网上购物的自由、控制和乐趣【外文翻译】.doc

1、毕业论文（设计）外文翻译外文原文SHOPPINGONLINEFORFREEDOM,CONTROLANDFUNTHENUMBEROFCONSUMERSBUYINGONLINE,ANDTHEAMOUNTBEINGSPENTBYONLINEBUYERSHASBEENONTHERISEFORRESTERRESEARCHHASESTIMATEDINTERNETSALESIN1999TOBEMORETHANDOUBLETHATOF1998,20BILLIONINCOMPARISON,OVERALLRETAILSALESINTHEUSTOTALED13TRILLIONIN1999THUS,ECOMMERCE

2、SALESCURRENTLYACCOUNTFORONLYABOUT1OFRETAILSALES,ANDEXPERTSANDSCHOLARSHAVEARGUEDOVERTHEPOSSIBLEUPPERLIMITTOTHEPERCENTAGEOFCONSUMERONLINESPENDINGWILLTHEUPPERLIMITOFONLINESPENDINGEXCEEDTHATOFOTHERDIRECTMARKETINGAT15ORWILLITBEASMUCHASONETHIRDOFPURCHASESINMANYRETAILPRODUCTCATEGORIESBY2010ASRECENTLYSUGGES

3、TEDBYFORRESTERRESEARCHULTIMATELY,THEDEGREETOWHICHONLINESHOPPINGFULFILLSGOALORIENTEDAND/OREXPERIENTIALCONSUMERNEEDSWILLIMPACTTHEAMOUNTOFSHOPPINGDOLLARSTHATCONSUMERSWILLCHOOSETOSPENDINGEACHENVIRONMENTWHILEMANYWRITERSARETOUTINGTHEUNIQUECAPABILITIESOFTHEONLINEMEDIUMTOPROVIDEINTERACTIVITYANDPERSONALIZEDE

4、XPERIENCES,FORINSTANCE,FEWHAVEFOCUSEDSYSTEMATICALLYONWHATONLINESHOPPERSREALLYDESIRE,ANDWHYTHEYARESHOPPINGONLINEINTHEFIRSTPLACECLEARLYUNDERSTANDINGWHATMOTIVATESCONSUMERSTOSHOPONLINECANANDSHOULDINFORMSTRATEGY,TECHNOLOGYANDMARKETINGDECISIONSASWELLASWEBSITEDESIGNSO,WHATMOTIVATESONLINESHOPPINGINTHEOFFLIN

5、EENVIRONMENT,MARKETERSRECOGNIZETHATCONSUMERSSHOPDIFFERENTLYDEPENDINGONWHETHERTHEIRMOTIVATIONSFORSEARCHINGAREPRIMARILYEXPERIENTIALFORFUNORGOALDIRECTEDFOREFFICIENCYOURRESEARCHOFONLINECUSTOMERSSUGGESTSTHATTHESETWOMOTIVATIONSGENERALIZETOTHEONLINEENVIRONMENTASWELLEXPERIENTIALBEHAVIORISESPECIALLYLIKELYINC

6、ATEGORIESWHERESHOPPERSHAVEANONGOING,HOBBYTYPEINTERESTCOLLECTORSANDHOBBYISTSENJOYTHE“THRILLOFTHEHUNT”ASMUCHASTHEACQUISITIONOFITEMSFORTHECOLLECTIONASWELL,HAVINGTIMEAVAILABLEANDDESIRINGSTIMULATIONRESULTSINMOREEXPERIENTIALSHOPPINGBEHAVIORSCHOLARSHAVEALSODISCOVEREDTHATTHEHIGHERPLAYFULNESSASSOCIATEDWITHEX

7、PERIENTIALBEHAVIORRESULTSINAMOREPOSITIVEMOOD,GREATERSHOPPINGSATISFACTIONANDAHIGHERLIKELIHOODOFIMPULSEPURCHASINGCOMPAREDTOGOALFOCUSEDSHOPPINGGOALORIENTEDORUTILITARIANSHOPPINGHASBEENDESCRIBEDBYVARIOUSMARKETINGSCHOLARSASTASKORIENTED,EFFICIENT,RATIONAL,ANDDELIBERATETHUS,GOALFOCUSEDSHOPPERSARETRANSACTION

8、ORIENTEDANDDESIRETOPURCHASEWHATTHEYWANTQUICKLYANDWITHOUTDISTRACTIONRETAILINGCONSUMERSDESCRIBEUTILITARIANSHOPPINGAS“WORK”ANDEVALUATETHESUCCESSOFTHEIREFFORTBYTERMSCOMMONLYASSOCIATEDWITHWORKPERFORMANCE,SUCHAS“SUCCESS”AND“ACCOMPLISHMENT”IMPORTANTLY,MARKETINGRESEARCHFIRMSHAVEFOUNDTHATTWOTHIRDSTOFOURFIFTH

9、SOFINTERNETBUYERSENGAGEINNARROWLYDEFINEDSEARCHESFORSPECIFICPRODUCTSONLINEINANONLINESURVEYWERECENTLYCONDUCTEDWITH1013MEMBERSOFTHEHARRISINTERACTIVEONLINEPANEL,71OFSHOPPERSSAIDTHEIRMOSTRECENTONLINEPURCHASEHADBEENPREVIOUSLYPLANNED,WHILE29SAIDTHEYHADBEENBROWSINGWHENTHEYMADETHEIRPURCHASETHUS,ONLINESHOPPIN

10、GISMORELIKELYTOBEGOALFOCUSEDRATHERTHANEXPERIENTIALCLICKSTREAMANALYSISOFMAJORECOMMERCESITESALSOSUGGESTSTHATONLINECONSUMERSTENDTOBEGOALFOCUSEDFOREXAMPLE,DURATIONTIMESPENTINASTOREORATASITE,TERMED“STICKINESS“BYECOMMERCEINSIDERS,ISSTRONGLYCORRELATEDWITHMOTIVATIONSASEXPERIENTIALSHOPPERS“STICK“AROUNDLONGER

11、THANDOTRANSACTIONORIENTEDCONSUMERSCURRENTLY,WEEKLYDATAPROVIDEDBYNIELSENNETRATINGSREGULARLYSHOWTHATTHE“STICKINESS“OFECOMMERCEWEBSITESISQUITELIMITED,WITHTHELENGTHOFVISITSATTOPSITESWITHTHESIGNIFICANTEXCEPTIONOFEBAYBEINGLARGELY15MINUTESORLESSATYPICALWEEKLYAVERAGETIMESPENTONBARNESANDNOBLE,FORINSTANCE,IS1

12、0MINUTES,JUSTABOUTLONGENOUGHTOFINDABOOKANDACTUALLYCOMPLETETHETRANSACTIONWHYAREMOREETAILINGCONSUMERSEXPECTEDTOBEGOALFOCUSEDONECLUEISTHEFINDINGTHATTIMESTARVEDCONSUMERSAREESPECIALLYLIKELYTOBEONLINESHOPPERSANOTHERCLUEISTHATEARLYANDHEAVYUSERSOFTHEINTERNETTENDTOHAVEASTRONGINTERNALLOCUSOFCONTROL,ANDTHUSARE

13、GOALORIENTEDPERSONALITIESMOREOVER,THEONLINEMEDIUMFACILITATESUTILITARIANBEHAVIORASSEARCHCOSTSFORPRODUCTINFORMATIONAREDRAMATICALLYREDUCEDOURRESEARCHWITHONLINESHOPPERSSUGGESTSTHATGOALORIENTEDSHOPPERSAREINTERESTEDINETAILINGBECAUSEOFFOURSPECIFICATTRIBUTES1CONVENIENCEANDACCESSIBILITY2SELECTION3AVAILABILIT

14、YOFINFORMATIONAND4LACKOFSOCIALITYIMPORTANTLY,SHOPPERSFREQUENTLYANDEXPLICITLYASSOCIATETHESEGOALORIENTEDATTRIBUTESWITHINCREASEDFREEDOMANDCONTROLDESPITETHEPREPONDERANCEOFUTILITARIANONLINESHOPPING,THEREISEVIDENCETHATSOMEONLINESHOPPERSENGAGEINEXPERIENTIALSHOPPING,ORSHOPPINGFORFUN,ABEHAVIORDESIRABLETOMARK

15、ETERSASFUNSEEKERSTENDTOBEIMPULSIVEANDTOMAKEMOREPURCHASESWHYARESOMEONLINESHOPPERSENGAGINGINEXPERIENTIALBEHAVIOREXPERIENTIALSHOPPERSTELLUSTHEYENJOY1AUCTIONS2INVOLVEMENTWITHAHOBBY/PRODUCTCLASSAND3BARGAINHUNTINGINSUM,THESESHOPPERSFOCUSON“THEEXPERIENCE“ORFUNOFONLINESHOPPINGASMUCHASTHEYDOONPRODUCTACQUISIT

16、IONSEETABLE1TABLE1GOALORIENTEDANDEXPERIENTIALFACTORSANDOUTCOMESOFONLINESHOPPINGIMPORTANTFACTORSOUTCOMEDESIREDGOALDIRECTEDSHOPPING1ACCESSIBILITY/CONVENIENCE2SELECTION3INFORMATIONAVAILABILITY4LACKOFSOCIALITY1FREEDOM,CONTROL2COMMITMENTTOGOAL,NOTEXPERIENCEEXPERIENTIALSHOPPING1INVOLVEMENTWITHPRODUCTCLASS

17、2POSITIVESOCIALITY3POSITIVESURPRISE4BARGAINHUNTING1FUN2COMMITMENTTOEXPERIENCEASIMPORTANTORMOREIMPORTANTTHANGOALRESEARCHMETHODOLOGYTHISRESEARCHWASSUPPORTEDBYTHECENTERFORRESEARCHONINFORMATIONTECHNOLOGYINORGANIZATIONSCRITOATTHEUNIVERSITYOFCALIFORNIA,IRVINETHEPURPOSEOFTHEPROJECTISTOUNDERSTANDTHEATTRIBUT

18、ESTHATCONTRIBUTETOCONSUMERSHAVINGASATISFYING,HIGHQUALITYONLINESHOPPINGEXPERIENCEOURSPECIFICPURPOSEINUNDERTAKINGTHISRESEARCHWASTOFULLYUNDERSTANDCONSUMERMOTIVATIONSFORONLINESHOPPING,ASTHESEMOTIVATIONSWILLAFFECTTHEWEBSITEATTRIBUTESANDEXPERIENCESDESIREDBYSHOPPERSGIVENOURINTERESTINCONSUMERPERCEPTIONS,AND

19、THECURRENTLACKOFQUALITATIVEDATATOADDRESSTHESUBJECT,WEUNDERTOOK9FOCUSGROUPSOFONLINEBUYERS64CONSUMERSALTOGETHERTHREEFOCUSGROUPSINCLUDEDMBASTUDENTSANDSTAFF,AGROUPLIKELYTOBETECHNOLOGY“FASTFORWARDS“ANDTHUSEARLYADOPTERSOFONLINESHOPPINGINADDITION,WECONDUCTEDTWOOFFLINEFOCUSGROUPSINSOUTHERNCALIFORNIARECRUITE

20、DFROMHARRISINTERACTIVESONLINEPANELFINALLY,WEWORKEDWITHHARRISINTERACTIVETOCONDUCTFOURONLINEFOCUSGROUPSINCLUDINGPARTICIPANTSFROMACROSSTHEUSANDCANADAHARRISINTERACTIVERECRUITEDBOTHONLINEANDOFFLINEPARTICIPANTSWITHTHEAIMOFCREATINGGROUPSWHOWEREDIVERSEWITHRESPECTTOAGE,SEX,ONLINEEXPERIENCE,ANDPRODUCTSPURCHAS

21、EDONLINEOURSAMPLEINCLUDEDPARTICIPANTSAGED19TO81THEYPURCHASEDCDS,BOOKS,SOFTWARE,HARDWARE,TOYSANDTRAVEL,ANDENGAGEDINONLINEAUCTIONS,ALLCOMMONONLINEBUYINGCATEGORIESBUT,OUTSIDETHESEMAJORCATEGORIES,AWIDEVARIETYOFPURCHASESWEREMADE,INCLUDINGAMMUNITION,LINGERIE,GROCERIES,CAMPINGEQUIPMENT,CARSONEPARTICIPANTHA

22、DEVENPURCHASEDHISHOUSEONLINEONLINEQUALITATIVERESEARCHOFFERSTHEADVANTAGEOFOBTAININGINDIVIDUALASWELLASGROUPREACTIONSTOCONCEPTSANDRESEARCHQUESTIONS,WHILEMINIMIZINGTHEOPPORTUNITYFORINDIVIDUALSINTHEGROUPTODOMINATETHEGROUPORPERSUADEOTHERRESPONDENTSBYTHEFORCEOFTHEIRPERSONALITIESTHEONLINEFOCUSGROUPMETHODOLO

23、GYEVOKESDIALOGUESTHATAREHONEST,DIRECT,ANDSOMEWHATLESSCONSTRAINEDBYSOCIALCONVENTIONSPRESENTINTRADITIONALFOCUSGROUPSONLINEQUALITATIVERESEARCHISUNIQUELYSUITEDFORENGAGINGINTERNETSAVVYRESPONDENTSITISESPECIALLYAPPEALINGTOTHOSEFORWHOMTIMEISATAPREMIUMASWELL,ONLINEFOCUSGROUPSREACHAUDIENCESNOTGENERALLYREACHED

24、BYTRADITIONALFACETOFACEFOCUSGROUPS,INCLUDINGTHOSEINOUTLYINGAREASANDRESPONDENTSWHOAREHOMEBOUNDINADDITION,INDIVIDUALSLOCATEDINGEOGRAPHICALLYDIVERSEAREASCANPARTICIPATEINTHESAMESESSIONRESPONDENTSUSETHEIROWNCOMPUTERSANDDONOTHAVETOTRAVELTOAFOCUSGROUPFACILITYBASEDONEXISTINGLITERATUREONGOALFOCUSEDANDEXPERIE

25、NTIALMOTIVATIONSINOFFLINESHOPPINGANDSPECULATIONSABOUTTHESEMOTIVATIONSAPPLYINGTOTHEONLINEENVIRONMENTWEASKEDPARTICIPANTSIFTHEYSHOPFORENTERTAINMENTORFORSPECIFICNEEDSASWELL,WEINVESTIGATEDTHEDEGREETOWHICHONLINEBUYERSPERFORMRELATIVELYNARROWPRODUCTSEARCHESASOPPOSEDTOBROWSINGONLINEWEALSOASKEDFOCUSGROUPPARTI

26、CIPANTSTOCOMPAREONLINEANDOFFLINESHOPPINGWHICHINCREASEDOURUNDERSTANDINGOFTHEUNDERLYINGDETERMINANTSOFONLINESHOPPINGMORESPECIFICALLY,OURGUIDEFORTHEPORTIONOFFOCUSGROUPFOCUSINGONMOTIVATIONSCONTAINEDTHEFOLLOWINGQUESTIONSIWANTTOSTARTBYTALKINGABOUTSHOPPINGJUSTABOUTEVERYBODYLIKESTOSHOP,ORHASTOSHOPDESCRIBEYOU

27、RTYPICALONLINESHOPPINGEXPERIENCEPROBEWHEREDOYOUUSUALLYSHOPFROMATWHATTIMEOFDAYHOWOFTENWHATTYPESOFTHINGSDOYOUUSUALLYSHOPFORONLINEDOYOUGOTOASPECIFICSITETOSHOP,ORDOYOUSEARCHFORITEMSFIRSTHOWOFTENDOYOUSHOPFORENTERTAINMENTVSSHOPFORASPECIFICNEEDINGENERAL,WHATDIFFERENCESCOMETOMINDWHENTHINKINGABOUTONLINESHOPP

28、INGANDOFFLINEBRICKSANDMORTARSHOPPINGLISTONEASELOFFLINEWHATMAKESEXPERIENCEENJOYABLEWHATARETHEHEADACHESONLINEWHATMAKESEXPERIENCEENJOYABLEWHATARETHEHEADACHESWHATARETHEFACTORSTHATINFLUENCEWHETHERYOUSHOPINASTOREVSONLINEARETHEREITEMSTHATYOUBUYINONEMODETHATYOUWOULDNTBUYINTHEOTHERWHILETHEREWASAPROTOCOLFORTH

29、EFOCUSGROUPQUESTIONS,EACHFOCUSGROUPCOVEREDUNIQUEGROUNDASPARTICIPANTSCOMMENTSANDANSWERSWOULDPROMPTFOLLOWUPINTODIFFERENTAREASTHEOFFLINEPROTOCOLHADTOBEADAPTEDSOMEWHATFORTHEONLINEFOCUSGROUPSINTHEFOURONLINEGROUPS,APROFESSIONALMODERATORRANTHEGROUPS,WHILEBOTHRESEARCHERS“LURKED,“BEINGPRESENTWITHOUTBEINGVISI

30、BLETOPARTICIPANTSRESEARCHERSCOULDCOMMUNICATEWITHTHEMODERATORBEHINDTHESCENES,SUGGESTINGQUESTIONSORPROBESTHEONLINEGROUPSAREHELDINREALTIMEINA“CHATROOM“FORMATASPARTOFTHEONLINEGROUP,SELECTEDWEBSITESWERE“SPAWNED“ONPARTICIPANTCOMPUTERS,WHERETHEYCOULDRESPONDTOANDINTERACTWITHTHEWEBSITEOFFLINEFOCUSGROUPSWERET

31、RANSCRIBEDWHILEONLINEGROUPTRANSCRIPTIONSWEREAUTOMATICALLYGENERATEDWEANALYZEDTHETRANSCRIPTSBYSYSTEMATICALLYCATEGORIZINGANDLABELINGATTRIBUTESOFONLINESHOPPINGWEUNDERTOOKCODINGANDDEVELOPMENTOFTHEORYTOGETHERANDULTIMATELYDEVELOPEDFOURCATEGORIESOFGOALORIENTEDMOTIVATIONSANDTHREECATEGORIESOFEXPERIENTIALMOTIV

32、ATIONSTABLE2SHOWSHOWGOALORIENTEDANDEXPERIENTIALMOTIVATIONS,CHARACTERISTICSANDATTRIBUTESWERECONTRASTEDANDCODEDASWELL,WELOOKEDFORCONNECTIONSORTHEORETICALCONNECTIONSTOGOALORIENTEDANDEXPERIENTIALMOTIVATIONS,APROCESSCALLED“ITERATIVETACKING“TABLE2FOCUSGROUPPARTICIPANTSDESCRIPTIONSOFONLINESHOPPINGFOCUSGROU

33、PPARTICIPANTSDESCRIPTIONSOFGOALORIENTEDSHOPPINGEXPERIENTIALSHOPPINGACCOMPLISHMENTGOINGTOSPECIFICSITELOOKINGFORSPECIFICPRODUCTENJOYMENTSURFING/TRYINGNEWSITESLOOKINGFORNEWTHINGSSAVINGTIMEIHAVEAPURPOSEINMINDIMAKEREPEATPURCHASESFINDINGTHEBESTPRICEFORASPECIFICITEMKILLINGTIMEILOOKFORIDEASICHECKMYFAVORITES

34、ITESREGULARLYBARGAINHUNTINGFORWHATSONSALEFOCUSGROUPPARTICIPANTSDESIRESWHENGOALORIENTEDSHOPPINGEXPERIENTIALSHOPPINGIWANTTOGETINANDOUTQUICKLYFEWESTCLICKSDOITMYSELFDONTWASTEMYTIMEIWANTIMMEDIATERESPONSETOQUESTIONSIWANTEASEOFUSEIWANTAWELCOMESITETHATDRAWSMEINICANINTERACTWITHOTHERCONSUMERSSHOWMELOTSOFCHOIC

35、ESILIKETOBROWSESITESRELATEDTOMYHOBBYIWANTAUNIQUEEXPERIENCEFOCUSGROUPPARTICIPANTSDESCRIPTIONSOFFREEDOMANDCONTROLFUNCONTROLWHATINFORMATIONIRECEIVENOSALESPEOPLENOLINES/CROWDSONLYBRANDS/SITESIKNOWICANCOMEBACKANYTIME/DELAYPURCHASEIHAVEOPTIONSSHOWMEWHATIWANTREADREVIEWSBUTDONTBELIEVETHEMIGETDRAWNINEXCITEME

36、NTOFBIDDINGWINDOWSHOPPINGIMIMPULSIVEIHAVETOLIMITMYSELFSURPRISEMERATHERTHANREPORTINGSPECIFICTABULATIONS,ANDINLINEWITHCOMMONMANAGERIALPRACTICEINANALYZINGFOCUSGROUPDATA,WEHAVESUGGESTEDDEGREEOFCONSENSUSWITHOUTNECESSARILYCLAIMINGSPECIFICPROPORTIONSORORDERSOFMAGNITUDE,ESPECIALLYWHENSUCHINFORMATIONMIGHTBEU

37、SEFULTOMANAGERSHOWEVERQUANTITATIVEMARKETRESEARCHDATAREPORTEDBYMAJORFIRMSTHATDOVETAILSWITHOURFINDINGSISUSEDTOSUPPORTOURCLAIMSNEVERTHELESS,PREPONDERANCEOFRESPONSESDIDNOTGUIDEOURANALYSISENTIRELYIDIOSYNCRATICRESPONSESNOTONLYOFFEREDCLUESABOUTTHEBOUNDARIESWITHINWHICHFINDINGSARERELEVANT,BUTALSOSURFACEDISSU

38、ESNOTARTICULATEDASWELLBYOTHERSTUDYPARTICIPANTSGOALORIENTEDSHOPPINGESPECIALLYIMPRESSIVEISTHEFREQUENCYWITHWHICHGOALORIENTEDSHOPPERSMENTIONEDTHEINCREASEDFREEDOMANDCONTROLTHEYEXPERIENCEWHILESHOPPINGONLINETHUS,WEBCUSTOMERSARENOTPASSIVERECIPIENTSOFMARKETINGANDSELLINGANDAREINSTEADCENTRALPLAYERSWHOEXPERIENC

39、EINCREASEDCONTROLINTHEONLINEENVIRONMENTINTERESTINGLY,ONLINEBUYERSOFTENSAIDTHEYDECIDEDTOGOONLINETOSHOPONLYWHENTHEYHADASPECIFICPURCHASEINMIND,WITHTHEMAJORITYDESCRIBINGONLINEBUYINGASCONSISTINGLARGELYOFPLANNEDPURCHASESINFACT,MANYONLINEBUYERSTOLDUSTHATTHEYDIDNOTNECESSARILYTHINKOFBUYINGONTHENETAS“SHOPPING

40、“RATHER,THEYTHINKOFITAS“BUYING”WESPECIFICALLYASKEDONLINEBUYERSIFTHEYAREMOREIMPULSIVEWHILESHOPPINGONLINEOROFFLINEANDWEREOVERWHELMINGLYINFORMEDTHATSHOPPERSAREMOREIMPULSIVEOFFLINEEXCEPTATAUCTIONSITES,WHEREBUYINGBEHAVIORISMUCHMORELIKELYTOBEEXPERIENTIALTHEGENERALLACKOFIMPULSIVITYDURINGONLINESHOPPINGISDUE

41、TOTHEINABILITYTOTAKEPOSSESSIONOFGOODSIMMEDIATELY,THEEASEOFRETURNINGLATERTOBUYTHEGOODSAFTERFURTHERTHOUGHT,ANDTHETROUBLEOFHAVINGTOMAILBACKUNWANTEDITEMS译文网上购物的自由、控制和乐趣网上购物的消费者数量和网上购物的数额正在上升；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。相比之下，美国1999年的整体零售销售额达13万亿美元。因此，目前电子商务的销售额仅占零售销售额的1左右。专家和学者们争执消费者网上消费的百分比的

42、可能上限。网上消费上限将超过其他直接营销的15，或者如弗雷斯特研究公司所建议的，到2010年占许多零售采购产品类别的1/3最终，在何种程度上满足购物目标导向和/或有经验的消费者需求将影响消费者会选择花在每个环境中的美元金额。虽然许多作家都在鼓吹在线媒体提供交互性和个性化的体验的独特功能，例如，很少有系统地集中于网上购物者真正需要什么，以及为什么他们把网上购物放在第一位。清楚地了解什么激发消费者网上购物可以并应告知战略、技术和市场营销的决定，以及网站设计。那么，什么激发网上购物在离线的环境中营销人员认识到，消费者不同的消费方式取决于它们用于搜索的动机是否主要是体验（因为好玩）还是目标导向（因为效

43、率高）。我们的网上客户的研究表明，这两种动机同样可以推广到在线环境。体验行为特别可能发生在消费者有一个持续的爱好型的兴趣类别中。收藏家和爱好者享受“惊险的狩猎”一样收藏各种收藏品。同时，有时间保证和欲望刺激可引起更多的体验购物行为。学者们还发现，更高的娱乐性与体验行为比专注于目标的购物引起更积极的情绪、更大的购物满意度和更高可能性的购买冲动有关。目标导向或功利购物已被各种营销学者描述为任务导向的，高效的，合理的，和蓄意的。因此，专注于目标的购物是以交易为导向，希望快速购买他们想要的东西而无需焦急。零售消费者将功利购物描述为“工作“和评估其努力的成功的条款通常与工作表现相关词汇联系起来，如“成功

44、“与“完成“。重要的是，市场调查公司发现，2/3到4/5的互联网买家从事特定产品的狭义在线搜索。在我们最近的一项与1013哈里斯互动在线事务委员会成员进行的网上调查中，71的购物者说，他们最近大部分网上购买的是他们先前已经计划过的，而29说当他们提出购买时他们已经浏览过。因此，网上购物更可能专注于目标而非体验。主要的电子商务网站的点击流分析也表明，在线消费者趋向于专注于目标。例如，持续时间在商店或在网站上停留，被电子商务业内人士称为“粘性”，是因为体验购物者有比以交易为导向的消费者“粘”于周围更长时间的相关强烈动机。目前，每周定期由NIELSENNETRATINGS公司提供的数据显示，电子商务

45、网站的“粘性”是相当有限的，当顶级网站的访问长度（重要的电子湾例外）大部分为15分钟或更少时。以每周平均花费在BARNES和NOBLE的时间为典型例子，比如说10分钟，只是大约找一本书和实际完成交易那么长的时间。为什么更多的电子零售消费者期望专注于目标一个线索发现，时间缺乏的消费者特别可能成为网上购物者。另一个线索是早期的重量级互联网用户有强烈的内部控制倾向，并因此是目标导向的人士。此外，在线媒体随着产品信息搜索成本的显著减少而促进功利行为。我们的在线购物者的研究表明，目标导向的购物者对电子零售感兴趣是因为其4个特殊的属性（1）便利无障碍；（2）可挑选；（3）信息的实用；（4）无社交。重要的是

46、，消费者往往并明确地将这些以目标为导向的属性与更多自由和控制联系起来。不管网上功利购物的优势，有证据表明，一些从事体验购物或为了乐趣而购物的购物者，作为乐趣探求者而倾向于冲动地进行更多的购物对市场来说是合理的行为。为什么一些网上购物者参与体验行为呢体验购物者告诉我们他们喜欢（1）拍卖；（2）作为爱好的参与/产品类别；（3）逢低买进。总之，这些购物者着眼于“经验”，或者网上购物能得到和产品采购时获得的一样多的乐趣，见表1。表1目标导向和体验购物的因素和结果重要因素预期结果目标导向购物无障碍/便利可挑选信息的实用无社交自由，控制忠于目标，没有经历过体验购物参与产品类别积极的社交正面的惊喜逢低买进乐

47、趣忠于经验为重要或比目标更重要研究方法这项研究得到了资讯科技中心组织（CRITO）在美国加州大学欧文分校的支持。该项目的目的是了解有助于消费者拥有一个满意的、高质量在线购物体验的属性。我们在开展这项研究的具体目的是要充分了解网上购物的消费动机，因为这些动机将影响到网站的属性和所需的购物者的经验。鉴于我们对消费者认知的兴趣和目前解决这个问题的定性数据的缺乏，我们将网上买家分成9个焦点小组（总共64位消费者）。三个焦点小组包括MBA学生、职员，和可能是技术“快速转发”从而成为早期网上购物的接受者的一组。此外，我们组织了两个从哈里斯互动网上招募的南加州离线焦点小组。最后，我们与哈里斯互动公司组织了四

48、个在线焦点小组（包括在美国和加拿大的参与者）。哈里斯互动公司招募在线和离线参与者，目的是创造一个涉及年龄、性别、在线经验和在线购买产品的不同的小组。我们的样本包括19至81岁的参加者；他们购买CD、书籍、软件、硬件、玩具和旅行、从事网上拍卖，消费所有常见在线购买类别。但是，除了这些主要类别外，还有各种各样的交易，包括弹药、内衣、杂货、野营设备、汽车，甚至一个参与者在网上购买了他的房子网上定性研究提供了获得个人以及群体反应的概念和研究问题的优势，同时减少在群体中的个体控制团体或用他们的人格力量说服其他受访者的机会。网上焦点小组方法唤起诚实的、直接的和稍微更少的被传统焦点小组中呈现的社会惯例的抑制

49、的对话。网上定性研究是唯一适合迷人的互联网悟性受访者。这是很大的吸引力，对他们来说，时间非常宝贵。同时，网上焦点小组达到通常情况下不达成的传统面对面焦点小组，包括在边远地区和回国的受访者。此外，在地理上位于不同地区的个人可以参加同一个会话。受访者使用自己的电脑，并且不必跑到一个焦点小组的设施。基于现存的有关在离线购物中的目标导向与体验动机和关于猜测应用于在线环境的这些动机的文献，我们询问参与者他们购买是为了娱乐还是特殊的需要。同时，我们调查网上买家对照在线浏览执行相对较窄的产品搜索的程度。我们还要求焦点小组参与者比较在线和离线购物，增加我们对在网上购物的基本决定因素的理解。更具体地说，对于部分焦点小组集中的动机，我们的指南包含下列问题我想首先讨论购物。几乎每个人都喜欢购物，或不得不购物。描述你典型的在线购物体验。（探讨）你通常在哪里购物在一天中的什么时间多频繁什么类型的东西你通常会在网上购买你去到一个特定的网站购物，还是先搜索所有物品你为了娱乐购物VS为了特定需要购物多频繁一般来说，当思考在线购物和离线（砖和灰泥）购物时会记住什么区别（列表说明）离线什么经验令人愉快什么令人头痛在线什么经验令人愉快什么令人头痛什么因素影响你选择在商店里购物还是在线购物有什么东西你用一种模式购买而不用另一种模式购买的当焦点小组的提问有一个协议时，每个焦点小组