1、1外文翻译原文CONSUMERMOTIVATIONSFORONLINESHOPPINGMATERIALSOURCEWWWKETTERINGEDUAUTHORMARYWOLFINBARGER,MARYGILLYABSTRACTCONSUMERSSHOPONLINEFORGOALORIENTED,INSTRUMENTALREASONS,ANDFOREXPERIENTIALREASONSHOWEVER,GOALORIENTEDMOTIVESAREMORECOMMONAMONGONLINESHOPPERSTHANAREEXPERIENTIALMOTIVESBASEDONOUREXPLORATORYRE
2、SEARCHOFONLINESHOPPINGUSING5OFFLINEAND4ONLINEFOCUSGROUPSCONDUCTEDINCONJUNCTIONWITHHARRISINTERACTIVE,WEIDENTIFYANDDISCUSSATTRIBUTESTHATFACILITATEGOALORIENTEDONLINESHOPPING,INCLUDINGACCESSIBILITY/CONVENIENCE,SELECTION,INFORMATIONAVAILABILITYANDLACKOFUNWANTEDSOCIALITYFROMRETAILSALESHELPORSHOPPINGPARTNE
3、RSSUCHASSPOUSESTHEGOALORIENTEDCHARACTERISTICSOFONLINESHOPPINGCOLLECTIVELYRESULTINANEXPERIENCETHATISINVOLVINGFORBUYERS,BUTWHICHRESULTSINLOWCOMMITMENTTOPURCHASINGBUYERSSHOPWHENANDWHERETHEYWANT,ANDARECOMFORTABLEABANDONINGASITEANDPRODUCTSPLACEDINASHOPPINGCARTEITHERONAWHIMORTOFURTHERCONSIDERTHEIRPURCHASE
4、CONSUMERSOFTENUSETHEWORDS“FREEDOM“AND“CONTROL“INEXPLAININGTHEVALUEOFONLINESHOPPINGWHILECONSUMERSAREMORELIKELYTODESCRIBEOFFLINERATHERTHANONLINESHOPPINGINEXPERIENTIALTERMS,WEFINDEVIDENCEOFEXPERIENTIALMOTIVATIONSFORONLINESHOPPINGEMERGINGWEOFFERMANAGERIALIMPLICATIONSFORCULTIVATINGGOALORIENTEDANDEXPERIEN
5、TIALONLINEBUYERSINTRODUCTIONTHENUMBEROFCONSUMERSBUYINGONLINE,ANDTHEAMOUNTBEINGSPENTBYONLINEBUYERSHASBEENONTHERISEFORRESTERRESEARCHHASESTIMATEDINTERNETSALESIN1999TOBEMORETHANDOUBLETHATOF1998,20BILLIONSEEESTIMATESATWWWFORRESTERCOMDESPITETHEHYPEANDTHEGROWTH,CONSUMERECOMMERCESALESCURRENTLYACCOUNTFORLESS
6、THAN1OFRETAILSALES,ANDEXPERTSANDSCHOLARSHAVEARGUEDOVERTHEPOSSIBLEUPPERLIMITTOTHEPERCENTAGEOFCONSUMERONLINESPENDING2ULTIMATELY,THEDEGREETOWHICHONLINEANDOFFLINESHOPPINGFULFILLVARIOUSCONSUMERNEEDSBOTHGOALORIENTEDANDEXPERIENTIALISLIKELYTOIMPACTTHEAMOUNTOFSHOPPINGDOLLARSTHATCONSUMERSWILLCHOOSETOSPENDINEA
7、CHENVIRONMENTINARGUABLY,ONLINEANDOFFLINEENVIRONMENTSPRESENTDIFFERENTSHOPPINGEXPERIENCESEVENWHENTHESAMEPRODUCTSCANBEPURCHASEDCONSUMERSSHOPWITHUTILITARIAN,GOALDRIVENMOTIVESASWELLASFOREXPERIENTIALMOTIVES,SUCHASFUNANDENTERTAINMENTINSUM,THEYSHOPTOACQUIREPRODUCTSORTHEYSHOPTOSHOPBABIN,DARDENANDGRIFFEN1994B
8、LOCHANDRICHENS1983HIRSCHMAN1984HIRSCHMANANDHOLBROOK1982HOFFMANANDNOVAK1996SCHLOSSERANDKANFER1999BASEDONOURRESEARCH,WESUGGESTTHATONLINEANDOFFLINESHOPPINGEXPERIENCESAREPERCEIVEDANDEVALUATEDBYSHOPPERSWITHRESPECTTOTHEIRABILITYTODELIVERSATISFACTIONONTWODIMENSIONS1GOALFULFILLMENTAND2EXPERIENCERELATEDOUTCO
9、MESOURRESEARCHSUGGESTSTHATGOALDIRECTEDMOTIVATIONSAREMORELIKELYTOBESATISFIEDONLINEWHILEEXPERIENTIALSHOPPINGMOTIVESAREMORELIKELYTOBEASSOCIATEDWITHOFFLINESHOPPINGNEVERTHELESS,THEREAREONLINEBUYERSWHOREPORTEDTOUSTHATTHEYSHOPFORFUNTYPICALLYTHEYSHOPAUCTIONSITES,ENGAGEINONGOINGHOBBYTYPEINTERESTSSEEBLOCH,SHE
10、RRELLANDRIDGEWAY1986FORADISCUSSIONOFOFFLINEHOBBYBEHAVIORORENJOYTHETHRILLOFLOOKINGFORBARGAINSRESEARCHMETHODTHISRESEARCHREPRESENTSTHEFIRSTPHASEOFARESEARCHPLANINTENDEDULTIMATELYTOIDENTIFYANDMEASURETHECONSUMEREXPERIENCESANDWEBSITEATTRIBUTESTHATAREASSOCIATEDWITHQUALITYANDSATISFACTIONINTHISFIRSTPHASE,WEDE
11、SIREDTOUNDERSTANDMOTIVATIONS,ATTITUDESANDBEHAVIOROFCONSUMERSFROMAPHENOMENOLOGICALPOINTOFVIEWASEXPERIENCEDANDEXPLAINEDBYCONSUMERSFIVEOFFLINEANDFOURONLINEFOCUSGROUPSOFONLINEBUYERSWERERECRUITEDBYHARRISINTERACTIVEWHOMAINTAINSAPANELOFABOUT5MILLIONONLINECONSUMERSWEBELIEVETHEIMPORTANCEOFVARIOUSATTRIBUTESAS
12、SOCIATEDWITHQUALITYWILLVARYSOMEWHATDEPENDINGONTHEMOTIVATIONFORONLINESHOPPINGHOFFMANANDNOVAK1996HOFFMAN,NOVAKANDSCHLOSSER2000SCHLOSSERANDKANFER1999THERESEARCHREPORTEDHEREFOCUSESONTHESEMOTIVATIONSANDTHEATTRIBUTESTHATSUPPORTTHESEMOTIVATIONSACCORDINGTOONLINECONSUMERSBOTHRESEARCHERSATTENDEDOR“LURKED“LOGG
13、EDINWITHOUTBEINGVISIBLETOPARTICIPANTSINALLFOCUSGROUPSTHERESEARCHERSMODERATEDTHEFIVEOFFLINEGROUPS,WHICHWEREBOTHAUDIOANDVIDEOTAPEDINTHEFOURONLINEGROUPS,APROFESSIONAL3MODERATORRANTHEGROUPS,WHILEBOTHRESEARCHERS“LURKED“THEONLINEGROUPSAREHELDINREALTIMEINA“CHATROOM“FORMATOURYOUNGESTINFORMANTWAS19ANDOUROLDE
14、STWAS81FOCUSGROUPPARTICIPANTSWERECHOSENTO1MAXIMIZETHEVARIETYOFAGEGROUPSOVERAGE18,2INCLUDEBOTHMENANDWOMEN,3SOLICITPARTICIPANTSWHOCOLLECTIVELYHADENGAGEDINPURCHASESINTHETOPCATEGORIESBOOKS,CDS,COMPUTERSANDSOFTWARE,TRAVEL,ANDONLINEAUCTIONSASWELL,DURINGTHEIRFOCUSGROUPS,INFORMANTSREPORTEDPURCHASESINAVARIET
15、YOFOTHERPURCHASECATEGORIESINCLUDINGONLINESTOCKTRADING,CARS,AMMUNITION,TOYS,CLOTHING,GROCERIES,ANDBUYINGJEWELRYFROMTHEHOMESHOPPINGNETWORKONEPARTICIPANTEVENBOUGHTHISHOUSEONLINETHEOFFLINEGROUPSWEREBASEDINSOUTHERNCALIFORNIA,BUTTHEONLINEGROUPSINCLUDEDPARTICIPANTSFROMACROSSTHEUNITEDSTATESINCLUDEDRURALAREA
16、SANDATLEASTONECANADIANONLINEQUALITATIVERESEARCHMETHODOLOGIESEVOKEDIALOGUESTHATAREHONEST,DIRECT,ANDSOMEWHATLESSCONSTRAINEDBYSOCIALCONVENTIONSPRESENTINTRADITIONALFOCUSGROUPSMONTOYAWEISS,MASSEYANDCLAPPER1998ONLINEQUALITATIVERESEARCHISUNIQUELYSUITEDFORENGAGINGINTERNETSAVVYRESPONDENTSITISESPECIALLYAPPEAL
17、INGTOTHOSEFORWHOMTIMEISATAPREMIUMITALSOREACHESAUDIENCESNOTGENERALLYREACHEDBYTRADITIONALFACETOFACEFOCUSGROUPS,INCLUDINGTHOSEINOUTLYINGAREASANDRESPONDENTSWHOAREHOMEBOUNDTHEORETICALCATEGORIESBOTHEXISTEDAPRIORIANDEMERGEDDURINGCODINGANDANALYSISOFTRANSCRIPTSWELOOKEDFOREXCEPTIONSTOOURTENTATIVEFINDINGSARNOU
18、LDANDWALLENDORF1994GLASERANDSTRAUSS1967MILESANDHUBERMAN1984SPIGGLE1994OURPRIMARYTHEORETICALCATEGORIESFORTHISANALYSISINVOLVEREPORTEDGOALDIRECTEDSEARCHVSEXPERIENTIALBROWSING/BUYINGBEHAVIOR,ASWELLASTHEATTRIBUTESANDOUTCOMESTHATAREASSOCIATEDWITHTHOSEBEHAVIORSASECONDANALYSISISCURRENTLYUNDERWAYWHICHIDENTIF
19、IESALLTHEATTRIBUTESONLINECONSUMERSASSOCIATEWITHSATISFACTIONANDOVERALLTRANSACTIONQUALITYGOALDIRECTEDSEARCHVSEXPERIENTIALBROWSINGOURRESEARCHSUGGESTSTHATACCESSIBILITY,CONVENIENCE,SELECTION,INFORMATIONAVAILABILITY,CONTROLOFSOCIALITY,LOWCOMMITMENTTOTHEEXPERIENCEANDMOREGENERALLY,ASENSEOFFREEDOMANDCONTROLA
20、LLMARKGOALDIRECTEDBUYINGSEETABLEMOREOVER,THESEATTRIBUTESTHATAREASSOCIATEDWITHGOALDIRECTEDSEARCHAREMORELIKELYTOBEASSOCIATEDWITHONLINEASCOMPAREDTOOFFLINESHOPPINGSEESOLOMON1999CONCERNINGGOALDIRECTEDSEARCH4WHILEOFFLINESHOPPINGISMORELIKELYTOBEASSOCIATEDWITHEXPERIENTIALBENEFITS,SOMEONLINEBUYERSNEVERTHELES
21、SDESCRIBEONLINESHOPPINGASBEINGENJOYABLE,FUN,ANDEVENSOCIABLECOLLECTORS,HOBBYISTSANDEBAYSHOPPERSSOMETIMESFORMEDRELATIONSHIPSWITHTHOSEWHOSHAREDTHEIRINTERESTSONLINEINADDITIONTOSOCIALILTY,ONLINEBUYERSTOLDUSTHEYENGAGEINEXPERIENTIALBROWSINGFORTHREEREASONS1AUCTIONACTIVITIES2ONGOINGHOBBYTYPESEARCHSIMILARTOOF
22、FLINEBEHAVIORDESCRIBEDBYBLOCH,SHERRELLANDRIDGEWAY1986AND3BARGAINHUNTINGWHATDOAUCTIONSOFFERCONSUMERSPOSITIVESURPRISEBABIN,DARDENANDGRIFFEN1994ISAMAJORBENEFITOFAUCTIONSITESHOBBYISTSHOPPERSFREQUENTLYANDREGULARLYCHECKSITESOFINTERESTANOTHERACTIVITYTHATRESULTSINEXPERIENTIALONLINEISLOOKINGFORGREATDEALSCONS
23、ISTENTWITHOUROBSERVATIONSTHATDISCOUNTSHOPPINGISASSOCIATEDWITHEXPERIENTIALBUYINGBEHAVIOR,GOALORIENTEDSHOPPERSAREACTUALLYLESSLIKELYTOUSESHOPPINGAGENTSTHANARETHEEXPERIENTIALSHOPPERSWEINTERVIEWEDTHEEXPERIENTIALSHOPPERSENJOYTHEFUNOFSURFINGVARIOUSSITESANDFINDINGTHEBESTDEALSASWELL,BASEDONEMPIRICALRESEARCH,
24、BABIN,DARDENANDGRIFFEN1994IDENTIFYBARGAINSHOPPINGINOFFLINERETAILINGASBEINGEXPERIENTIALTHEPREVALENCEOFGOALDIRECTEDBUYINGONTHEINTERNETRECENTMARKETRESEARCHASWELLASOURFOCUSGROUPSINDICATETHATAMAJORITYOFINTERNETBUYERSAREGOALORIENTEDRATHERTHANTHEBEINGEXPERIENTIALFORINSTANCE,JUPITERCOMMUNICATIONSSOLOMON1999
25、REPORTSTHAT77OFSHOPPERSGOONLINEWITHASPECIFICPURCHASEINMINDCURRENTLY,WEEKLYDATAPROVIDEDPUBLICLYONNIELSENNETRATINGSWEBSITEREGULARLYSHOWTHATTHE“STICKINESS“ORINOTHERWORDS,TIMESPENTATANECOMMERCEWEBSITEDURINGAVISIT,ISLIMITEDTHELENGTHOFVISITSATTHETOPECOMMERCESITESWITHTHESIGNIFICANTEXCEPTIONOFTHEMORE“EXPERI
26、ENTIAL“SITEEBAYISLARGELY10MINUTESORSO,SUGGESTINGTHATCONSUMERONLINEBUYINGBEHAVIORTENDSTOLARGELYBEFOCUSEDANDGOALORIENTEDGOALORIENTEDORUTILITARIANSHOPPINGHASBEENDESCRIBEDBYVARIOUSMARKETINGSCHOLARSASTASKORIENTED,EFFICIENT,RATIONAL,ANDDELIBERATECFBABIN,DARDENANDGRIFFEN1994BATRAANDAHTOLA1991HOFFMANANDNOVA
27、K1996SHERRY1990THEONLINEMEDIUMFACILITATESTHISTASKORIENTATIONASSEARCHCOSTSAREDRAMATICALLYREDUCEDKLEIN1998MOREOVER,MANYUSERSCURRENTLYPREFERTOUNDERTAKEEFFICIENTLINEARSEARCHESONTHEINTERNETUSINGTHEFEWESTNUMBEROFCLICKSTOGETTOTHEINFORMATIONTHEYWANTHOQUEANDLOHSE1999CONSISTENTWITHTHISGOALORIENTATIONPERSPECTI
28、VE,CONSUMERSMORELIKELYTOBUYONTHEINTERNETARELIKELY5TOBETIMESTARVEDBELLMAN,LOHSEANDJOHNSON1999INFACT,ONLINEBUYERSOFTENTOLDUSTHATTHEYDIDNOTNECESSARILYTHINKOFBUYINGONTHENETAS“SHOPPING“RATHER,THEYTHINKOFITAS“BUYING”ASWELL,ONLINEBUYERSOFTENSAIDTHEYDECIDEDTOGOONLINETOSHOPONLYWHENTHEYHADASPECIFICPURCHASEINM
29、IND,DESCRIBINGONLINEBUYINGASCONSISTINGLARGELYOFPLANNEDPURCHASESWESPECIFICALLYASKEDONLINEBUYERSIFTHEYAREMOREIMPULSIVEWHILESHOPPINGONLINEOROFFLINEANDWEREOVERWHELMINGLYINFORMEDTHATSHOPPERSAREMOREIMPULSIVEOFFLINEOURONLINECONSUMERSREPORTTHATGOALDIRECTEDBUYINGISFACILITATEDONLINESPECIFICALLYBECAUSEOF1CONVE
30、NIENCEANDACCESSIBILITY2UNIQUEANDBROADSELECTION3AVAILABILITYOFACCURATEANDCOMPREHENSIVEINFORMATIONAND4LACKOFSOCIALITYFROMSALESPEOPLE,RETAILWORKERS,SPOUSESANDKIDSEACHOFTHESEGOALORIENTEDATTRIBUTESWASEXPLICITLYASSOCIATEDBYONLINECONSUMERSWITHFREEDOMANDCONTROLCONSISTENTWITHTHEIMPORTANCEOFFREEDOMANDCONTROLT
31、OMANYONLINESHOPPERS,HOFFMAN,NOVAKANDSCHLOSSER2000FINDTHATLONGERANDHEAVIERUSERSOFTHEINTERNETREPORTASIGNIFICANTLYHIGHERINTERNALLOCUSOFCONTROLTHANDONONUSERSRELATEDTOTHEIDEASOFFREEDOMANDCONTROL,SHOPPERSREPORTEDTOUSTHATTHEYFEELLITTLEPRESSURETOBUYONLINE,WHEREASOFFLINETHEYAREDISAPPOINTEDIFTHEYCOMEHOMEEMPTY
32、HANDEDTHEYOFTENSHOPPEDINWHATEVERMOMENTSTHEYHADFREETOLOOKFORINFORMATION,SHOPPEDFORANITEMACROSSMULTIPLEONLINESESSIONSTHATINCLUDEDOFFLINELOOKING,ANDFEELCOMFORTABLEABANDONINGONLINESHOPPINGCARTS,ESPECIALLYGIVENHOWEASYITISTORETURNTOTHESITEANDMAKETHEPURCHASELATERIFTHEYWANTTHUSGOALORIENTEDBUYERS“NIBBLE“OR“S
33、NACK“ONCOMMERCIALWEBSITESTHUS,ANDPARADOXICALLY,MANYONLINESHOPPERSAPPEARENGAGEIN“LOWCOMMITMENT,HIGHINVOLVEMENT“BEHAVIOR,ASTHEYEASILYLEAVEASITEWITHOUTPURCHASING,BUTFINDTHEIRONLINESHOPPINGTRIPSINTERESTING,INFORMATIVE,USEFULANDINVOLVINGCONCLUSIONDESIGNINGFORGOALORIENTEDANDEXPERIENTIALCONSUMERSEXPERIENTI
34、ALBROWSINGBEHAVIORISDESIRABLEONLINEASITHASBEENASSOCIATEDINOFFLINEENVIRONMENTSWITHINCREASEDIMPULSEPURCHASES,ANDMOREFREQUENTVISITSBABIN,DARDENANDGRIFFEN1994MOREOVER,ASYOUNGERSURFERSBECOMEFULLFLEDGEDCONSUMERS,EXPERIENTIALBENEFITSFORINSTANCE,STREAMINGVIDEO,COMMUNITY,FORUMS,GAMES,AUCTIONMAYBECOMEMOREDESI
35、RABLEATWEBSITESBEFOREEMPHASIZINGSUCHBENEFITS,HOWEVER,SITESNEEDTOIDENTIFYABASEOFUSERSWHOAREREGULARVISITORSANDWHOAREINVOLVEDWITHTHEPRODUCTCATEGORYPRODUCTSANDSERVICESWITHAHOBBYISTORENTHUSIASTBASEARENATURALMATCHESFORSITESTHATMIX6ECOMMERCEWITHEXPERIENTIALCONTENTANDCOMMUNITYBEFOREDESIGNINGTHEMIXOFEXPERIEN
36、TIALVSGOALFOCUSEDFEATURESOFFEREDONASITE,ACOMPANYNEEDSTOUNDERSTANDBOTHITSPRODUCTSANDITSUSERSAVERAGETIMESPENTONTHESITESBYUSERSISASSOCIATEDWITHGOALVSEXPERIENTIALORIENTATIONTHUS,USINGCLICKSTREAMDATA,COMPANIESSHOULDBEABLETOESTIMATETHEPERCENTAGEOFSHOPPERSANDBUYERSWHOAREGOALORIENTEDVSEXPERIENTIALADDITIONAL
37、LY,WEBSITEDESIGNANDSTRATEGYISSUESSHOULDBEBASEDONMOTIVATIONSANDSATISFIERSFORONLINEBUYERSFOREXAMPLE,ONLINEBUYERSLARGELYDONOTEXPECTORDESIRE“HIGHTOUCH“SERVICEUNLESSTHEYHAVEQUESTIONSORPROBLEMSWITHCUSTOMERSERVICE,INWHICHCASETHEYEXPECTRELATIVELYSPEEDYANSWERSWITHIN24HOURSRESPONSIVETOTHEIRINDIVIDUALPROBLEMSA
38、NYFEATURESTHATINCREASETHESENSEOFUSERCONTROLANDFREEDOM,INCLUDINGORDERTRACKING,PURCHASEHISTORIES,SAVINGINFORMATIONTOFACILITATESPEEDINFUTURESESSIONS,ANDOPTINEMAILNOTIFICATIONOFNEWPRODUCTSANDSPECIALDEALS,INCREASETHESATISFACTIONOFGOALORIENTEDUSERSTHEIMPORTANCEOFPOSTINGACCURATE,RELEVANTANDWHENREQUESTEDCOM
39、PREHENSIVEINFORMATIONABOUTPRODUCTSCANNOTBEOVEREMPHASIZEDBYECOMMERCESITESINSUM,COMPANIESANXIOUSTOBUILDEXPERIENTIALFEATURESANDENCOURAGECUSTOMERSTOSPENDLONGERTIMESATTHEIRSITEORINCREASING“STICKINESS“ASWIDELYENCOURAGEDININDUSTRYPUBLICATIONSMAYBEOVERLOOKINGTHEFACTTHATTRANSACTIONORIENTEDCUSTOMERSCANBUILDTI
40、ESTOANONLINEBUSINESSEVENWHENTHEYDONOTSPENDMUCHTIMEATASITEOFFERINGGOALORIENTEDONLINECONSUMERSWHATTHEYWANT,WHENTHEYWANTIT,ANDANSWERINGINQUIRIESINATIMELYFASHIONCREATESLOYALTY,EVENIFTHESECUSTOMERSARENOTINTERESTEDINBEINGENTERTAINEDWHILESHOPPINGONLINE译文网络购物的消费动机资料来源WWWKETTERINGEDU作者玛丽沃芬博格，玛丽吉莉摘要消费者网络购物有许多
41、原因，例如目标指向，工具理性，经验理性等。然而，在网络购物的消费者中，目标指向动机要远远多于经验动机。根据我们和HARRISINTERACTIVE公司针对5个线下购物和4个网络购物的目标群体的探索性试7验，我们认识和讨论了目标指向网络购物的便利性属性，其中包括可达性和便捷性，可选择性，信息可用性，以及较少地来自零售商和配偶等的影响。网络购物的目标指向特性全部体现在买家的经验，而非购买过程中的消费承诺。购买者可以在他们想要的任何时候任何地方购买物品，不管是出于一时的兴起，抑或是为了将来考虑，他们都可以很舒服地把货物放入购物车里。消费者通常用“自由”和“易操控”来解释网络购物的价值。然而，从经验上
42、来说，消费者更喜欢描述线下购物，而非网络购物。我们找到了网络购物的经验动机出现的证据。所以，为培养网络消费者的目标导向和经验导向，我们采用管理暗示的方式。引言网络购物的消费者数量，以及网络购物者的消费数额都在增加根据福里斯特的调查估计，1999年网络购物的消费额是1998年的两倍多，达到200亿美元（详情请点击WWWFORRESTERCOM）。尽管这些增长是激动人心的，但是，电子商务销售只占零售额的1不到，专家学者也就网络消费的上限比例进行了讨论。最终，网络与实体购物可以满足各种顾客不管是目标指向还是经验性的的需求，这个角度可能会影响到顾客在选择不同消费环境下的消费额。无可非议，即使可以购买相
43、同的物品，网络与实体购物两种环境还是带来了不同的购物经历。消费者购物是带着实用主义，目标驱动动机以及经验动机的目的的，比如说为了乐趣或者娱乐；总之，他们为了得到商品而购物，或者是为了购物而购物（BABIN,DARDENANDGRIFFEN1994BLOCHANDRICHENS1983HIRSCHMAN1984HIRSCHMANANDHOLBROOK1982HOFFMANANDNOVAK1996SCHLOSSERANDKANFER1999）根据我们的调查，我们认为，消费者可以通过以下两方面来获得对网络和线下购物满意，从而来理解和评价网络和实体购物的经历（1）目标的满足程度；（2）与经验相关的结果
44、。我们的调查结果显示，以目标指向为动机的消费者更容易从网络购物中得到满足，而以经验为动机的消费者，更愿意选择线下购物。尽管如此，有消费者告诉我们他们购物是为了乐趣；比较典性的如拍卖，享受这种兴趣（SEEBLOCH,SHERRELLANDRIDGEWAY1986FORADISCUSSIONOFOFFLINEHOBBYBEHAVIOR），或者从寻找特价商品中享受刺激。研究方法此研究是旨在确认和度量消费经历以及与质量及满意度相关的网站特性的研究计划中的第一阶段，在此阶段中，我们期望从现象学的角度去理解消费者8的消费动机，消费态度，以及消费行为（如消费者所经历和解释的）。维护了500万网络消费者的消费
45、调查的HARRISINTERACTIVE征募了5个实体购物者和4个网络购物者。我们相信，与质量有关的各种特性的重要性将会因网络购物的动因不同而略有不同HOFFMANANDNOVAK1996HOFFMAN,NOVAKANDSCHLOSSER2000SCHLOSSERANDKANFER1999这项研究报告主要关注这些动机以及支持网络消费者动机的属性。所有研究者都参与或者潜伏（参与但不可见）在各目标群体中。研究者通过录音或录像来审核5个线下购物组。在4个网络购物组中，一位专业审核员管理这些组，而所有研究者都是“潜伏”的。所有的网络购物者都被安排在一个预先设定的实时“聊天室”里；我们最年轻的信息提供者
46、只有19岁而最老的有81岁。目标群体参与者的挑选要满足以下条件（1）尽可能多地涵盖18岁以上的所有年龄段；（2）包括女士和先生；（3）购买过前十类商品书，CD，电脑和软件，旅行和网上拍卖。另外，在各自的目标群体里面，信息提供者还告知购买过其它各种各样的目录商品，包括网络股票交易，小汽车，军火弹药，玩具，衣服，百货用品，一个参与者甚至及从家庭购物网络中购买珠宝；其中一个参与者竟然从网上购买了房子线下购物群体全部来自南加州，而网络购物群体包括了来自整个美国（包括偏远地区）的参与者以及至少一个加拿大人。网络定性研究方法引起了诚实，直接和不受社会约定束缚的对话，这种社会约定束缚体现于传统购物群体里MO
47、NTOYAWEISS,MASSEYANDCLAPPER1998。网络定性研究仅适用于那些对互联网有一定了解的调查对象。它尤其对时间就是金钱的人最为有吸引力。这种研究方法也能涉及到那些通过传统面对面购物的目标群体，包括那些边远地区的人，以及闭门在家者。存在于推理且在脚本破译分析过程中出现的理论性分类。我们寻找了试验性结果的外列ARNOULDANDWALLENDORF1994GLASERANDSTRAUSS1967MILESANDHUBERMAN1984SPIGGLE1994对于这些分析报告，我们主要的理论分类包括已报告的目标导向寻求和经验性浏览/购买行为的对比，以及和这些行为有关的特性与结果。目
48、前在进行的第二个分析的目的在于确认这些与满意度和整体质量有关的网络消费者所具有的特性。目标导向性检索VS经验性浏览我们的研究显示，可达性性，便利性，可选择性，信息可用性，社会可控性，少受经验的限制性以及更广泛性，以及自由感和可控制性等等这些特性都与目标导向性检索联系起来，且与线下购买相比，这些目标导向性检索更可能与网络购物有关联。（参照SOLOMON1999年，关于目标导向的调查）9线下购物更可能和经验受益有关，因而一些网络购物者把网络购物描述为愉悦，乐趣，甚至交际。收集者，业余爱好者以及EBAY购物者有时候会和那些在线分享他们兴趣的人产生联系。除了社交，网络消费者还告诉我们其参与经验浏览有如
49、下三个原因（1）拍卖活动；（2）持续的爱好性搜索（类似BLOCK,SHERRELL和RIDGEWAY1986年所描述的线下行为）；（3）寻找特价物品。拍卖到底带给了消费者什么纯粹的惊喜BABIN,DARDENANDGRIFFEN1994是拍卖网站最大的好处。购物爱好者经常和定期地浏览他们感兴趣的网站。另一个经验性网购活动就是寻找大宗交易。与我们的意见一致的是，折扣性购买与经验性购买行为相关，而实际上，比起我们所采访的经验性消费者，目标导向的购买者则较少用代购；经验性购买者享受着冲浪在不同的网站上的乐趣，同时寻找着最好的交易；同样，基于实验性的研究，BABIN,DARDEN和GRIFFEN199
50、4指出，特价购买同时存在于线下零售购买和经验性购买。网络目标导向性购买的盛行最近的一项市场调查，以及我们的目标群体研究都表明，大多数的互联网消费者是目标导向型而非经验导向型。例如，JUPITERCOMMUNICATIONSSOLOMON1999报告称，有77的网络购物者都有明确的购物目的。最近，公开在NIELSENNETRATINGS网站上的一周数字显示，“粘滞性”，或者用其它的词，只是为了打发时间而浏览电子商务网站的人，是有限的；在排名最前的电子商务网站（偏向于“经验型”的EBAY网是个显著的例外）停留的时间最长为10分钟左右，这表明消费者网络消费行为趋向于更多地集中在目标导向上。很多市场学
