英美消费者网络购物的不同态度外文翻译可编辑.docx
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英美消费者网络购物的不同态度外文翻译可编辑.docx
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英美消费者网络购物的不同态度外文翻译可编辑
英美消费者网络购物的不同态度外文翻译(可编辑)
英美消费者网络购物的不同态度外文翻译
外文翻译
原文
AttitudesTowardBuyingOnlineasPredictorsofShoppingOnlineforBritishandAmericanRespondents
MateriaSource:
CYBERPSYCHOLOGY&BEHAVIOR
Author:
BIJOUYANG,DAVIDLESTER,andSIMONJAMES
ABSTRACT
ThisstudycomparedtheattitudestowardonlineshoppingofBritishandAmericanindividuals.Usingasampleof327BritishandAmericanuniversitystudents,theBritishrespondentswerefoundtohavelessfavorableattitudestowardonlineshopping.Attitudestowardonlineshoppingwerefoundtobesignificantpredictorsofmakingonlinepurchases.Theimplicationsoftheseresultswerediscussedandsuggestionsmadeforfutureresearch
INTRODUCTION
MOMENTUMINRETAILe-commercesalescontinuestogrow,accordingtostatisticsreleasedbytheU.S.CensusBureau.Preliminaryfirstquarter2005retaile-commercedataindicatedatotalof$19.8billioninsales,anincreaseof23.8%fromthefirstquarter2004.Meanwhile,
totalU.S.firstquarter2005retailsaleswereestimatedat$916.9billion,anincreaseofonly7.3%fromthesameperiodin2004.1However,onlineretailingstillaccountsforonlyslightlymorethan2%ofthetotalretailsalesintheUnitedStates.Thelackofsuccessinonlineretailingatpresentisattributedtothelow-orderconversionratioofwebsitevisitorsandtheinabilityofonlineretailerstoattractrepeatcustomers.2Theconversionratio,theproportionofwebsitevisitorswhobuybasedonthetotalnumberwhovisitawebsite,isreported
torangefrom2%to3%.3Inordertoincreasetheconversionratio,e-tailershavetoofferasuperioronlineshoppingexperiencetoalternativenon-storeshoppingformats,suchasshoppingbytelephone,mailorder,catalogueandcatalogueshowrooms,anddirectsales.4Thespecificbenefitofeffectivewebsitedesigninpromotingonlineshoppingisconfirmedbystudiesthathaveexploredtheroleoftheinformationformat
ininfluencingconsumers’onlineshoppingbehavior.Bymatching
theinformationformatofawebinterfacewithconsumers’onlineshoppingtasks,“thetimethatconsumersspendsearchingfordesiredproductscanbeshortenedwhiletheirrecallofproductinformationontheWebcanbeimproved.”5Besidespayingattentiontothedesignofwebsites,
e-tailershaveattemptedtofigureouttheattributes/benefitsandbarriers/risksononlineshopping.Empiricalstudieshaveidentified
clustersoftherelevantattributeswhichdifferbycountry?
forinstance,Pechtl6inGermany,Wu7in
Taiwan,andTeo8inSingapore.Basedonthesestudies,themajorreasonsforbuyingonlineseemtoincludeconvenience,flexibilityofopeninghours,andsavingmoney.Themostcommonreasonfornotbuyingonlineseemstobeapreferenceforwhatin-storepurchasescanoffer.Thepresentstudywasdesignedtofocusontheroleofattitudestowardonlineshopping,bothpositiveandnegativeattitudes,ininfluencingInternetpurchases.Whilepositiveattitudescapturethebenefitsofshoppingonline,thenegativeattitudesreflectthebarriersandrisksassociatedwithshoppingonline.ThestudyalsocomparedtheattitudesthatpeopleintheUnitedKingdomandtheUnitedStateshavetowardonlineshopping.
METHODS
Thesubjectswere185businessstudentsfromanAmericanuniversity62%male,meanage21.8years,standarddeviation2.8and142businessstudentsfromaBritishuniversity54%male,meanage20.2years,standarddeviation1.9.Therespondentsweregivenaquestionnaireandaskedtocompleteitanonymouslyduringclassperiods.Thestudentswereadministeredaquestionnaireanonymouslyinclasscontainingthefollowingscales:
1backgroundinformation,2attitudestoward
onlineshoppingusinga21-itemscaletoassessonafive-point
scale,rangingfrom“alot”to“notmuchatall”theiropinionsabouttheimportanceoftheattributesofonlineshopping9Table1,and3alistof15itemsTable3whichtheywereaskedwhethertheyhadpurchasedthemovertheInternetinthepastyear.Any“onlinepurchase”meansany
purchasefromthese15items.
Statisticalanalysis
AfactoranalysiswasappliedtothecombineddataofAmericanandBritishsubjectsonattitudestowardonlineshoppinginordertoidentifyfactorsthatdescribetheunderlyingattitudestowardonlineshopping.AmericanandBritishonlineshopperswerecomparedontheirlistofpurchasesandontheirdifferencesinattitudes.ThelinearprobabilitymodelLPM10wasappliedtopredictmakinganypurchaseonlineandtopredictbuyingeachof15specificproductsbytheAmericanandBritishsubjectsusingtwospecificationsthefiveorthogonal[independent]factorscoresfromthefactoranalysisofthe21-itemscaleassessingattitudestowardonlineshoppingandthescoresforeachofthe21individualitemsinthescale.
RESULTS
Theresponsestothe21-itemonattitudestowardonlineshoppingidentifiedfiveorthogonalfactorswitheigenvaluesgreaterthanoneTable1.Thefirsttwofactorshadhighloadings0.50fromthepositiveitems,andthelastthreehadhighloadingsfromthenegativeitems.The
comparisonoftheAmericanandBritishrespondentsisshowninTable2.Fivepositiveitemsandeightnegativeitemsaboutonlineshoppingshowedsignificantdifferencesp.05betweenAmericanandBritishrespondents.Americanrespondentsscoredhigherforallofthefivepositive
items,whereasBritishrespondentsscoredhigherforsevenoftheeightnegativeitems.Thesoleexceptionwas“returningdefective
items.”ComparinghowoftentheAmericanandBritishrespondentspurchasedparticularproductsonlinerevealedsignificantdifferencesinsixofthefifteenproductsTable3.TheAmericanrespondentsweremorelikelytohavepurchasedfourofthembooks,computers,clothesandticketsforshowsandconcertswhiletheBritishrespondentsweremorelikelytohavepurchasedtwoofthemcompactdiscsandcarinsurance.ThisdifferenceintheproductspurchasedonlinebytherespondentsfromthetwocountriesseemstoimplythatAmericansfeltcomfortablepurchasingagreatervarietyofgoodsonline,includingbothsearchandexperienceproducts.Incontrast,theBritishrespondentsweremorecomfortablewithpurchasingonlysearchproductsonline.Searchproductsarecharacterizedbyarelativelyhighproportionofsearchattributesthatcanbeevaluatedpriortopurchase.Experienceproductsarethosethatcanbeevaluatedafterpurchase.Theexperienceproductis,therefore,characterizedbyahighproportionofexperienceattributes.11Compactdiscs,carinsurance,tickets,computersandbooksaresearchgoods,whileclothes
areexperiencegoods.Inpredictingwhetherrespondentsmadeanypurchaseonlinewiththefivefactorscoresaspredictors,
theLPMregressionresultsTable4indicatedthatthepredictorsasawholeweremoresuccessfulinexplainingthevariancefortheBritishrespondentsthanfortheAmericanrespondentsasindicatedbyahigherR2forthemascomparedtotheAmericanrespondentsR211%versus4%.Itshouldbenotedthattheregressioncoefficientsreportedarestandardizedbetavalues.Thepredictorsofonlineshoppingdifferedgreatlybythespecificproductpurchased,aswellasbycountryTable4.FortheAmericans,positiveattitudesweresignificantpredictorsforfourproductsbooks,computers,airlineticketsandhotelrooms,whilenegativeattitudesweresignificantpredictorsforfiveproductsbooks,compactdiscs,computers,clothes,andgambling.Bothpositiveandnegativefactorsweresignificantpredictorsofpurchasingbooksandcomputersonline.FortheBritish,positiveattitudesweresignificantpredictorsforsixproductsbooks,compactdiscs,hotelrooms,groceries,show/concertseatsandgambling,whilenegativeattitudesweresignificantpredictorsforfiveproductsbooks,compactdiscs,carinsurance,groceriesandgambling.Bothpositiveandnegativefactorsweresignificantpredictorsforpurchasingbooks,compactdiscs,groceriesandgambling.TheLPMregressionresultsusingthe21itemsoftheattitudescaleareavailablefromtheauthors.Regardlessofthe
specificationusingfiveorthogonalfactorsor21individualfeatures,oneimplicationemergesfromtheresultsforpurchasingindividualproductsonlinethatappliestoboththeAmericanandtheBritishrespondents.Thereseemstobenosimpleruleforwhetherpositiveornegativefeaturesofonlineshoppingarerelevant.IntermsoftheadjustedR2,theregressionusingall21individualfeaturesprovidedabetterpredictionofonlinepurchasingthanthatusingthefiveorthogonalfactors.UsingtheformerresultedinahigheradjustedR2fornineoutofthefifteenproductsfortheAmericansandtenoutoffifteenproductsfortheBritish.Ontheotherhand,bothspecificationsoftheregressionprovideabetterexplanationofonlinepurchasing
fortheBritishthanfortheAmericanrespondentssincebothspecificationsresultedin
higheradjustedR2foratleast10productspurchasedonlinebytheBritishrespondentsDISCUSSION
ConsideringthesimilarityinheritagesharedbyAmericansandtheBritish,itisinterestingtofindthatdifferencesbetweenthetwonationalitiesexistineveryaspectofthecurrentstudyWithregardtoattitudestowardonlineshopping,theAmericans
scoredhigheronthepositiveindividualfeaturesofonlineshoppingandthepositivefactors,whiletheBritishscoredhigheronthenegativefeaturesandthenegativefactors.Thismayreflectthegreater
optimismofAmericans.Intermsoftheironlineshoppingexperience,AmericansseemedtobuyawiderrangeofproductsthantheBritish.WhiletheAmericansboughtbothsomesearchandexperienceproductsonlinemorethandidtheBritish,theBritishbought
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