网上购物消费者动机【外文翻译】.docVIP

毕业论文（设计） 外文翻译 外文原文 Consumer Motivations for Online Shopping Abstract Consumers shop online for goal-oriented, instrumental reasons, and for experiential reasons. However, goal-oriented motives are more common among online shoppers than are experiential motives. Based on our exploratory research of online shopping using 5 offline and 4 online focus groups conducted in conjunction with Harris Interactive, we identify and discuss attributes that facilitate goal-oriented online shopping, including accessibility/convenience, selection, information availability and lack of unwanted sociality from retail sales help or shopping partners such as spouses. The goal-oriented characteristics of online shopping collectively result in an experience that is involving for buyers, but which results in low commitment to purchasing. Buyers shop when and where they want, and are comfortable abandoning a site and products placed in a shopping cart either on a whim or to further consider their purchase; consumers often use the words freedom and control in explaining the value of online shopping .While consumers are more likely to describe offline rather than online shopping in experiential terms, we find evidence of experiential motivations for online shopping emerging. We offer managerial implications for cultivating goal-oriented and experiential online buyers. Introduction The number of consumers buying online, and the amount being spent by online buyers has been on the rise ;Forrester Research has estimated Internet sales in 1999 to be more than double that of 1998, $20billion (see estimates at ). Despite the hype and the growth, consumer e-commerce sales currently account for less than 1% of retail sales, and experts and scholars have argued over the possible upper limit to the percentage of consumer online spending .Ultimately, the degree to which online and offline shopping fulfill various consumer needs -- both goal-oriented and experiential -- is likely to impact the amount of sh