网络营销参与与消费者行为外文翻译

网络营销参与与消费者行为外文翻译网络营销参与与消费者行为外文翻译 本科毕业论文设计 外文翻译 原文 Internet Marketing Involvement and Consumer Behavior Introduction One of the most stunning aspects of the past few years has been the speed at which the Internet market has expanded and matured This rapid rate of Internet adoption has resulted in an extraordinary pace of changeinthemarketinglandscape-andopenedupavarietyof opportunities for marketers All across Taiwan and around the world shopping centersare closing their doors as consumers turn to the Internet for all of their shopping needs The Internet as the primary on-line marketing channel is now overtaking the commercial on-line servicesIn fact all of the on-line service firms now offer Internet access as a primary service Users can send e-mails exchange views shop for products and access newsfood recipes art and business ination Asthe Internet establishes its positionas amainstream marketing channelconsumercriticism regarding Internet marketing strategies have increased as well Critics worry about ination privacy including issues related to the acquisition and dissemination of consumer data Thus though over half of all American adults use the Internet approximately only half of the current Internet users have purchased products or services onlineThis poses a serious obstacle for Internet marketers as 75 of American adults do not spend money in web storesThe percentage of online money-spenders is generally less in countries outside the United States A key factor that decides the success of Internet marketing is user involvement Thelevelof consumer involvementin a product category or service is a major determinant of online purchase or usage behavior Different involvement clusters produce different responses Thus the degree of user involvement in an Internet marketing effort will determine consumer behavior The response dimension is a function of the type of involvement generated and the situations confronted The response dimension characterizes how a consumer will behave under different involvement conditions There are three response factors 1 search 2 ination processing and 3 decision persuasionHowever a variety of variablesarethoughttoprecedeandinfluencetheuser involvementThese so-called antecedents interact with each other to determine the degree of involvement a consumer will experience at any particulartimeThesevariablescanbegroupedinto1person2 stimulusobject and 3 situation categories The purpose of this paper is to propose a framework that can determine the relationship among involvement antecedents of Internet marketingmeasuredinvolvementdegreerelatedconstructsand consequences of consumer behavior The framework first establishes the factors that affect the degree of Internet marketing involvement and then presents the different involvement degree clusters according to themeasuredinvolvementdegreesFinallyconsumerbehavior consequences of Internet marketing are established With the findings this paper then discusses the impl