消费者的决策过程和在线购买行为外文翻译.docx

消费者的决策过程和在线购买行为外文翻译.docx

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消费者的决策过程和在线购买行为外文翻译

标题：

Consumers’Decision-MakingProcessandTheirOnlineShoppingBehavior

原文：

Introduction

Amongallpossibleadvantagesofferedbyelectroniccommercetoretailers,thecapacitytoofferconsumersaflexibleandpersonalizedrelationshipisprobablyoneofthemostimportant（Wind&Rangaswamy,2001）.Onlinepersonalizationoffersretailerstwomajorbenefits.Itallowsthemtoprovideaccurateandtimelyinformationtocustomerswhich,inturn,oftengeneratesadditionalsales（Postma&Brokke,2002）.Personalizationhasalsobeenshowntoincreasethelevelofloyaltyconsumersholdtowardaretailer（CyberDialogue,2001;Srinivasan,Anderson,&Ponnavolu,2002）.Whilethereareseveralwaystopersonalizeanonlinerelationship,thecapacityforanonlineretailertomakerecommendationsiscertainlyamongthemostpromising（Thee-tailingGroup,2003）.Online,recommendationsourcesrangefromtraditionalsourcessuchasotherconsumers（e.g.,testimoniesofcustomersonretailwebsitessuchasA）topersonalizedrecommendationsprovidedbyrecommendersystems（Westetal.,1999）.Todate,nostudyhasspecificallyinvestigatedandcomparedtherelativeinfluenceoftheseonlinerecommendationsourcesonconsumers’productchoices.Therefore,themainobjectiveofthisstudyistoinvestigatetheinfluenceofonlineproductrecommendationsonconsumers’onlineproductchoices.Inaddition,weexplorethemoderatinginfluenceofvariablesrelatedtorecommendationsourcesandthepurchasedecision.

Literaturereview

Researchontheuseandinfluenceofrecommendationsonconsumershastypicallybeensubsumedunderpersonalinfluenceorword-of-mouth（WOM）research.Inaddition,asnotedbyRosenandOlshavsky（1987）,researchonopinionleadershipandreferencegroupsalsorelatestothestudyofecommendationsandtoinfluenceingeneral.Recommendationsourcesareconsideredprimarilyasinformationsources.Andreasen（1968）proposesthefollowingtypologyofinformationsources:

（1）ImpersonalAdvocate（e.g.,massmedia）,

（2）ImpersonalIndependent（e.g.,ConsumerReports）,（3）PersonalAdvocate（e.g.,salesclerks）,and（4）PersonalIndependent（e.g.,friends）.AlthoughresearchonpersonalinfluenceandWOMfocusesonthelattertwoinformationsources,itisnoteworthythatimpersonalindependentinformationsourcessuchasConsumerReportscanalsoserveasrecommendationsources.Moreover,theInternetcanprovideconsumerswithanadditionaltypeofimpersonalinformationsource.Forinstance,electronicdecision-makingaidssuchasrecommendersystemsareimpersonalinformationsourcesthatprovidepersonalizedinformationtoconsumers（Ansari,Essegaier,&Kohli,2000）.InanefforttoextendAndreasen’s（1968）typologytocomputer-mediatedenvironments,weassertthatinformationsourcescanbesortedintooneoffourgroups:

（1）Personalsourceprovidingpersonalizedinformation（e.g.,“Mysistersaysthatthisproductisbestforme.”）;

（2）Personalsourceprovidingnon-personalizedinformation（e.g.,“Arenownedexpertsaysthatthisproductisthebest.”）;（3）Impersonalsourceprovidingpersonalizedinformation（e.g.,“Basedonmyprofile,therecommendersystemsuggeststhisproduct.”）;（4）Impersonalsourceprovidingnon-personalizedinformation（e.g.,“AccordingtoConsumerReports,thisisthebestproductonthemarket.”）.Inconsumerresearch,studiesonpersonalinfluence,socialinfluence,orWOM,canbecategorizedasstudiesinvestigatingpersonalsourcesprovidingpersonalizedornon-personalizedinformation.Furthermore,studiesdealingwithreferencegroupsencompasssuchsourcesaswellasimpersonalsourcesthatprovidenon-personalizedinformation.Thus,anewareahasemergedinconsumerresearch,arisingmainlyfrominformationtechnologiessuchastheInternet:

thatofimpersonalsourcesthatprovidepersonalizedinformation（Albaetal.,1997;Ansarietal.,2000;Häubl&Trifts,2000;Maes,1999;Urban,Sultan,&Qualls,1999;Westetal.,1999）.Researchoninformationsourcessuggeststhatpersonalandimpersonalinformationsourcesinfluenceconsumers’decision-making（Ardnt,1967;Duhanetal.,1997;Gillyetal.,1998;Olshavsky&Granbois,1979;Price&Feick,1984）.Forinstance,PriceandFeick（1984）foundthatconsumersplannedtousethefollowinginformationsourcesfortheirnextdurablegoodpurchase:

（1）Friends,relatives,andacquaintances,

（2）Salespeople,（3）PublicationssuchasConsumerReports.However,ifmuchisknownabouttherelativelikelihoodofconsumerstoconsiderrecommendationsinthecourseoftheirdecisionmakingprocess,littleisknownabouthowrecommendations,especiallyinacomputer-mediatedenvironment,impactconsumers’productchoices.

Determinantsofrecommendationinfluence

Thecurrentstudyfocusesonthreedeterminantsthatcouldinfluencetheimpactofcomputer-mediatedrecommendationsonconsumers’onlineproductchoices:

thenatureoftheproductrecommended,thenatureofthewebsiteonwhichtherecommendationisproposed,andthetypeofrecommendationsource.

Priorresearchhasshownthatthetypeofproductaffectsconsumers’useofpersonalinformationsourcesandtheirinfluenceonconsumers’choices（Bearden&Etzel,1982;Childers&Rao,1992;King&Balasubramanian,1994）.Nelson（1970）suggeststhatgoodscanbeclassifiedaspossessing.eithersearchorexperiencequalities.Searchqualitiesarethosethat“theconsumercandeterminebyinspectionpriortopurchase,”andexperiencequalitiesarethosethat“arenotdeterminedpriortopurchase”（Nelson,1974,p.730）.Sinceitisdifficultorevenimpossibletoevaluateexperienceproductsbeforepurchase,consumersshouldrelymoreonproductrecommendationsfortheseproductsthanforsearchproducts.Insupportofthisview,KingandBalasubramanian（1994）foundthatconsumersassessingasearchproduct（e.g.,a35-mmcamera）aremorelikelytouseown-baseddecision-makingprocessesthanconsumersassessinganexperienceproduct,andthatconsumersevaluatinganexperienceproduct（e.g.,afilm-processingservice）relymoreonother-basedandhybriddecision-makingprocessesthanconsumersassessingasearchproduct.

Thenatureofthewebsitecanalsoinfluencetheimpactofagivenrecommendation.Basedonpreviouswebsiteclassifications（Hoffman,Novak,&Chatterjee,1995;Spiller&Lohse,1998）,SenecalandNantel（2002）suggestthatrecommendationsourcescanbeusedandpromotedbythreedifferenttypesofwebsites:

sellers（e.g.,retailerormanufacturerwebsitessuchasA）,commerciallylinkedthirdparties（e.g.,comparisonshoppingwebsitessuchasMyS）,andnon-commerciallylinkedthirdparties（e.g.,productormerchantassessmentwebsitessuchasConsumerreports.org）.Moreindependentwebsitessuchasnon-commerciallylinkedthirdpartiesthatfacilitateconsumers’externalsearcheffortbydecreasingsearchcostsareassumedtobepreferredbyconsumers（Albaetal.,1997;Bakos,1997;Lynch&Ariely,2000）.Byprovidingmorealternativestochoosefromandmoreobjectiveinformation,independentwebsitesshouldbeperceivedasmoreusefulbyconsumers.Inaddition,priorresearchonattributiontheorysuggeststhatconsumersdiscreditrecommendationsfromendorsersiftheysuspectthatthelatterhaveincentivestorecommendaproduct（forreviews,refertoFolkes,1988;Mizerski,Golden,&Kernan,1979）.Accordingtothediscountingprincipleoftheattributiontheory（Kelley,1973）,whichsuggeststhatacommunicatorwillbeperceivedasbiasediftherecipientcaninferthatthemessagecanbeattributedtopersonalorsituationalcauses,consumerswouldattributemorenon-productrelatedmotivations（e.g.,commissionsonsales）torecommendationsourcesthatarepromotedbycommerciallylinkedthirdpartiesandsellersthanindependentthirdpartywebsites.Consequentlyconsumerswouldfollowproductrecommendationsinagreaterproportionwhenshoppingonmoreindependentthanonlessindependentwebsites.

Inlightofresearchonconsumers’useofrelevantothersintheirpre-purchaseexternalsearchefforts（Olshavsky&Granbois,1979;Price&Feick,1984;Rosen&Olshavsky,1987）andinconsiderationoftheemergenceofonlineinformationsourcesprovidingpersonalizedrecommendations（Ansarietal.,2000）,SenecalandNantel（2002）assertthatonlinerecommendationsourcescanbesortedintothreebroadcategories:

（1）otherconsumers（e.g.,relatives,friendsandacquaintances）,

（2）humanexperts（e.g.,salespersons,independentexperts）,and（3）expertsystemssuchasrecommendersystems.Wepositthattheseonlinerecommendationsourceswillhavedifferentlevelsofinfluenceonconsumers’onlineproductselection.BrownandReingen（1987）suggestthatinformationreceivedfromsourcesthathavesomepersonalknowledgeabouttheconsumerhavemoreinfluenceonthelatterthansourcesthathavenopersonalknowledgeabouttheconsumer.Thus,arecommendationsourceprovidingpersonalizedinformationtoconsumers（e.g.,recommendersystem）shouldbemoreinfluentialthanarecommendationsourceprovidingnon-personalizedinformation（e.g.,otherconsumers）.

Thefactthatbothfactors,theorigin（source）ofarecommendationaswellasthetypeofwebsiteonwhichitismade,haveanimpactonthelikelihoodithastobefollowedmayfinditsexplanationinKelman’s（1961）workonsourcecredibility.Kelman（1961）suggeststhatcredibilityisaproductofexpertiseandtrustworthiness.Expertisecanbeviewedastheperceivedabilityofaninformationsourcetoknowtherightanswerandtrustworthinessastheperceivedinformationsource’smotivationtocommunicatethisexpertisewithoutbias（McGuire,1969）.Althoughmoderatedbycontextualfactors（forareview,refertoSternthal