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外文原文 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 browsingwhen 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 stickaround 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 siteattributes 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 Interactives 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 enjoyable? 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 wouldnt 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 ShoppingEspecially 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. 中文翻译网上购物的自由、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；费雷斯特研究公司估计，今年互联网销售额是去年的20亿倍以上。相比之下，美国去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。专家和学者闷得争执消费者网上消费的百分比的可能上限。网上消费上限将超过其他直接营销的15%，或者如费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，很少有系统的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的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他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。同样，有时间保证和欲望刺激可以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、更大的网上购物满意度和更高可能性的购物冲动行为。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。零售消费者将功力购买描述为“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”“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表明，在线消费者趋向于专注目标。例如，持续时间在商店或在王章上停留，被电子商务业内人士成为“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，每周定期有Nielsen-NetRatings 公司提懂得数据显示，电子商务网站的“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分钟或更少时间。一每周平均花费在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。另一个线索是早气的重量级互联网用户有强烈的每部控制倾向，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）可挑剔（3）信息的实用（4）无社交。重要的是，消费者往往并明确的将这些以目标为导向的属性于更多兹有和控制联系起来。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兴趣而购买的购买者。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？体验购买者告诉我们他们喜欢：（1）拍卖；（2）作为爱好的参与；（3）逢低买进；总之，这些购物者着眼于“经验”，或者网上购物能和得到产品采购时获得的一样多的乐趣。表一。 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趣忠于经验为重要或比目的更重要研究方法 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。该项目是我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，姻为这些动机将影响到网站的属性和所需的购物者的经验。鉴于我们队消费者认知的兴趣和目前解决这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收者的一组。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个下线焦点小组（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，目的是创造一个设计年龄、性别、在线经验和在线购买产品的不同小组。我们的样本包括19-81岁的参加者；他们购买CD、书籍、软件、硬件、玩具、和旅游、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！ 网上订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它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呈现的社会惯例的抑制的对话。网上定性研究是唯一适合迷人的互联网悟性受访者。者是很大的吸引力，对他们来说，时间非常宝贵。同时。网上焦点