1、网络购物的消费动机外文翻译外文翻译原文Consumer Motivations for Online ShoppingMaterial Source:www.kettering.edu Author:Mary Wolfinbarger, Mary GillyAbstract Consumers shop online for goal-oriented, instrumental reasons, and for experiential reasons. However, goal-oriented motives are more common among online shoppers
2、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, selec
3、tion, 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
4、 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 descri
5、be 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 be
6、ing 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, $20 billion (see estimates at ). Despite the hype and the growth, consumer e-commerce sales currently account for less than 1% of retail sales, and experts an
7、d 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 shopping dollars that consumers wil
8、l choose to spend in each environment. Inarguably, online and offline environments present different shopping experiences even when the same products can be purchased. Consumers shop with utilitarian, goal driven motives as well as for experiential motives, such as fun and entertainment; in sum, the
9、y shop to acquire products or they shop to shop(Babin, Darden and Griffen 1994; Bloch and Richens1983; Hirschman 1984; Hirschman and Holbrook 1982;Hoffman and Novak 1996; Schlosser and Kanfer 1999). Based on our research, we suggest that online and offline shopping experiences are perceived and eval
10、uated by shoppers with respect to their ability to deliver satisfaction on two dimensions: (1) goal fulfillment and (2) experience-related outcomes. Our research suggests that goal-directed motivations are more likely to be satisfied online while experiential shopping motives are more likely to be a
11、ssociated with offline shopping. Nevertheless, there are online buyers who reported to us that they shop for fun; typically they shop auction sites, engage in ongoing hobby type interests (see Bloch, Sherrell and Ridgeway 1986 for a discussion of offline hobby behavior) or enjoy the thrill of lookin
12、g for bargains.Research Method This research represents the first phase of a research plan intended ultimately to identify and measure the consumer experiences and website attributes that are associated with quality and satisfaction. In this first phase, we desired to understand motivations, attitud
13、es and behavior of consumers from a phenomenological point of view (as experienced and explained by consumers). Five offline and four online focus groups of online buyers were recruited by Harris Interactive who maintains a panel of about 5 million online consumers. We believe the importance of vari
14、ous attributes associated with quality will vary somewhat depending on the motivation for online shopping (Hoffman and Novak 1996; Hoffman, Novak and Schlosser 2000; Schlosser and Kanfer 1999); the research reported here focuses on these motivations and the attributes that support these motivations
15、according to online consumers. Both researchers attended or lurked (logged in without being visible to participants) in all focus groups. The researchers moderated the five offline groups, which were both audio and videotaped. In the four online groups, a professional moderator ran the groups, while
16、 both researchers lurked. The online groups are held in real time in a chat room format; our youngest informant was 19 and our oldest was 81. Focus group participants were chosen to (1) maximize the variety of age groups over age 18, (2) include both men and women, (3) solicit participants who colle
17、ctively had engaged in purchases in the top categories - books, CDs, computers and software, travel, and online auctions. As well, during their focus groups, informants reported purchases in a variety of other purchase categories including online stock trading, cars, ammunition, toys, clothing, groc
18、eries, and buying jewelry from the home shopping network; one participant even bought his house online! The offline groups were based in Southern California, but the online groups included participants from across the United States (included rural areas) and at least one Canadian. Online qualitative
19、 research methodologies evoke dialogues that are honest, direct, and somewhat less constrained by social conventions present in traditional focus groups (Montoya-Weiss, Massey and Clapper 1998). Online qualitative research is uniquely suited for engaging Internet savvy respondents. It is especially
20、appealing to those for whom time is at a premium. It also reaches audiences not generally reached by traditional face-to-face focus groups, including those in outlying areas and respondents who are home bound. Theoretical categories both existed a priori and emerged during coding and analysis of tra
21、nscripts. We looked for exceptions to our tentative findings (Arnould and Wallendorf 1994; Glaser and Strauss 1967; Miles and Huberman 1984; Spiggle 1994). Our primary theoretical categories for this analysis involve reported goal directed search vs. experiential browsing/buying behavior, as well as
22、 the attributes and outcomes that are associated with those behaviors. A second analysis is currently underway which identifies all the attributes online consumers associate with satisfaction and overall transaction quality.GOAL DIRECTED SEARCH VS. EXPERIENTIAL BROWSING Our research suggests that ac
23、cessibility, convenience, selection, information availability, control of sociality, low commitment to the experience and more generally, a sense of freedom and control all mark goal-directed buying (see Table). Moreover, these attributes that are associated with goal-directed search are more likely
24、 to be associated with online as compared to offline shopping (see Solomon 1999 concerning goal-directed search). While offline shopping is more likely to be associated with experiential benefits, some online buyers nevertheless describe online shopping as being enjoyable, fun, and even sociable. Co
25、llectors, hobbyists and eBay shoppers sometimes formed relationships with those who shared their interests online. In addition to socialilty, online buyers told us they engage in experiential browsing for three reasons: (1) auction activities (2) ongoing hobby-type search (similar to offline behavio
26、r described by Bloch, Sherrell and Ridgeway 1986) and (3) bargain hunting. What do auctions offer consumers? Positive surprise (Babin, Darden and Griffen 1994) is a major benefit of auction sites. Hobbyist shoppers frequently and regularly check sites of interest. Another activity that results in ex
27、periential online is looking for great deals. Consistent with our observations that discount shopping is associated with experiential buying behavior, goal-oriented shoppers are actually less likely to use shopping agents than are the experiential shoppers we interviewed; the experiential shoppers e
28、njoy the fun of surfing various sites and finding the best deals; as well, based on empirical research, Babin, Darden and Griffen (1994) identify bargain-shopping in offline retailing as being experiential.The Prevalence of Goal-Directed Buying on the Internet Recent market research as well as our f
29、ocus groups indicate that a majority of Internet buyers are goal-oriented rather than the being experiential. For instance, Jupiter Communications (Solomon 1999) reports that 77% of shoppers go online with a specific purchase in mind. Currently, weekly data provided publicly on Nielsen-NetRatings we
30、bsite regularly show that the stickiness or in other words, time spent at an e-commerce Web site during a visit, is limited; the length of visits at the top e-commerce sites (with the significant exception of the more experiential site e-Bay) is largely 10 minutes or so, suggesting that consumer onl
31、ine buying behavior tends to largely be focused and goal-oriented. Goal-oriented or utilitarian shopping has been described by various marketing scholars as task-oriented, efficient, rational, and deliberate (cf. Babin, Darden and Griffen 1994; Batra and Ahtola 1991; Hoffman and Novak 1996; Sherry 1
32、990). The online medium facilitates this task-orientation as search costs are dramatically reduced (Klein 1998). Moreover, many users currently prefer to undertake efficient linear searches on the Internet using the fewest number of clicks to get to the information they want (Hoque and Lohse 1999).
33、Consistent with this goal-orientation perspective, consumers more likely to buy on the Internet are likely to be time-starved (Bellman, Lohse and Johnson 1999). In fact, online buyers often told us that they did not necessarily think of buying on the net as shopping. Rather, they think of it as “buying.” As well, online bu
