电子商务网上购物外文翻译
SHOPPING ONLINE FOR FREEDOM,CONTROL AND FUN
The number of consumer 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,$20 billion .In comparison,overall retail sales in the U.S. totaled $13 trillion in 1999. thus,e-commerce sale currently account for only about 1% of retail sales, and experts and scholars have argued over the possible upper limit to the percentage of consumer online spending. Will the upper limit of online spending exceed that of other direct marketing at 15%? Or will it be as much as one third of purchases in many retail product categories by 2010 as recently suggested by Forester Research?
Ultimately, the degree to which online shopping fulfills goal-oriented and experiential consumer needs will impact the amount of shopping dollars that consumers will choose to spending each environment. While many writers are touting the unique capabilities of the online medium to provide interactivity and personalized experiences, for instance, few have focused systematically on what online shoppers really desire, and why they are shopping online in the first place. Clearly understanding what online shoppers really desire, and why they are shopping online can and should inform strategy. Technology and marketing decisions as well as website design. So ,what motivates online shopping? In the offline environment, marketers recognize that consumers shop differently depending on whether their motivations for searching are primarily experiential (for fun) or goal directed (for efficiency). Our research of online customers suggests that these two motivations generalize to the online environment as well.
Experiential behavior is especially likely in categories where shoppers have an ongoing, hobby-type interest. Collectors and hobbyists enjoy the “thrill of the hunt”as much as the acquisition of items for the collection. As well, having time available and desiring stimulation results in more experiential shopping behavior. Scholars have also discovered that the higher playfulness associated with experiential behavior results in a more positive mood, greater shopping satisfaction and a higer likelihood of impulse purchasing compared to goal-focused shopping.
Goal-oriented or utilitarian shopping has been described by various marketing scholars as task-oriented, efficient, rational, and deliberate. Thus, goal-focused shoppers are transaction-oriented and desire to purchase what they want quickly and without distraction. Retailing consumers describe utilitarian shopping as "work" and evaluate the results of their effort by terms commonly associated with work performance, such as "success" and "accomplishment."
Importantly, marketing research firms have found that two-thirds to four-fifths of Internet buyers engage in narrowly defined searches for specific products online.* In an online survey we recently conducted with 1013 members of the Harris Interactive online panel, 71% of shoppers said their most recent online purchase had been previously planned, while 29% said they had been browsing.
when they made their purchase. Thus, online shopping is more likely to be goal focused rather than experiential. Click stream analysis of major e-commerce sites also suggests that online consumers tend to be goal-focused. For example, duration time spent in a store or at a site, termed "stickiness" by e-commerce insiders, is strongly correlated with motivation, as experiential shoppers "stick"around longer than do transaction-oriented consumers. Currently, weekly data provided by Nielsen-Net Ratings regularly show that the "stickiness" of e-commerce web sites is quite limited, with the length of visits at top sites (with the significant exception of e-Bay) being largely 15 minutes or less. A typical weekly average time spent on Barnes and Noble, for instance, is 10 minutes, just about long enough to find a book and actually complete the transaction.
Why are more e-tailing consumers expected to be goal-focused? One clue is the finding that time-starved consumers are especially likely to be online shoppers. Another clue is that early and heavy users of the Internet tend to have a strong internal locus of control and thus are goal-oriented personalities. Moreover, the online medium facilitates utilitarian behavior as search costs for product information are dramatically reduced.'" Our research with online shoppers suggests that goal-oriented shoppers are interested in e-tailing because of four specific attributes: convenience and accessibility; selection; availability of information; and lack of sociality. Importantly, shoppers frequently and explicitly associate these goal-oriented attributes with increased freedom and control.
Despite the preponderance of utilitarian online shopping, there is evidence that some online shoppers engage in experiential shopping, or shopping for fun, a behavior desirable to marketers as fun-seekers tend to be impulsive and to make more purchases." Why are some online shoppers engaging in experiential behavior? Experiential shoppers tell us they enjoy: auctions;involvement with a hobby/product class; and bargain hunting. In sum, these shoppers focus on "the experience" or fun of online shopping as much as they do on product acquisition (see Table 1).
Research Methodology
This research was supported by the Center for Research on Information Technology in Organizations (CRITO) at the University of California, Irvine. The purpose of the project is to understand the attributes that contribute to consumers having a satisfying, high-quality online shopping experience. Our specific purpose in undertaking this research was to fully understand consumer motivations for online shopping, as these motivations will affect the web site attributes and experiences desired by shoppers. We undertook 9 focus groups of online buyers (64 consumers altogether). Three focus groups included MBA students and staff, a group likely to be technology "Fast Forwards"'^ and thus early adopters of online shopping. In addition, we conducted two offline focus groups in Southern California recruited from Harris Interactive's online panel. Finally, we worked with Harris Interactive to conduct four online focus groups (including participants from across the U.S. and Canada). Harris Interactive recruited both online and offline participants with the aim of creating groups who were diverse with respect to age, sex, online experience, and products purchased online. Our sample included participants aged 19 to 81; they purchased CDs, books, software, hardware, toys and travel, and engaged in online auctions, all common online buying categories. However, outside these major categories, a wide variety of purchases were made, including ammunition, lingerie, groceries, camping equipment, cars; one participant had even purchased his house online!
Online qualitative research offers the advantage of obtaining individual as well as group reactions to concepts and research questions, while minimizing the opportunity for individuals in the group to dominate the group or persuade other respondents by the force of their personalities. The online focus group methodology evokes dialogues that are honest, direct, and somewhat less constrained by social conventions present in traditional focus groups. Online qualitative research is uniquely suited for engaging Internet savvy respondents. It is especially appealing to those for whom time is at a premium. In addition, online focus groups reach audiences not generally reached by traditional face-to-face focus groups, including those in outlying areas and respondents who are home bound. Individuals located in geographically diverse areas can participate in the same session. Respondents use their own computers and do
not have to travel to a focus group facility."
Based on existing literature on goal-focused and experiential motivations in offline shopping and speculations about these motivations applying to the online environment, our study asked participants if they shop for entertainment or for specific needs."* Also, we investigated the degree to which online buyers perform relatively narrow product searches as opposed to browsing online. We also asked focus group participants to compare online and offline shopping, which increased our understanding of the underlying determinants of online shopping. More specifically, our guide for the portion of focus group focusing on motivations contained the following questions:I want to start by talking about shopping. Just about everybody likes to shop, or has to shop.
? Describe your typical online shopping experience. (Probe:)
? Where do you usually shop from? At what time of day? How often? What types of things do you usually shop for online?
? Do you go to a specific site to shop, or do you search for items first?
? How often do you shop for entertainment vs. shop for a specific need?
? In general, what differences come to mind when thinking about online shopping and offline (brick-and-mortar) shopping. (LIST ON EASEL)
? Offline: What makes experience e njoyable? What are the headaches?
? Online: What makes experience enjoyable? What are the headaches?
? What are the factors that influence whether you shop in a store vs. online?
? Are there items that you buy in one mode that you wouldn't buy in the other?
While there was a protocol for the focus group questions, each focus group covered unique ground as participants' comments and answers would prompt follow-up into different areas; the offline protocol had to be adapted somewhat for the online focus groups. In the four online groups, a professional moderator ran the groups, while hoth researchers "lurked," being present without being visible to participants; researchers could communicate with the moderator behind-the-scenes, suggesting questions or probes. The online groups are held in real time in a "chat room" format. As part of the online group, selected web sites were "spawned" on participant computers, where they could respond to and interact with the web site.
Offline focus groups were transcribed while online group transcriptions were automatically generated. We analyzed the transcripts by systematically categorizing and labeling attributes of online shopping." We undertook coding and development of theory together'* and ultimately developed four categories of goal-oriented motivations and three categories of experiential motivations. Table 2 shows how goal-oriented and experiential
motivations, characteristics, and attributes were contrasted and coded. In addition, we looked for connections or theoretical connections to goal-oriented and experiential motivations, a process called "iterative tacking."
Rather than reporting specific tabulations, and in line with common managerial practice in analyzing focus group data, we have suggested a degree of consensus without necessarily claiming specific proportions or orders of magnitude, especially when such information might be useful to managers." However, quantitative market research data reported by major firms that dovetails with our findings is used to support our claims. Nevertheless, the preponderance of responses did not guide our analysis entirely. Idiosyncratic responses not only offered clues about the boundaries within which findings are relevant, but also surfaced issues not articulated as well by other study participants.
Goal-Oriented Shopping
Especially impressive is the frequency with which goal-oriented shoppers mentioned the increased freedom and control they experience while shopping online (see Table 3 for sample quotes). Thus, web customers are not passive recipients of marketing and selling and are instead central players who experience increased control in the online environment. Interestingly, online buyers often said they decided to go online to shop only when they had a specific purchase in mind, with the majority describing online buying as consisting largely of planned purchases. In fact, many online buyers told us that they did not necessarily think of buying on the net as "shopping." Rather, they think of it as "buying." 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 (except at auction sites, where buying behavior is much more likely to be experiential). The general lack of impulsiveness during online shopping is due to the inahility to take possession of goods immediately, the ease of returning later to buy the goods after further thought, and the trouble of having to mail back unwanted items.
电子商务的发展【外文翻译】
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跨境电商外文翻译参考文献
跨境电商外文翻译参考文献(文档含中英文对照即英文原文和中文翻译)
译文： 跨境电子商务在欧盟的发展动力和壁垒 摘要 互联网的兴起，往往是与“距离的消亡”或至少减少相关的地理距离在供应信息相关。我们研究距离 事宜仍在实物商品的网上交易是否。我们使用的数据从一个网络消费者调查小组对网上跨境货物贸易中的 一个语言支离破碎的欧盟市场。分析结果表明，相比线下交易在同一商品的距离相关的交易成本大大降低。然而，语言相关的交易成本的增加。此外，网上交易介绍新能源贸易成本如包裹递送和在线支付系统。在 平衡，没有迹象显示在线贸易不偏向于国内市场的产品比线下交易支持。我们提供给政策制定者推动欧盟数 字单一市场的跨境电子商务的选项。在高效灵活的跨境支付系统的使用增加1%可以增加多达7%的跨境电子 商务。我们还表明，在线交易给英语语言输出国家的比较优势。 关键词电子商务/引力方程/欧盟 1.介绍 本文实证研究的在线电子商务跨境贸易模式的影响。互联网的兴起，更一般地，数字通信技术，具有LED许多观察家宣布，距离“死”（Cairncross，1997）。在这方面，它不在乎信息所在的位臵因为它只是一个鼠标点击和信息成本不再是物理距 离有关。在传统的线下实物商品贸易，证据却指向距离成本增加（disdier和头，2008）。贸易相结合的基础上的信息和物理的货物运输。问题是是否将贸易从线 下到线上平台是一个足够大的凹痕在信息成本改变贸易总成本因此货物贸易模式。Blum 和Goldfarb（2006）表明，即使是纯粹的信息产品，距离仍然起着重要的 作用。他们认为这是文化上的差异，随着物理距离的增加。除了信息成本的影响， 可能会有副作用，对贸易模式的影响。网上贸易开辟了一个潜在的更大的地理汇水 面积，为供应商和消费者，在产品品种和价格竞争的增加。这两
文献翻译----电子商务中英文对照
外文文献及译文 文献、资料题目：Electronic Commerce 外文文献： Electronic Commerce Electronic commerce, or Electronic trade, or electronic business as a newly rising mode of commerce will have far-reaching influence on social economy and play an important role in social development worldwide. It represents the trend of world trade in the 21st century and beyond. 1. What is Electronic Commerce? Electronic commerce refers to commercial data exchange in digital form through electronic transmission means and commercial activities conducted on-line. Usually, electronic commerce can be divided into two levels: One is low-level electronic commerce that is, electronic commercial intelligence, electronic trade, and electronic contracts. Another is high-level electronic commerce which includes all commercial activities done via Internet, ranging from searching for clients, commercial negotia-tion, making orders, on-line payment, releasing electronic invoice, to electronic dec-laration to Customs, electronic tax-payment, all conducted on Internet. Electronic commerce means electrification of all trade transactions. It is featured by these characters: ①fairness and freedom, ②high efficiency, ③globalization, ④virtualization, ⑤interactivity, ⑥autonomy, ⑦personalized service. With electronic commerce, clients and
网上购物系统外文翻译
重庆三峡学院毕业设计外文翻译[肖伟]-网上购物系统设计与实现 重庆三峡学院 毕业设计（论文） 文献综述和外文翻译 设计(论文)题目网上购物系统设计与实现 学院：计算机科学与工程学院 专业：软件工程 年级：2008级 姓名：肖伟 指导教师：朱丙丽 完成日期：2011 年12 月29 日
文献综述 摘要：Servlet程序在服务器端运行，动态地生成Web页面与传统的CGI和许多其他类似CGI的技术相比，Java Servlet具有更高的效率，更容易使用，功能更强大，具有更好的可移植性，更节省投资。 关键字：JSP技术，Servlet，HTTP服务 1.1Servlet的功能 Servlets是运行在Web或应用服务器上的Java程序，它是一个中间层，负责连接来自Web浏览器或其他HTTP客户程序的请求和HTTP服务器上的数据库或应用程序。Servlet的工作是执行西门的任务，如图1.1所示。 图1.1Web中间件的作用 （1）读取客户发送的显式数据。 最终用户一般在页面的HTML表单中输入这些数据。然而，数据还有可能来自applet 或定制的HTTP客户程序。 （2）读取由浏览器发送的隐式请求数据。 图1.1中显示了一条从客户端到Web服务器的单箭头，但实际上从客户端传送到Web 服务器的数据有两种，它们分别为用户在表单中输入的显式数据，以及后台的HTTP信息。两种数据都很重要。HTTP信息包括cookie、浏览器所能识别的媒体类型和压缩模式等。 （3）生成结果。 这个过程可能需要访问数据库、执行RMI或EJB调用、调用Web服务，或者直接计算得出对应的响应。实际的数据可能存储在关系型数据库中。该数据库可能不理解HTTP，或者不能返回HTML形式的结果，所有Web浏览器不能直接与数据库进行会话。即使它能够做到这一点，为了安全上的考虑，我们也不希望让它这么做。对应大多数其他应用
电子商务 外文翻译
B2B e-marketplace: an e-marketing framework for B2B commerce Purpose–The purpose of this paper is to provide a clear understanding of the performance of business-to-business (B2B) e-marketplace in conducting e-marketing in the global business environment. The proposed framework is intended to be used as a guide for B2B firms especially small and medium sized enterprises (SMEs) who wish to adopt a proactive approach in the use of information and communication technology for business efficiency and competitive advantage, and those who wish to explore the internet technologies for marketing activities. Design/methodology/approach– Literature from the B2B e-marketplaces and operations of e-marketing fields were analysed, and the findings were synthesised to develop a preliminary conceptual model of e-marketing. The conceptual model was tested empirically through an online survey from various industries in China, Malaysia, and Singapore. Findings– With significant online and offline publications from both academia and industry, there is a growing awareness of the contribution of the e-marketing in the global environment. This new marketing paradigm is reported to reshape the business relationships between both consumer marketers and consumers, improving business processes and enhancing the business exposure in the new markets. Research limitations /implications– The major limitation of this paper is associated with the sample selection. Although the literature findings were international, the empirical study was restricted to China, Malaysia, and Singapore. Therefore, the generalizability of the results may not be applicable for other countries. Furthermore, the majority of the respondents participated were SMEs. Hence, the applicability of findings to large-scale organisations may be limited. Practical implications–The framework allows B2B firms to capitalise and understand the e-marketing opportunities provided by B2B e-marketplace. The framework also offers guidance to marketing managers a most appropriate approach to adopt B2B e-marketplace to perform their e-marketing activities. Originality/value– Based on the need for a framework for e-marketing, this study is significance to: SMEs, marketers, information technology practitioners, and all other stakeholders that adopted the internet and other electronic means for marketing purposes. Background The development of the internet and the world wide web (www) in the 1990s as a tool for the global sharing of information has opened up new opportunities in marketing practices. “The rapid growth of internet users has made the internet an increasingly important and attractive platform for business transactions” According to the Internet World Stats (2007), by March 2008, the internet user population reached 1.40 billions world wide, an increase of 290 percent in the period from 2000 to 2008 (Figure 1). Many academics and practitioners have emphasized that the internet is a major platform for e-marketing to deal with marketing mixes, which include global accessibility (Laudon, 2002), convenience in updating (Sandeep and Singh, 2005), real-time information services (Harridge-March, 2004), interactive communications features (Chaffey, 2004), and unique customisation and personalised capabilities (Teo and Tan, 2002). Additionally, e-marketing also refers to the use of electronic methods or media to build upon and maintain customer relationship through electronic platforms (e.g. business-to-business (B2B) e-marketplaces) that facilitates the exchange of ideas, products, and services to satisfy both buyers and sellers. Strauss and Frost (2001) support the above statement and suggested that, sales, public relations, direct marketing, and advertising are marketing communication that comprises the crucial components of e-marketing strategy. B2B e-marketplace, as one of the major trading platforms brought by the internet technology has made a significant contribution to the e-marketers. The larger organisations are taking advantages from the vast array of suppliers/buyers via the B2B e-marketplace (Stockdale and Standing, 2004). However, small and medium sized enterprises (SMEs) are also eager to compete in the electronic environment remain concerns as how their