网上购物消费者动机【外文翻译】

网上购物消费者动机【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 www.forrester.com). 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 shopping dollars that consumers will 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, they 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 evaluated 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 associated 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 looking 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, attitudes 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 various 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 Kanfer1999);the research reported here focuses on these motivations and the attributes that support these motivations 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 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 collectively 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, groceries, 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 research methodologies evoke dialogues that are honest, direct, and somewhat less constrained by social conventions present in traditional focus groups (Montoya-Weiss, Massey and Clapper1998). Online qualitative research is uniquely suited for engaging Internet savvy respondents. It is especially 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 transcripts. 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 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 accessibility/ 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 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. Collectors, 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 behavior 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 experiential 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 enjoy 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 focus groups indicate that a majority of Internet buyers are goal-oriented rather than the being experiential. For instance, Jupiter Communications (Solomon 1999) reports that77% of shoppers go online with a specific purchase in mind. Currently, weekly data provided publicly on Nielsen-NetRatings website regularly show that the "stickiness" or in other words, time spent at an ecommerce 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 largely10 minutes or so, suggesting that consumer online 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 1990). 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 Lohse1999). 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 buyers often said they decided to go online to shop only when they had a specific purchase in mind, describing online buying as consisting largely of planned purchases .We specifically asked online buyers if they are more impulsive while shopping online or offline and were overwhelmingly informed that shoppers are more impulsive offline. Our online consumers report that goal-directed buying is facilitated online specifically because of: (1) convenience and accessibility (2) unique and broad selection (3) availability of accurate and comprehensive information and (4) lack of sociality from salespeople, retail workers, spouses and kids. Each of these goal-oriented attributes was explicitly associated by online consumers with freedom and control. Consistent with the importance of freedom and control to many online shoppers, Hoffman, Novak and Schlosser (2000)find that longer and heavier users of the Internet report a significantly higher internal locus of control than do nonusers. Related to the ideas of freedom and control, shoppers reported to us that they feel little pressure to buy online, whereas offline they are disappointed if they come home empty handed. They often shopped in whatever moments they had free to look for information, shopped for an item across multiple online sessions that included offline looking, and feel comfortable abandoning online shopping carts, especially given how easy it is to return to the site and make the purchase later if they want; thus goal-oriented buyers "nibble" or "snack" on commercial websites. Thus, and paradoxically, many online shoppers appear engage in "low commitment, high involvement" behavior, as they easily leave a site without purchasing ,but find their online shopping trips interesting ,informative, useful and involving. Conclusion: Designing for Goal-Oriented and Experiential Consumers Experiential browsing behavior is desirable online as it has been associated in offline environments with increased impulse purchases, and more frequent visits(Babin, Darden and Griffen 1994). Moreover, as younger surfers become full-fledged consumers, experiential benefits (for instance, streaming video, community ,forums, games, auction) may become more desirable at websites. Before emphasizing such benefits, however, sites need to identify a base of users who are regular visitors and who are involved with the product category. Products and services with a hobbyist or enthusiast base are natural matches for sites that mix e-commerce with experiential content and community. Before designing the mix of experiential vs. goal-focused features offered on a site, a company needs to understand both its products and its users; average time spent on the sites by users is associated with goal vs. experiential orientation; thus, using click stream data, companies should be able to estimate the percentage of shoppers and buyers who are goal-oriented vs. experiential. Additionally, website design and strategy issues should be based on motivations and satisfiers for online buyers. For example, online buyers largely do not expect or desire "high touch" service unless they have questions or problems with customer service, in which case they expect relatively speedy answers (within 24 hours)responsive to their individual problems. Any features that increase the sense of user control and freedom, including order tracking, purchase histories, saving information to facilitate speed in future sessions, and opt-in email notification of new products and special deals, increase the satisfaction of goal-oriented users. The importance of posting accurate, relevant and (when requested)comprehensive information about products cannot be overemphasized by e-commerce sites. In sum, companies anxious to build experiential features and encourage customers to spend longer times at their site (or increasing "stickiness" as widely encouraged in industry publications) may be overlooking the fact that transaction-oriented customers can build ties to an online business even when they do not spend much time at a site. Offering goal-oriented online consumers what they want, when they want it, and answering inquiries in a timely fashion creates loyalty, even if these customers are not interested in being entertained while shopping online. Acknowledgements This research has been supported by grants from the CISE/IIS/CSS Division of the U.S. National Science Foundation and the NSF Industry/University Cooperative Research Center (CISE/EEC) to the Center for Research on Information Technology and Organizations (CRITO)at the University of California, Irvine. Industry sponsors include: ATL Products, the Boeing Company, Bristol-Myers Squibb, Canon Information Systems, IBM, Nortel Networks, Rockwell International, Microsoft, Seagate Technology, Sun Microsystems, and Systems Management Specialists (SMS). 译文 网上购物消费者动机 摘要 消费者网上购物是出于以目标导向、有帮助的原因和体验的原因。然而，在网上购物消费者中，目标导向的动机比体验的动机更常见。基于我们与哈里斯互动公司一起对5个离线和4个在线焦点小组进行在线购物的定性研究，我们确定并讨论促进目标导向的网上购物的属性，包括可访问性/便捷、可选择、信息的实用性和缺乏来自零售销售帮助，或没有购物伙伴，如配偶。网上目标导向的团购导致买家陷入低承诺购的经验。买家何时何地想要购买，舒服地抛开一个网站而把产品放在购物车中，或者只是一时兴起，或者进一步考虑购买;消费者经常使用词语“自由”和“控制”来解释网上购物的价值。从经验角度讲，消费者更可能描述离线而非在线购物;我们发现促进网上购物的体验动机的证据。我们提供培养目标导向和体验型的网上买家的管理意义。 简介 网上购买消费者的数量和网上买家花费的金额正在上升;弗雷斯特研究公司估计，1999年互联网销售额是1998年的20亿美元的2倍以上(请参阅www.forrester.com)。尽管炒作和增长，目前电子商务的销售额占零售销售额不到1%，专家和学者们争执消费者网上消费的百分比的可能上限。最终，在何种程度上满足在线和离线购物的各种消费者需求——无论是目标导向还是体验——有可能影响消费者会选择花在每个环境中的美元金额。毋庸置疑，即使可以购买相同产品，在线和离线的环境呈现不同的购物经验。消费者功利购物，出于如乐趣和娱乐的目标驱使或体验的动机;总之，他们为了获得产品而购物或者为了购物而购物(Babin、Darden和Griffen1994年; Bloch 和 Richens1983年;Hirschman 1984年; Hirschman 和Holbrook 1982年;Hoffman 和Novak 1996年;Schlosser 和Kanfer 1999年)。 基于我们的研究，我们建议从购物者的体验中的感知和评价中对他们在两个层面上提供购物者在线和离线购物满意度的评估: (1) 目标实现和 (2) 有关购物经历的结果。我们的研究明达到购物目标是更有可能是通过在线购物得到满足，而体验购物动机时更容易通过离线购物得到满足。不过，有在线购买者向我们报告他们购物的乐趣;通常他们参与正在进行的业余爱好类型利益(见1986 年Bloch、Sherrell和 Ridgeway所写的关于离线购物爱好行为的讨论)的拍卖站点购物或享受寻找特价品的激动。 研究方法 这项研究表示，第一阶段的最终目的是确定和衡量消费经验和影响品质和满意度的网站特征的研究。在这第一阶段我们需要从现象学的角度(比如消费者的体验和消费者的)来了解消费者的购物动机、态度和行为。Harris Interactive招聘保持大约 5 万的网购用户分五个离线和四个网购的消费者的小组。我们相信与质量相关的各种特征的重要性略有不同有所取决于在线购物动机 (Hoffman和Novak 1996 年; Hoffman、Novak和 Schlosser 2000 年;Schlosser 和Kanfer 1999年);这份研究报告主要集中在线消费者认为的这些动机和特征。 所有组中的研究者参加了或登录但不是对与会者可见。研究人员主持的五个线下购物组都有录音和录像。一个专业的主持人主持的四个的在线购物组，两组购物组登录但不是对与会者可见。在线组在"聊天室"形式下进行实时的;我们被调查者中最年轻的是 19岁和年龄最大的是 81岁。目标组的被选参与者(1) 18岁以上的最大年龄的各种团体，(2) 包括男子和妇女，(3)征求的参与者曾经购物过以下种类:书、光盘、计算机和软件、旅行用品，和网上拍卖。同时，他们小组在被调查者报告其他购买类别包括网上股票、车、军火、玩具、服装、杂货，和从家庭购物网络中购买的珠宝;一名与会者甚至在线买了他的房子～线下组设在南加州，但在线组包括来自美国 (包括农村地区) 和至少一个来自加拿大。 在线定性研究方法唤起诚实、直接，有点不受到传统社会习俗限制中存在的的对话(Montoya-Weiss、Massey 1998 年)。在线定性研究是唯一适合从事互联网善解人意的调查对象。特别是吸引对于那些时间是宝贵的人。它也作用目标群体通常情况下不做到的传统面对面小组包括在边远地区和被访者家里绑定的群众。 理论类别先天存在的和在编码和成绩单的分析过程中出现的。我们的例外情况期待我们的初步调查结果(Arnould和Wallendorf 1994 年;Glaser和Strauss 1967 年;Miles and Huberman 1984年;Spiggle 1994年)。我们的这种分析的主要理论类别涉及报告的目标定向的搜索与浏览和购买的经验行为，以及属性特征和关联这些行为的结果。第二次的分析目前正在的标识所有特征在线消费者联系的满意度和整体交易质量。 目标搜索与浏览体验 我们的研究表明，可访问性 / 方便性、可选择性、信息的可用性、社会性、低承诺的经验以及广泛性、自由性和控制所有指示目标购买的标记(见表)。此外，这些与目标搜索相关联的属性特征更有可能是与线下购物相比(请参见关于目标搜索的Solomon 1999年)。 线下购物时更容易由于经验的好处，一些网上买家描述的令人愉快、有趣，和甚至普遍的存在。收集家、业余爱好者和易趣购物者有时与那些分享利益给他们的人形成利益关系。 除了社会性，在线购买者告诉我们他们参与浏览体验的原因有三: (1) 拍卖活动 (2) 正在进行的业余爱好类型搜索(类似于线下购物行为描述的Bloch、Sherrell和 Ridgeway 1986 年) 和 (3) 寻找特价商品。拍卖活动提供消费者什么,积极的意外(Babin、Sherrell and Ridgeway 1994年)是拍卖网站的一大好处。爱好购物者经常且定期检查网站的交易。在线体验结果的另一项活动是寻找大交易。我们的观察符合:折扣购物是根据相关经验的购买行为，目标导向型的的购物者实际上不可能被我们采访;有经验购物者使用购物代理体验购物乐趣的冲浪各种站点和寻找最佳的交易;以及，以实证研究为基础，Babin、Darden and Griffen (1994 年)认同以在线下零售业作为经验的折扣店。 盛行的目标导向的网上购物 最近的市场研究以及我们的研究小组表明大部分互联网买家是目标明确的，而不是体验的人。例如木星通信(Solomon 1999年)报告 77%的网上购物者会记住特定的采购订单。目前，Nielsen-NetRatings网站上定期公开提供的每周数据显示的“粘性”，或者说在访问期间花在一个电子商务网站时间是有限的;在顶级的电子商务网站(除更多重要的体验网站电子湾例外) 访问的长度是大部分在10 分钟左右，表明消费者网上购买行为大部分趋向集中的和目标导向的。 目标导向或功利购物已被各种营销学者描述为面向任务的、高效率的、合理的和从容的 (参看Babin、 Darden和Griffen 1994 年;Batra和Ahtola 1991年;Hoffman和Novak 1996 年;Sherry 1990年)。在线媒体促进这一任务的方向变为大大减少搜索成本 (Klein 1998 年)。此外，很多用户目前愿意在互联网上进行有效的线性搜索，使用最少的点击数获得他们想要的信息(Hoque和Lohse 1999年)。根据这个目标方向角度来看，消费者更可能在网上买很可能是因为缺少时间(Bellman、Lohse和Johnson 1999年)。 实际上，在线购买者常常告诉我们，他们并不一定认为网上购物作为“购物”。相反，他们认为它是“购买”。在线购买者也常说他们决定上网购物只在有特定采购订单在心中时，他们将在线购买描述成大部分计划购买的组成部分。我们特地问网上买家他们在线或离线购物哪个更冲动，从中了解到绝大多数消费者离线购物会更冲动。我们在线消费者报告在线购买特别能促进目标导向购买是因为: (1) 方便和无障碍 (2) 独特的和广泛的选择 (3) 准确和全面的信息和 (4) 缺少与销售人员、零售业工人、配偶和孩子们社交。这些目标导向的每个属性明确地将在线消费者与自由和控制联系起来。对于许多在线购物者，符合自由和控制的重要性，Hoffman、Novak和 Schlosser (2000 年)发现比较久的和重量级的的互联网用户拥有比非用户明显较高的内控权。 有关自由和控制的想法，购物者告诉我们，他们觉得网上购买感到更小的压力，而离线时如果他们空手回家他们会失望。在任何时刻，通常他们购物只要他们有空就会寻找信息，他们常常通过网上课程自个儿买一次包括离线查看，感觉舒适的，可以放弃在线购物车，特别是在线购物车可以更容易的将购物品放回到该站点，如果他们希望的话也可以在之后购买;因此目标导向的买家"蚕食"或者"点心"商业网站上。因此，和其相矛盾的是，许多在线购物显示从事"低承诺，高参与"的行为，他们轻松地离开一个网站，而无需购买，但发现他们在线购物行程有趣的、内容丰富的、有用的和引人注目的。 结论:为以目标为本与有经验的用户设计的 根据经验的浏览行为是可取的，在线同时与在脱机环境中相关联可以使顾客得增加冲动去购买商品，以及更频密的访问((Babin, Darden and Griffen 1994年)。此外，年轻的冲浪者变得更成熟，经验利益(例如流媒体视频、社区、论坛、游戏、拍卖)使得更希望在网站上推荐购物。但是在强调这种好处之前，网站需要识别的哪些用户是经常访问者和以及其所涉及的产品类别的基地。产品和服务与爱好者或爱好者基地是自然匹配的，混合了经验的内容和社会的电子商务的网站。 在为一个网站提供结合体验和目标导向的特征的设计前，一家公司需要了解它的产品和用户;由用户在网站上花费的平均时间是与目标和体验的定位有关;因此，使用点击流数据，公司应该能够估计购物者和目标导向与体验的买家的百分比。 此外，网站设计和战略问题应基于网上买家的动机和满意度。例如，网上买家大部分不期望或希望“高接触”服务，除非他们有疑问或客户服务有问题，在这种情况下他们期望得到回应他们的个人问题较迅速(24 小时内)的。任何增加用户控件和自由的功能，包括订单跟踪，购买历史记录，保存信息，以便在将来的回话中提高速度，用邮件形式通知新产品和特别的交易以增加目标导向用户的满意度。发布准确、有关和(被请求时)有关产品的全面信息的重要性不用让电子商务网站过分强调了。 总之，公司急欲建立体验功能和鼓励客户花更长的时间在他们的网站(或增加作为行业出版物中被广泛鼓励的“粘性”)，可俯瞰面向交易的客户可以构建一个在线业务甚至不用花很多时间在一个网站上的事实。当目标导向的在线消费者想要的时候提供他们想要的东西，并及时忠诚地回应产生的改变，即使这些客户对在线购物的时候被受理不感兴趣。 鸣谢 这项研究得到了从美国国家科学基金的CISE/IIS/CSS 部门和NSF 产业/大学合作研究中心(CISE/EEC)到加利福尼亚大学欧文分校的信息技术搜索中心和组织(CRITO)的资金支持。 行业赞助商包括: ATL 产品、波音公司、Bristol-Myers Squibb、佳能信息系统、 IBM、北 电网络、罗克韦尔国际、微软、 Seagate科技、Sun微系统和系统管理专家 (SMS)。