网络购物行为分析中英文对照外文翻译文献.docx
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网络购物行为分析中英文对照外文翻译文献.docx
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网络购物行为分析中英文对照外文翻译文献
网络购物行为分析中英文对照外文翻译文献
(文档含英文原文和中文翻译)
Thenetworkshoppingbehavioranalysis
Abstract
ThethesisanalyzesthecurrentsituationofonlineshoppinginChina.Itoffersafurtheranalysistoitsadvantages,anddisadvantages,givessolutionstotheproblems,givesadeepanalysisofthebenefitsitbringstobothproducerandconsumerandmakepeoplebemoreconfidentwiththepromisingprospectofonlineshoppinginchina.Itsystematicallyillustratestheexitingproblemsofonlineshoppinginchinafromadifferentviewattachedwithexactlyfiguresandvividexamples.Atthesametime,itgivesrelevantresolutionstotheexistingproblems.Itincludespersonalinformationsafety,onlinepayment,logistics,andaseriesofrelevantlawproblems.ThethesischoosestheauthenticEnglishmaterialswhichgavemeavaluableguideandinstruction;meanwhile,ithasalsobeenattachedwithspecificfiguressothatpeoplecanunderstandthemeasily.
Keywords:
Onlineshoppingmarketingresearchlogisticsserviceonlinepaymentdistribution
1.Introduction
WiththerapiddevelopmentofInternet,onlineshoppinghasgraduallyenteredthelivesofordinarypeople.AndwiththerapiddevelopmentofInternetinChina,moreandmoreChinesebegintofavoronlineshoppingforitsconvenience,quickdeliveryandbenefit.AccordingtothelateststatisticsreleasedbyChinaInternetNetworkInformationCentre(CNNIC),thenumberofnetizeninChinahashit87million,and7.3percentsaidtheyhadtheexperienceofonlineshopping.Meanwhile,thestatisticsalsoshowedthat58percentofnetizeninChinawouldtrytheonlineshoppingnextyear.
Onlineshopping,inanarrowsense,canbeunderstoodasgettingonlineinformationandinkingonlinedeals.Inabroadsense,however,onceonesectionofshoppingisfinishedonline,itcanberegardedasonlineshopping.Inthatway,traditionalorburgeoningonlineenterprisesmayseekacombination,minglingtwomodes'advantages.
ThepercentageofonlineshoppinginChinaisgrowingyearonyear.Accordingtotheexperts'prediction,thetotalvolumeofChina'sonlineshoppingisexpectedtoreach28billionYuaninyearstocome.
2.Advantagesoftheonlineshopping
2.1Benefitstoconsumers
2.1.1Savingtimeandconvenience
Onlineshoppingisbecomingpopularity,notonlybecausethegreatconvenience,butalsoyoucanfindashopwithsomanygoodsthatyoumayfavor.Anditalsosavesyouragreatsomeoftime!
Youcanjusttyping-inthekeywordofwhatyouwanttofind,thetargetwillappearonthescreenquickly.
Theonlineshoppingindustryhasgrownalotintherecentyear,andmillionsofpeopleprefertobuyfromthelargevarietyfromtheonlinestoresthantowastetimeatthelonglinesfromsupermarkets.Furthermore,theonlineshoppingindustrykeepsgrowing,andmoreandmoreproductsaremadeavailableonline.YoucannowfindeverythingfromCDtofruitsandbooks,andyoucanpurchasetheitemsyouwantjustwithafewclicks.
Afteryou'vedonesomeonlineshoppingyou'llseehoweasyitisandyou'llquicklygetusedtoit.Soonyouwillknowwhatthebestshoppingwebsitesareandyouwillbeabletobuythethingsyouneedveryeasyandfast,savingalotoftimeandtrouble.Onlineshoppingisthemostpractical,economicalandfunmethodofshopping,thatisperfectforeveryone.
"Onlinepaymentprovidesamoreconvenientwayforconsumerswhodon'tcarrycash."
BeijingresidentDingXin(丁欣)inherlate20sboughtabottleofperfumeonlinelastmonth.
"Ioftenbrowsethewebsitesofonlineshopsbecausethegoodshavemoreattractiveprices,"shesaid.
Withthefastdevelopmentofthesociety,therhythmoflifeisacceleratedprogressively,thetrafficjamchangescrowdgradually,peopleareunwillingtospendmuchtimetogoshopping,andnetworkmarketingisacceptedbyconsumersforit’sconvenientcharacteristicConsumerscanselectthegoodsathomewithoutgoingout,withthehelpofstrongdatabase,theshoppingcourseissimplifiedtoanactionof"click",consumerscanfinishdoingshoppingatanytime,withtheappointmentofaplacetodelivergoods.
About41.8percentofallonlineshoppingpaymentsarehandledovertheInternet,thesurveyshows.And43.2percentofonlineshoppingpaymentsarehandledviamoneyremittancepersonneland34.7percentarecompletedinperson,thesurveyshows.
2.1.2Customizationandpersonalization
Onlineshoppingcanprovidemasscustomizationandpersonalizationwithmoderatecost.Pointcast,forexample,deliverscustomizednewsandfinancialdatatoeverysinglecustomerbasedonhisorherspecificneeds.Adisplaysspecificrecommendationsbasedonthecustomer’spreviouspurchases.Thesekindsofservicesareveryexpensiveintraditionalmarketing.Thewebprovidingonlineshoppingcanmovefromprovidinggeneralproductsorservicescustomizedtoacustomer’sneeds,tastes,andpreferences.
2.1.3Accesstomoreinformation
Oneimportantconsumerbenefitassociatedwithmarketingonthewebistheaccesstogreateramountsofdynamicinformationtosupportqueriesforconsumerdecision-making.Furthermore,theinteractivenatureofthewebandthehypertextenvironmentallowdeep,non-linersearchesinitiatedandcontrolledbycustomers.Hencemarketingcommunicationonthewebismoreconsumer-driventhanthoseprovidedbytraditionalmedia.Inaddition,recreationalusesofthemediummanifestedintheformofnon-directedsearchbehavioraresuchanimportantbenefittoconsumersthattheyareintrinsicallymotivatedtousethemedium.
2.1.4Easiermarketresearchandcomparison
Theabilityofthewebtoaccess,analyzeandcontrollargequantitiesofspecializeddatacanenablecomparisonshoppingandspreadtheprocessoffindinglinewhichmaystimulatepurchase.Thereisalsothepotentialofwideravailabilityofhard-to-findproductsandwiderselectionofitemsduetothewidthandefficiencyofthechannel.
2.2Benefitstothefirms
2.2.1Lowercostsandprices
Increasedcompetitioninprocurementasmoresuppliersareabletocompeteinanelectronicallyopenmarketplacecausesagreatercompetition,whichnaturallylowerspricesandcosts.Thisincreaseincompetitionleadstobetterqualityandvarietyofgoodsthroughexpandedmarketsandtheabilitytoproducecustomizedgoods.Oneofthereasonstolowercostisthattheyhaven’ttraditionalwarehousesandretailshopsintheretailingbusinessofthegreatmajorityinthecommercialcityonline.Generallyspeaking,thenetworkdoesnothaveatraditionalretailchanneltosell.ForexamplelikeA,theonlineretailingbookshopwithnostockofbooks,placesanorderwithbooksellerandsendstoconsumersdirectlywhichaimstorealizereal"zerostock"tolowercost.
2.2.2Betterdistribution
Firmbenefitsarisepartlyfromtheuseofthewebasadistributionchannel.First,thewebpotentiallyofferscertainclassesofprovidersandopportunityofparticipatinginamarketinwhichdistributioncostsorcost-of-salesshrinktozero.Thisismostlikelyforproductcategories.Forexample,digitalproductscanbedeliveredimmediatelyandhencesuchbusinessesmayencountermassivedisintermediationoreventheeventuallyeliminationofmiddleman.Moreoverbuyersandsellerscanaccessandcontacteachotherdirectly,potentiallyeliminatingsomeofthemarketingcostandconstraintsimposedbysuchinteractionsintheterrestrialworld.Thismayalsohavetheeffectofshrinkingthechannelandmakingdistributionmuchmoreefficient(mainlyduetoreducedoverheadcoststhroughsuchoutcomesasuniformity,automationandlarge-scaleintegrationofmanagementprocesses).Timetocompletebusinesstransactionmaybereducedaswell,translatingintoadditionalefficienciesforthefirm.However,suchpotentialefficienciesmustbetemperedwithmarketrealities.
2.2.3Marketingcommunication
Websitesareavailableondemandtoconsumers24hoursaday.Theinteractivenatureofthemediumcanbeusedbymarketerstoholdtheattentionoftheconsumerbyengagingtheconsumerinanasynchronous“dialogue”thatoccursatbothparties’convenience.Thiscapabilityofthemediumoffersunprecedentedopportunitiestotailorcommunicationspreciselytoindividualcustomers,allowingindividualconsumerstorequestasmuchinformationasdesired.
Further,itallowsthemarketertoobtainrelevantinformationfromcustomersforthepurposeofservingthemmoreeffectivelyinthefuture.ThesimplestimplementationsinvolveengagingcustomersthroughtheuseoftheE-mailbuttonslocatedstrategicallyonthesite.Moresophisticatedimplementationsmayinvolvefill-outformsandotherincentivesdesignedtoengagecustomersinongoingrelationshipswiththefirm.Theobjectiveofsuchcontinuousrelationshipbuildingisdual-pronged:
togiveconsumersinformationaboutthefirmanditsoffersandtoreceiveinformationfromconsumersabouttheirneedswithrespecttosuchofferings.
3.Limitationsofonlineshopping
Despitetheprospectsisoptimistic,ashortageintypesofonlinepayment,lagginglogisticsandlackofrelevantlawsarejustsomeoftheproblemswhichcontinuetohinderthedevelopmentofonlineshopping.
3.1Onlinepayment
Onlinepaymentplaysakeyroleine-commerce,andasafe,convenient,andefficientonlinepaymentsystemisessential.However,safetyauthentication,oneofthemainfactorsofonlinepaymentsystem,isinadequateinChina.
Onlineshoppingisinformationtechnology---basedbusiness,whichmakesthetradebetweenconsumersandfirmsonlinethroughtheinternet.Thetwosidesfromtimeandspacelimitation,thusnotonlygreatlyexpanditsnetworkofconsumersandfirmsonline
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