英美消费者网络购物的不同态度外文翻译.docVIP

外文翻译 原文 Attitudes Toward Buying Online as Predictors of Shopping Online for British and American Respondents MateriaSource: CYBERPSYCHOLOGYBEHAVIOR Author: BIJOU YANG,DAVID LESTER, and SIMON JAMES ABSTRACT This study compared the attitudes toward online shopping of British and American individuals.Using a sample of 327 British and American university students, the British respondents were found to have less favorable attitudes toward online shopping. Attitudes toward online shopping were found to be significant predictors of making online purchases. The implications of these results were discussed and suggestions made for future research INTRODUCTION MOMENTUM IN RETAIL e-commerce sales continues to grow, according to statistics released by the U.S. Census Bureau. Preliminary first quarter 2005 retail e-commerce data indicated a total of $19.8 billion in sales, an increase of 23.8% from the first quarter 2004. Meanwhile, total U.S. first quarter 2005 retail sales were estimated at $916.9 billion, an increase of only 7.3% from the same period in 2004.1 However, online retailing still accounts for only slightly more than 2% of the total retail sales in the United States.The lack of success in online retailing at present is attributed to the low-order conversion ratio of website visitors and the inability of online retailers to attract repeat customers.2 The conversion ratio, the proportion of website visitors who buy based on the total number who visit a website, is reported to range from 2% to 3%.3 In order to increase the conversion ratio, e-tailers have to offer a superior online shopping experience to alternative non-store shopping formats, such as shopping by telephone, mail order, catalogue and catalogue showrooms, and direct sales.4 The specific benefit of effective website design in promoting online shopping is confirmed by studies that have explored the role of the information format in influencing consumers’ online shopping behavior.By matching the informatio