英美消费者网络购物的不同态度外文翻译（可编辑）regretted
英美消费者网络购物的不同态度外文翻译
北京培训学校外文翻译
原文
Attitudes Toward Buying Online as Predictors of Shopping Online for British and American Respondents
MateriaSource: CYBERPSYCHOLOGY&BEHAVIOR
Author: BIJOU YANG,DAVID LESTER, and SIMON JAMES
梵文翻译
ABSTRACT
This study compared the attitudes toward online shopping of British and American individuals.Using a sample of 327 British and American university students, the British resp
ondents were found to have less favorable attitudes toward online shopping. Attitudes toward online shopping were found to be significant predictors of making online purchas. The implications of the results were discusd and suggestions made for future rearch
INTRODUCTION
MOMENTUM IN RETAIL e-commerce sales continues to grow, according to statistics relead by the U.S. Census Bureau. Preliminary first quarter 2005 retail e-commerce data indicated a total of $19.8 billion in sales, an increa of 23.8% from the first quarter 2004. Meanwhile,
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total U.S. first quarter 2005 retail sales were estimated at $916.9 billion, an increa of only 7.3% from the same period in 2004.1 However, online retailing still accounts for only slightly more than 2% of the total retail sales in the United States.The lack of success in online retailing at prent is attributed to the low-order conversion ratio of website visitors and the inability of online retailers to attract repeat customers.2 The conversion ratio, the
proportion of website visitors who buy bad on the total number who visit a website, is reported
to range from 2% to 3%.3 In order to increa the conversion ratio, e-tailers have to offer a superior online shopping experience to alternative non-store shopping formats, such as shopping by telephone, mail order, catalogue and catalogue showrooms, and direct sales.4 The specific benefit of effective website design in promoting online shopping is confirmed by studies that have explored the role of the information format
in influencing consumers’ online shopping behavior.By matching
the information format of a web interface with consumers’ online shopping tasks, “the time that consumers spend arching for desired products can be shortened while their recall of product information on the Web can be improved.”5 Besides paying attention to the design of websites,
e-tailers have attempted to figure out the attributes/ benefits and barriers/risks on online shopping. Empirical studies have identified
clusters of the relevant attributes which differ by country?for instance, Pechtl6 in Germany, Wu7 in
Taiwan, and Teo8 in Singapore. Bad on the studies, the major reasons for buying online em to include convenience, flexibility of opening hours, and saving money. The most common reason for not buying online ems to be a preference for what in-store purchas can offer. The prent study was designed to focus on the role of attitudes toward online shopping, both positive and negative attitudes, in influencing Internet purchas. While positive attitudes capture the benefits of shopping online, the negative attitudes reflect the barriers and risks associated with shopping online. The study also compared the attitudes that people in the United Kingdom and the United States have toward online shopping.
METHODS
The subjects were 185 business students from an American university 62% male, mean age 21.8 years, standard deviation 2.8 and 142 business students from a British universit
y 54% male, mean age 20.2 years, standard deviation 1.9. The respondents were given a questionnaire and asked to complete it anonymously during class periods. The students were administered a questionnaire anonymously in class containing the following scales: 1 background information, 2 attitudes toward
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online shopping using a 21-item scale to asss on a five-point
接受的英文scale, ranging from “a lot” to “not much at all” their opinions about the importance of the attributes of online shopping9 Table 1, and 3 a list of 15 items Table 3 which they were asked whether they had purchad them over the Internet in the past year. Any “online purcha” means any
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ncutpurcha from the 15 items.
母语负迁移Statistical analysis
Afactor analysis was applied to the combined data of American and British subjects on attitudes toward online shopping in order to identify factors that describe the underlying atlifeline
titudes toward online shopping. American and British online shoppers were compared on their list of purchas and on their differences in attitudes. The linear probability model LPM10 was applied to predict making any purcha online and to predict buying each of 15 specific products by the American and British subjects using two specifications the five orthogonal [independent] factor scores from the factor analysis of the 21-item scale asssing attitudes toward online shopping and the scores for each of the 21 individual items in the scale.
RESULTS
The respons to the 21-item on attitudes toward online shopping identified five orthogonal factors with eigenvalues greater than one Table 1. The first two factors had high loadings 0.50 from the positive items, and the last three had high loadings from the negative items. The
