基于JAVA的动漫网站的设计-外文翻译.doc

外文原文 Introduction By whatever measure used, the web is big. The majority of American homes now have computers, 64% of Americans age 12 or older have used the Internet in the past year (CyberAtlas, 2000), and retail sales are projected to reach US$74 billion by 2002 (Forrester Research, 2001). It is, then, no small wonder that most companies feel that they need at least some level of web presence today. The question facing all companies contemplating web initiatives is how to build a successful website. Amazon has raised and spent millions of dollars on building and maintaining their site, and creating the Amazon brand. During its heyday, Amazon’s valuation was attributed, at least in part, to its ability to capture and hold their customers’ attention. As a result, many e-retailers adopted the Amazon web design format when developing their own sites. By contrast, traditional retailers going online provide an alternative to the Amazon model. Their tendency is to transfer what works in the brick-and-mortar world to the Internet. However, even the seasoned retailers (e.g., Disney) are finding it difficult to create the right formula to succeed online (Couzin, 2000). With the increasing number of companies taking advantage of the Internet, it is important to understand what drives utilization of one site over another. A recent study by Forrester Research indicates that high-quality content, ease of use, speed and frequency of updating are the top four factors contributing to repeat visits (Numbers, 1999). Yet, another study of 50 shopping sites run by US andUK retailers indicated a failure to satisfy the customer’s shopping experience on at least some of these dimensions (Kane, 1999). While an understanding of marketing strategies that attract visitors to websites is beginning to emerge (e.g., Schwartz, 1996), how to convert web surfers to repeat visitors through effective web design is a less well-understood phenomenon. Practitioners’ advice on site design and cont