1、 1 外文翻译 原 文 Relevant factors for promotion on-line shopping in Serbia analysis Materital: technics technologies education management Author: Dragica Radosav, Zeljko Eremic Abstract On-line purchase is the sphere that is getting on significance in companies business operations.Contemporary business m
2、illieu is faced up to frequent changes. The market has its own challenges,and companies are making efforts to meet them on the best possible way. In recent years very important is need for on-line purchase use understanding in order to achieve competitive advantage in goods and services trade. For g
3、ood business strategy building it is necessary to know factors that affect on-line shopping advancement and use relating existing knowledge. Influential factors on buyers attitude about on-line purchase are noted. It is observed that customers unwillingly give their credit cards numbers, but are ver
4、y interested in saving time while shopping, just as to have greater choice possibility, and thereby pay reduced prices for the same goods or service. Interesting field of this research is on-line purchase in Serbia and its object is useful information on substantial factors of on-line shopping gathe
5、red by presenting interviews and analysis results. The importance of the research is in acquiring knowledge about respondent categories tending to more positive view about on-line purchase and how person educated in informatics is influenced to recognize advantages of this way of buying. This knowle
6、dge are basic for essential business decision making. Polling carried out under research, included 974 respondent replies. It was executed by questionnaire distributed to e- mail respondents addresses and the very questionnaire was previously appropriately designed for the following statistical anal
7、ysis. The basic purpose of this research was, based on the analysis results, to point to statistically important influence of belonging to demographic category just as to question the impact of informatics technology using level on the respondents stand about on-line shopping. 2 Methods used for sta
8、tistical analysis were: Multivariate Tests, Multivariate Analysis of Variance and Tests of Between-Subjects Effects. The points of view on relevant factors for on-line purchase improvement were introduced as the result of different level of respondents computer literacy just as demographic categorie
9、s interviewing. Male persons in their fifties and secondaryschool education level who are e-banking services users have more affirmative attitude about money saving by using on-line purchase. Persons in their thirties and fifties consider that on-line shopping is time-saver and about security more d
10、efinite viewpoint have males who are already using Internet 5-10 years and besides are e-banking services users. Internet Using Frequency didnt have significant influence at the standpoint on any of these questions. It was concluded that belonging to some of the others respondents categories is stat
11、istically important to the attitude about money and time saving just as safety of the on-line purchase, which are notable factors for its improvement. Key words: on-line, shopping, security, privacy. 1. Introduction 1.1._On-line shopping as shopping model In order to understand on-line purchase as s
12、hopping model, the definition of e-trade may be cited. “Core definition of e-trade can be regarded buying and selling of products, services and information by networks. That means that e-trading is appearing concept which describes process of shopping and selling apropos exchange of products service
13、s and information by computer networks including Internet.”, 1. Present-day business models tend toward consumer roles as more essential. “Goal of new technology in business is connecting technological capabilities with something that consumer wish. The best business technological solutions are harm
14、onizing technological capabilities with wishes and needs of peoples as consumers, instead to change behavior of shoppers in conformity to new technological solutions (possible, but hard job). By understanding that consumers represents main resource of company, consumers are in the focus of all compa
15、nys business activities in goal to make superior values for consumers” , 2. 1.2._On-line shopping system On-line shopping represents connecting activity between consumers and sellers with interactive computer service (two way cable electronic system). These services are using for electronic catalogu
16、es of products and services presentation, 3. 3 One typical on-line purchase starts when user directly or indirectly (via search engine), enters to sellers Web site. When consumer is on desired location, most of sellers allow him to put in the chart chosen products or services, and to choose desired
17、pay method. Cash-in process follows when consumers data in necessary scope are collected, for paying and delivery, Next step is receiving e-mail with information about realized purchase by great deal of consumers. Some of shops realize credit card numbers delivery via phone, if they dont have confid
18、ence to e-mail communication security. While creating own on-line selling system it is required installing order generation system. Personalized relation with customers is the difference between electronic and traditional selling. Every action in area of e-trade must be synchronized with existing ac
19、tions inside company in order to achieve maximum efficiency. Also should not be forgotten that installing of those systems is very expensive and requires a lot of resources, 4. Existence of former consumers database and their transactions is key required resource, on which information necessary for
20、business decisions making are based. Besides 4, it is also important to set three subsystems: Electronic catalogue - that enables characteristics review of the observed product or service. This also includes electronic chart “Back office” system - generate orders, verify payments, realize supplies,
21、store managing and data on consumers updating systematize. User support - for the purpose of information offering to the users as soon as possible. 1.3._Characteristics of on-line shopping system According to 4, characteristics for on-line purchase system existence are: Easy data inserting and maint
22、enance on potential and already existing consumers, Sale planning and products stocks management, Fast and efficient orders generating, Fast service on consumers demand providing, Delivery monitoring Returned goods monitoring Invoices, payments and credits. 4 Databases on former consumers and their
23、transactions are necessary to be created or adopted. It is desirable to enable electronic payment and strictly take account of consumers private data security and privacy. 2._Methodological research scope Presented research of empiric theoretical character was performed by Internet interview and sho
24、uld give responses on some category respondents belonging influence regarding the viewpoint of on-line shopping advantages over classical purchase method. This research subject is chosen due to its more expressed influence on trade field and its development dynamic. Research planned by this project
25、enabled replies obtaining to different parameters influence: money and time saving just as on-line purchase safety relative to classical trade models. There is social, psychological, financial and technological aspect of the research subject. Wider subject of this research is defining respondent adh
26、erence to certain demographic groups influence and technologies using level influence on definite standpoint about on-line shopping preference in comparison with classical shopping. When more specific research subject was concretized and it was found that affirmative respondent view is influenced by
27、 their tendency to technology use level or adherence to certain category concerning: Money saving Time saving Safety feeling Similar researches were conducted abroad but with considerably greater sample, like the ones in 5. Researches performed in Serbia provides useful information although, by thei
28、r scope, cannot be compared with researches in developed counties. One of them is described in 6 as the example. 2.1._Research subject operation definition Owing to its complexity research subject was studied in all of its essential structure elements: In order to realize the research persons of dif
29、ferent computer literacy level and demographic groups inclined to cooperate in research were needed. On the lines of stated, persons out of the firm Getel d.o.o. from Sremska Kamenica, Serbia e-mail list were polled. 5 Decision to choose exactly on-line purchase as the research object is in the fact
30、 that this is the most common and the widest type of e-business. Average consumer in most cases has interaction precisely with this type of e-business, while other types of that kind have mainly less participant involved as they often requires computer literacy of a higher level. Research subject co
31、vers offered i.e. known characteristic of persons and their stands about on-line shopping. The importance of Information Technology using and qualification to the certain respondent category for on-line purchase improvement is approved by Multivariate Tests, Multivariate Analysis of Variance and Tes
32、ts of Between-Subjects Effects using (described in 8). All dimensions of the research subject relevant for defining statistically important influence of qualification to certain category and technique using level to on-line shopping efficiency was covered by the research. 2.2._The research goals Thi
33、s research basic goal was to determine statistically important influence of qualifications to demographic category and informatics technology using level to respondents viewpoint about on-line purchase based on theoretical researches and analysis results. Close to basic research goal also secondary
34、goals were set: To question and define respondents qualification to demographic category and information technology using level influence to their attitude about money saving when using on-line shopping. To question and define respondents qualification to demographic category and information technol
35、ogy using level influence to their standpoint about time saving when using on-line purchase. To question and define respondents qualification to demographic category and information technology using level influence to their viewpoint about safety when using on-line shopping. The purpose of the obtai
36、ned results based on stated goals is to help marketing experts in Serbia, to involve this knowledge in their on-line purchase development strategies. 2.3._The research hypothesis General and sub-hypothesis were set based on former researches results and what was stated in research subject and after
37、that highlighted in research goals and tasks. 6 This research project general hypothesis is “Qualification of examinee to specific demographic category, and his level of using IT have statistically significant influence to positive attitude about on-line shopping.” Sub-hypothesis should approve or d
38、isapprove existence of: Affirmative stand about money saving while on-line purchasing Positive view about time saving while on-line shopping Affirmative attitude about safety while online Purchasing. 2.4._The way of choice, the size and the construction of a sample Research samples are represented b
39、y Internet users registered in Getel d.o.o. company form Sremska Kamenica electronic contacts database, the firm engaged in selling products via Internet. Examinees previously gave consent to their addresses storage in Getel d.o.o. company database. Sample was made out of respondents from all parts
40、of Serbia and the research was executed by mid-2008. It was questioned 974 of different gender, age and education level examinees. The respondents were also contrasted regarding frequency and Internet duration using just as if they are e-banking services users. Collected data on examinees were prese
41、nted through diagrams. Some respondent categories were presented in sample concerning Gender , Education, Age, Internet Using Frequency, Internet Using Duration and E-banking Services Using . To the question if they are e-banking services users the examinees replied Yes or No. 2.5._Techniques, proce
42、dures and measuring instruments of the research On-line poll was used in the research and all needed information storage. Information received were inserted in database and driven into software environment for statistical processing SPSS (Statistical Package for the Social Sciences 8). 2.6._Research
43、 variables The research includes more variables divided in two groups: dependent and independent ones. Independent variables are respondents characteristics and dependent ones cover their views concerning factors that affect on-line shopping advantages as compared to classical purchasing models. Ind
44、ependent variables are: Gender Education 7 Age Internet Using Frequency Internet Using Duration E-banking Services User Dependent variables are: Standpoint on money saving by on-line purchasing as against classical shopping models Viewpoint on time saving by on-line shopping regarding classical purc
45、hasing models Stand about safety when on-line purchasing as compared to 2.7._Data Analyze To study independent variables influence to set of dependent variables method of Multivariate analysis of variance has been used. Each of independent variable influence to all three variables of attitudes about
46、 on-line shopping was individually under observation. Wilks Lambda test was applied to examine important difference between heterogeneous categories of respondents and three views about on-line purchasing variables jointly observed (money and time saving and safety). This Multivariate Statistical Te
47、st was applied in order to diminish probability of making the error on incorrect discarding zero hypothesis that appear when greater number of differences were individually tested. The importance of differences between examinees distinct categories concerning individual stand variables was examined
48、by F-tests. For testing importance of differences among pairs of ob served groups it was used Tests of Between-Subjects Effects. Three of these quite different testes were applied, and are distinguished by strictness i.e. false important results avoiding error probability (Scheffes test as the stric
49、test, Tukey as less strict and LSD one as the least strict). 3._On-line interviewing system 3.1._On-line interviewing system realization System used for interviewing realization in this research was designed and created especially for this purpose by the author of the project. Prior conditions required for this system realization were: Database with sufficient numbers of respondents e-mail contacts Web site that enables poll setting in HTML page form 8 E-mail server for sending e-mails to respondents Database ready for information storage rece
