenavigationandse

7、archenginecapabilities.Focusingontheeasyaccessandorganizationofinformationisthusanimportantbutfrequentlyunder-emphasizedwebsitedesignissue.IBMre-organizedtheirsitebecauseithadbecometoocomplexanddifficulttosearch;salesincreased400%almostimmediately.Also,toimpr

8、ovetheorganizationoftheofficialOlympicswebsite,IBMusedclickstreamanalysistoenablethemtodeterminewhichpagesweremostfrequentlyaccessed;thesepopularpageswerethenmovedclosertothetoplevelofthe