网上购物的自由，控制和乐趣【外文翻译】.doc

1、 外文翻译 原文 Shopping Online for Freedom, Control, and Fun Material Source: California Management Review Author: Mary Wolfinbarger Mary C.Gilly Information is an important resource for consumers using e-tailing in a goal-directed fashion; the widespread availability of information is one of the reasons

2、that many buyers view search and purchase on the Internet as a utilitarian activity. On the web, search costs are dramatically reduced. Improvements include the reduction of irrelevant information, improved information organization and better information processing aids. However, the most important

3、of the information benefits to consumers in our focus groups is simply the availability of information that previous to the Internet was either effortful or impossible to find. The Internet as a medium facilitates researching product specifications and prices quite well; in this sense, the medium is

4、 the message. In addition to product information, price was a piece of information that was often sought by our focus group participants, and price was often compared between multiple web sites. Consistent with the importance of finding information easily, the ability to locate desired information o

5、n a web site including manufacturers web sites where products are not necessarily sold is very important to most buyers and increases their sense of control. Many online buyers revel in the fact that they can get information directly without having to go through a salesperson (who is largely perceiv

6、ed to have limited information compared to a web site); buying on the web gives consumers more perceived control over the interaction. Nevertheless, sometimes the information is not easy to find on a web site. Online buyers frequently complain that sites they would otherwise like to patro nize have

7、inadequate navigation and search engine capabilities. Focusing on the easy access and organization of information is thus an important but frequently under-emphasized web site design issue. IBM re-organized their site because it had become too complex and difficult to search; sales increased 400% al

8、most immediately. Also, to improve the organization of the official Olympics web site, IBM used click stream analysis to enable them to determine which pages were most frequently accessed; these popular pages were then moved closer to the top level of the web site. Another aspect of the importance o

9、f information to customers involves the interactivity of some e-commerce sites. For instance, when making plane reservations, online buyers feel that they can more fully investigate options than they can offline. In addition, information can be printed out and saved, something that cannot be done ba

10、sed on a phone conversation with a travel agent Along with text, information is also provided by appropriate use of graphics. Users do not want to see graphics they do not need, but they appreciate the opportunity to download larger pictures and different angles of pictures they want to see. Accordi

11、ng to BizR, consumers rate product representations the most important factor to them when purchasing online. Gallery Furniture, located in Houston, has placed cameras throughout the store and web users can click on a picture to move cameras around the store. With the increased ability to inspect pro

12、ducts from a remote location, Gallery has seen sales increase 20% to $120 million, more than recovering the $1 million to install the more than 48 cameras. A recently contracted with X to deploy “Image Pump,“ an innovation which allows consumers to zoom in and easily check out products as closely as

13、 they like with high resolution and at several angles; this service is important because it makes the website closer to the experience of in-store inspection. Before designing the mix of experiential vs. goal-focused features offered on a site, a company needs to understand the motivations of its us

14、ers. Too many companies have listened to the “3 Cs“ mantra: commerce, content, and community. Only experiential consumers are interested in content and community, and they are a minority of users. For goal-oriented users, e-tailors need to place priority on easy-to-access and easy-to-use information

15、 about products, selection, and customer service, not on content and community. The need for information and customer service is amplified by the fact that first-time buyers are common on the Internet. A Forrester study recently discovered that two-thirds of all e-commerce transactions are not compl

16、eted; of these transactions, about two-thirds are not completed because shoppers cannot find the information needed to complete the purchase. Too many web site designers continue to overlook the importance of the most basic building block of their web site: information about products and intuitive d

17、esign interfaces that facilitate easy use of the site for information search and completion of transactions. In addition to availability of information and ease of use, customer services extremely important. Most consumers want to serve themselves and will serve themselves by locating information as

18、 long as it is relatively easy to find. 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 responsive to their individual problems. Importantly, focus group participants

19、said that the first opportunity to cement them to an online brand came when there was a problem with the order; customer loyalty increased substantially when online buyers learned that customer service representatives were available online or at a 1-800 number and were willing and able to resolve th

20、e situation quickly. Conversely, online buyers who did not receive satisfaction at these critical incidents terminated their relationship; and they became willing to do business with a site that may charge more, but offers better customer service. Goal-oriented shoppers may visit a site several time

21、s before making purchase as they often look in short spaces of time, but make the actual purchase decision across several online sessions. Those sites that save a customers shopping cart still full even after a customer has left the site are responding tithe knowledge that online buyer often come ba

22、ck at a later time to complete the transaction. Personalization is seen as positive to users when it refers to features that increase the sense of user control and freedom, including order tracking, purchase histories, saving information for quicker transactions during future sessions, and opt-in e-

23、mail notification of new products and special deals. The online buyers participating in our focus groups saw personalization as negative, however, when it results in unsolicited offers or in users feeling less anonymous; such features are perceived to take away user control and freedom. One particip

24、ant noted that personalization gave him “that Big Brother feeling“ because onsite he does business with “is linked to other companies . . . It distributes your information all around so they know you even before you know them.“ Some features improve quickness for goal-oriented users without being pe

25、rsonalized. For instance, M uses Quick Shop, which allows customer to instantly purchase the most popular products from one page, and then promptly checkout in just one click. In sum, companies anxious to build “sticky“ experiential features into their site to encourage visitors to stay longer and v

26、isit more often may be overlooking the fact that transaction-oriented customers can build ties to anon line business over time when they are well-served. These customers are busy and are not likely to make the effort to switch or look for lower-price alternatives, as long as they can find the select

27、ion and information they want, make the transaction easily, and have it delivered in a timely fashion. In short, 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 brows

28、ing, being entertained, or interacting with other customers or service representatives on the site. 译文 网上购物的自由，控制和乐趣 资料来源 : California Management Review 作者 ： Mary Wolfinbarger Mary C Gilly 信息是一种重要的资源 ， 是消费者 在 使用电子零售 时的 一个目标导向的方式 ； 信息普及的原因是，许多买家将在互联网搜索和购买作为一个功利的活动。在网站上，搜索成本大大降低 ， 包括 改进不相关的信息，改进信息的组织，

29、更好的信息加工助剂。然而，大部分的资讯，有助于我们对消费者的重要焦点小组仅仅是提供信息，以前要么到互联网付出努力或无法找到。 互联网作为一种 媒介 ， 在 促进新产品开发的规格和价格 方面 相当不错， 从这个意义上说，媒介就是信息。除了产品信息， 信息 的 价格 往往是我们参与者所追求的， 而且 价格往往是 由 多个网站之间的比较 得来的 。与查找信息 方便 的重要性一 样 ， 能够在网站上找到 所需 包括制造商的网站 也 不一定是在线产品销售 是非常重要的 ，对于 大多数买家 而言能 增加他们的控制感。许多网上购房的事实，他们可以不必再通过销售人员（主要是 与 拥有有限的信息网站相比）的信息

30、直接 了解 ； 在网站上让消费者购买 时有 更多的互动 与 知觉控制。不过，有时信息是不容易 在 一个网站 上 找到 的 。在线购买网站 时，经常抱怨说，本来喜欢光顾 没 有导航和搜索引擎功能。易于访问和信息组织为重点 ， 是 一个重要 而且 经常在 设计 网站 时 强调 的问题。 IBM公司重新组织他们的网站，因为它已经变得过于复杂，难以检索 ； 销售额几乎立即 增长 了 400。此外，为了改善奥运会官方网站的组织， IBM使用点击流分析，以使他们能够确定哪些网页是最经常访问的， 然后 把 这些热门的网页移向 该 网站的顶层。 另一个重要的信息是给客户一些涉及到电子商务方面的互动。 例如，在

31、做平面预订，网上购买者认为，他们能够更充分地调查，他们可以选择离线。此外，信息可以打印出来并保存， 有时不能简单的用电话与旅行社交谈。 除了文字信息，还提供了图形的合理使用。 用户不希望看到他们并不需要的图形，但他们很高兴看到的有机会下载较大的图片和希望看到不同角度的照片。据 BizR，消费者网上购物最重要因素是产品利率。位于休斯顿画廊家具，已经把整个相机存储在网络，用户可以随意点击店内图片。随着能力的增加，可以检查远程位置的产品，画廊销售额增长了 20达至 1.2亿美元，多收回 100万元，安装摄像头超过 48个 。 A最近签约 X部署 “ 图像泵 ” ，一个创新，让消费者能够轻松地放大和容

32、易退房的产品，因为它们具有很高的分辨率和多个角度，这服务是重要的，因为它使网站更接近店内检验。 在设计之前，与网站上提供的经验为中心的功能组合，公司需要了解其用户的动机。太多的公司已听取了 “ 3C” 口头禅：商业，内容和社区。有兴趣体验的消费者只有在内容和社区，他们是少数用户。对于目标为导向的使用者，电子裁缝需要放在易于访问和优先易于使用的有关产品，选择和客户服务上，而不是内容和交流。可在因特网上，首次置业者对信息和客户服务需要的是事实 Forrester的研究最近发现，三分 之二的所有电子商务交易中有三分之二是没有完成，其中有交易，约三分之二没有完成，因为消费者无法找到所需的信息完成交易。

33、 太多的网站设计者继续忽视了对他们的网站最基本的组成部分的重要性：关于产品设计和直观的界面，方便的信息收索和交易完成后的网站容易使用的信息。 除了提供信息和易用性，客户服务非常重要。大多数消费者希望自助服务，或者通过查找比较容易找到资料。在线买家主要是不希望或渴望 “ 亲密接触 ”的服务，除非他们有任何问题或与客户服务，在这种情况下，他们期望回应他们一个相对迅速的答案。重要的是，与会者说，第一次有机会 巩固他们的网上品牌时，解决了一个秩序问题，客户的忠诚度大大提高，让网上买家了解到，客户服务代表可在网上或在 1-800 号和愿意并能够迅速解决的情况。相反，网上买家谁没有受到满意的答案，在这些关

34、键事件上就会终止他们之间的关系，他们愿意成为一个做网站，可以收取更多的费用，而且提供了更好的客户服务业务。 面向目标消费者购买前，可浏览，因为他们往往在很短的时间空间看一个网站好几次，但要在几个网上会议的实际购买决定。这些网站结算客户的购物车时还是满的，即使客户已经离开了网站的响应，网上买家经常会在稍后的时间来完成交易了 。个性化被看作是积极的用户所指的功能，增加用户的控制和自由，包括订单跟踪，购买历史感，在今后的会议上更快的交易资料，并选择在电子邮件和新产品的通知时特别优惠。 在我们的焦点团体参与网上买家看到消极的个性化，然而，当他在提供或不请自来的用户感觉不太匿名的结果；这些功能都被认为带

35、走用户控制和自由。 一位与会者指出，个性化给了他 “ 是大哥的感觉 ” ，因为他有业务现场与 “ 链接到其他公司 它的资料分发各地，让他们知道你或者让你了解他们。 ” 某些功能改善那些没有被个性化的目标为导向的用户。例如， M使用快速店，它允 许客户即时购买网页上最流行的产品，然后轻轻一击，及时 结账 。 总之，公司急于在自己的网站建立“粘性”体验功能，鼓励游客停留时间更长，更频繁的访问可能会忽视一个事实，即面向交易的客户可以随着时间的推移建立匿名电话业务关系时，良好的服务。 这些客户都很忙，不太可能做出努力，以开关或寻找低价格的替代品，只要他们能找到他们想要的信息选择和使交易方便，并使其及时送达。总之，提供及时的目标为导向的网络消费者他们想要什么，并解答查询创建忠诚，即使这些客户不感兴趣的浏览，得到了乐趣，或与其他客户或服务代表的相互作用该站点。