【導(dǎo)讀】相比之下，美國(guó)去年的整體零售銷售額達(dá)13萬(wàn)億。因此，目前電子商務(wù)的銷售額僅占零售銷售額的1%左右。網(wǎng)上消費(fèi)上限將超過(guò)其他直接營(yíng)銷的15%，或者如費(fèi)。在離線的環(huán)境中營(yíng)銷人員認(rèn)識(shí)到，消費(fèi)者不同的。體驗(yàn)行為特別可能發(fā)生在消費(fèi)者有一個(gè)持續(xù)的愛(ài)好型的興趣類別中。同樣，有時(shí)間保證和欲望刺激可以引起更。更積極的情緒、更大的網(wǎng)上購(gòu)物滿意度和更高可能性的購(gòu)物沖動(dòng)行為。因此，專注于目標(biāo)的購(gòu)物是以交易為導(dǎo)向，希望快速購(gòu)買他們想要的東西而無(wú)需焦。在我們最近的一項(xiàng)與1013哈里斯互動(dòng)在線事務(wù)。委員會(huì)成員進(jìn)行的網(wǎng)上調(diào)查中，71%的購(gòu)物者說(shuō)。已經(jīng)計(jì)劃過(guò)的，而29%說(shuō)當(dāng)他們提出購(gòu)買時(shí)他們已經(jīng)瀏覽過(guò)。向，并因此是目標(biāo)導(dǎo)向的人士。這項(xiàng)研究得到了資訊科技中心組織在美國(guó)加州大學(xué)歐文分校的支持。鑒于我們隊(duì)消費(fèi)者認(rèn)知的興趣和目前解決這問(wèn)題的定。此外，我們組織了兩個(gè)從哈里斯互動(dòng)網(wǎng)上招募的南加州離線焦點(diǎn)小組。

　　

【正文】 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 wouldn39。t buy in the other? While there was a protocol for the focus group questions, each focus group covered unique ground as participants39。 ments and answers would prompt followup 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 municate with the moderator behindthescenes, 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 puters, 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 together39。* and ultimately developed four categories of goaloriented motivations and three categories of experiential motivations. Table 2 shows how goaloriented and experiential motivations, characteristics, and attributes were contrasted and coded. In addition, we looked for connections or theoretical connections to goaloriented and experiential motivations, a process called iterative tacking. Rather than reporting specific tabulations, and in line with mon 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. GoalOriented Shopping Especially impressive is the frequency with which goaloriented 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 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.