网络购物的消费动机外文翻译.docx
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网络购物的消费动机外文翻译.docx
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网络购物的消费动机外文翻译
外文翻译
原文
ConsumerMotivationsforOnlineShopping
MaterialSource:
www.kettering.eduAuthor:
MaryWolfinbarger,MaryGilly
Abstract
Consumersshoponlineforgoal-oriented,instrumentalreasons,andforexperientialreasons.However,goal-orientedmotivesaremorecommonamongonlineshoppersthanareexperientialmotives.Basedonourexploratoryresearchofonlineshoppingusing5offlineand4onlinefocusgroupsconductedinconjunctionwithHarrisInteractive,weidentifyanddiscussattributesthatfacilitategoal-orientedonlineshopping,includingaccessibility/convenience,selection,informationavailabilityandlackofunwantedsocialityfromretailsaleshelporshoppingpartnerssuchasspouses.Thegoal-orientedcharacteristicsofonlineshoppingcollectivelyresultinanexperiencethatisinvolvingforbuyers,butwhichresultsinlowcommitmenttopurchasing.Buyersshopwhenandwheretheywant,andarecomfortableabandoningasiteandproductsplacedinashoppingcarteitheronawhimortofurtherconsidertheirpurchase;consumersoftenusethewords"freedom"and"control"inexplainingthevalueofonlineshopping.Whileconsumersaremorelikelytodescribeofflineratherthanonlineshoppinginexperientialterms,wefindevidenceofexperientialmotivationsforonlineshoppingemerging.Weoffermanagerialimplicationsforcultivatinggoal-orientedandexperientialonlinebuyers.
Introduction
Thenumberofconsumersbuyingonline,andtheamountbeingspentbyonlinebuyershasbeenontherise;ForresterResearchhasestimatedInternetsalesin1999tobemorethandoublethatof1998,$20billion(seeestimatesat).Despitethehypeandthegrowth,consumere-commercesalescurrentlyaccountforlessthan1%ofretailsales,andexpertsandscholarshavearguedoverthepossibleupperlimittothepercentageofconsumeronlinespending.
Ultimately,thedegreetowhichonlineandofflineshoppingfulfillvariousconsumerneeds--bothgoal-orientedandexperiential--islikelytoimpacttheamountofshoppingdollarsthatconsumerswillchoosetospendineachenvironment.Inarguably,onlineandofflineenvironmentspresentdifferentshoppingexperiencesevenwhenthesameproductscanbepurchased.Consumersshopwithutilitarian,goaldrivenmotivesaswellasforexperientialmotives,suchasfunandentertainment;insum,theyshoptoacquireproductsortheyshoptoshop(Babin,DardenandGriffen1994;BlochandRichens1983;Hirschman1984;HirschmanandHolbrook1982;HoffmanandNovak1996;SchlosserandKanfer1999).
Basedonourresearch,wesuggestthatonlineandofflineshoppingexperiencesareperceivedandevaluatedbyshopperswithrespecttotheirabilitytodeliversatisfactionontwodimensions:
(1)goalfulfillmentand
(2)experience-relatedoutcomes.Ourresearchsuggeststhatgoal-directedmotivationsaremorelikelytobesatisfiedonlinewhileexperientialshoppingmotivesaremorelikelytobeassociatedwithofflineshopping.Nevertheless,thereareonlinebuyerswhoreportedtousthattheyshopforfun;typicallytheyshopauctionsites,engageinongoinghobbytypeinterests(seeBloch,SherrellandRidgeway1986foradiscussionofofflinehobbybehavior)orenjoythethrilloflookingforbargains.
ResearchMethod
Thisresearchrepresentsthefirstphaseofaresearchplanintendedultimatelytoidentifyandmeasuretheconsumerexperiencesandwebsiteattributesthatareassociatedwithqualityandsatisfaction.Inthisfirstphase,wedesiredtounderstandmotivations,attitudesandbehaviorofconsumersfromaphenomenologicalpointofview(asexperiencedandexplainedbyconsumers).FiveofflineandfouronlinefocusgroupsofonlinebuyerswererecruitedbyHarrisInteractivewhomaintainsapanelofabout5milliononlineconsumers.Webelievetheimportanceofvariousattributesassociatedwithqualitywillvarysomewhatdependingonthemotivationforonlineshopping(HoffmanandNovak1996;Hoffman,NovakandSchlosser2000;SchlosserandKanfer1999);theresearchreportedherefocusesonthesemotivationsandtheattributesthatsupportthesemotivationsaccordingtoonlineconsumers.
Bothresearchersattendedor"lurked"(loggedinwithoutbeingvisibletoparticipants)inallfocusgroups.Theresearchersmoderatedthefiveofflinegroups,whichwerebothaudioandvideotaped.Inthefouronlinegroups,aprofessionalmoderatorranthegroups,whilebothresearchers"lurked."Theonlinegroupsareheldinrealtimeina"chatroom"format;ouryoungestinformantwas19andouroldestwas81.Focusgroupparticipantswerechosento
(1)maximizethevarietyofagegroupsoverage18,
(2)includebothmenandwomen,(3)solicitparticipantswhocollectivelyhadengagedinpurchasesinthetopcategories--books,CDs,computersandsoftware,travel,andonlineauctions.Aswell,duringtheirfocusgroups,informantsreportedpurchasesinavarietyofotherpurchasecategoriesincludingonlinestocktrading,cars,ammunition,toys,clothing,groceries,andbuyingjewelryfromthehomeshoppingnetwork;oneparticipantevenboughthishouseonline!
TheofflinegroupswerebasedinSouthernCalifornia,buttheonlinegroupsincludedparticipantsfromacrosstheUnitedStates(includedruralareas)andatleastoneCanadian.
Onlinequalitativeresearchmethodologiesevokedialoguesthatarehonest,direct,andsomewhatlessconstrainedbysocialconventionspresentintraditionalfocusgroups(Montoya-Weiss,MasseyandClapper1998).OnlinequalitativeresearchisuniquelysuitedforengagingInternetsavvyrespondents.Itisespeciallyappealingtothoseforwhomtimeisatapremium.Italsoreachesaudiencesnotgenerallyreachedbytraditionalface-to-facefocusgroups,includingthoseinoutlyingareasandrespondentswhoarehomebound.Theoreticalcategoriesbothexistedaprioriandemergedduringcodingandanalysisoftranscripts.Welookedforexceptionstoourtentativefindings(ArnouldandWallendorf1994;GlaserandStrauss1967;MilesandHuberman1984;Spiggle1994).Ourprimarytheoreticalcategoriesforthisanalysisinvolvereportedgoaldirectedsearchvs.experientialbrowsing/buyingbehavior,aswellastheattributesandoutcomesthatareassociatedwiththosebehaviors.Asecondanalysisiscurrentlyunderwaywhichidentifiesalltheattributesonlineconsumersassociatewithsatisfactionandoveralltransactionquality.
GOALDIRECTEDSEARCHVS.EXPERIENTIALBROWSING
Ourresearchsuggeststhataccessibility,convenience,selection,informationavailability,controlofsociality,lowcommitmenttotheexperienceandmoregenerally,asenseoffreedomandcontrolallmarkgoal-directedbuying(seeTable).Moreover,theseattributesthatareassociatedwithgoal-directedsearcharemorelikelytobeassociatedwithonlineascomparedtoofflineshopping(seeSolomon1999concerninggoal-directedsearch).
Whileofflineshoppingismorelikelytobeassociatedwithexperientialbenefits,someonlinebuyersneverthelessdescribeonlineshoppingasbeingenjoyable,fun,andevensociable.Collectors,hobbyistsandeBayshopperssometimesformedrelationshipswiththosewhosharedtheirinterestsonline.Inadditiontosocialilty,onlinebuyerstoldustheyengageinexperientialbrowsingforthreereasons:
(1)auctionactivities
(2)ongoinghobby-typesearch(similartoofflinebehaviordescribedbyBloch,SherrellandRidgeway1986)and(3)bargainhunting.Whatdoauctionsofferconsumers?
Positivesurprise(Babin,DardenandGriffen1994)isamajorbenefitofauctionsites.Hobbyistshoppersfrequentlyandregularlychecksitesofinterest.Anotheractivitythatresultsinexperientialonlineislookingforgreatdeals.Consistentwithourobservationsthatdiscountshoppingisassociatedwithexperientialbuyingbehavior,goal-orientedshoppersareactuallylesslikelytouseshoppingagentsthanaretheexperientialshoppersweinterviewed;theexperientialshoppersenjoythefunofsurfingvarioussitesandfindingthebestdeals;aswell,basedonempiricalresearch,Babin,DardenandGriffen(1994)identifybargain-shoppinginofflineretailingasbeingexperiential.
ThePrevalenceofGoal-DirectedBuyingontheInternet
RecentmarketresearchaswellasourfocusgroupsindicatethatamajorityofInternetbuyersaregoal-orientedratherthanthebeingexperiential.Forinstance,JupiterCommunications(Solomon1999)reportsthat77%ofshoppersgoonlinewithaspecificpurchaseinmind.Currently,weeklydataprovidedpubliclyonNielsen-NetRatingswebsiteregularlyshowthatthe"stickiness"orinotherwords,timespentatane-commerceWebsiteduringavisit,islimited;thelengthofvisitsatthetope-commercesites(withthesignificantexceptionofthemore"experiential"sitee-Bay)islargely10minutesorso,suggestingthatconsumeronlinebuyingbehaviortendstolargelybefocusedandgoal-oriented.
Goal-orientedorutilitarianshoppinghasbeendescribedbyvariousmarketingscholarsastask-oriented,efficient,rational,anddeliberate(cf.Babin,DardenandGriffen1994;BatraandAhtola1991;HoffmanandNovak1996;Sherry1990).Theonlinemediumfacilitatesthistask-orientationassearchcostsaredramaticallyreduced(Klein1998).Moreover,manyuserscurrentlyprefertoundertakeefficientlinearsearchesontheInternetusingthefewestnumberofclickstogettotheinformationtheywant(HoqueandLohse1999).Consistentwiththisgoal-orientationperspective,consumersmorelikelytobuyontheInternetarelikelytobetime-starved(Bellman,LohseandJohnson1999).Infact,onlinebuyersoftentoldusthattheydidnotnecessarilythinkofbuyingonthenetas"shopping."Rather,theythinkofitas“buying.”Aswell,onlinebu
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