大连交通大学信息工程学院
曙色
毕业设计(论文)外文翻译
学生姓名 吕 帅 专业班级 市场营销07-2班
指导教师 孙韶馥 职 称 好听的英文单词讲 confliction师
justcar
所在单位 管理系物流营销教研室
教研室主任 yoohoo 王 tmb岩
timewarner
完成日期 2011年 月 日
ONLINE CONSUMER PSYCHOLOGY
Prior to the widespread retail u of electronic media such as the Internet in the mid- to late-1990s, one of the primary methods firms ud to meet the needs of consumers was to
divide the overall heterogeneous market into smaller, homogeneous gments, with the goal being more preci satisfaction of individual wants and needs (Smith, 1956). Such efforts resulted in an increa in the availability of products that match consumers' preferences, but at the cost of offering large,high-variety assortments . This type of strategy ultimately led to the creation of large "category-killer" stores such as Best Buy and Circuit City where dozens of product variants are displayed in order to appeal to a wider range of consumers than possible at much smaller stores that carry more narrow assortments of products. Although such a strategy makes it more likely that retailers will carry products that consumers desire, sorting through such large assortments is extremely effortful for consumers, to the point where the size of the assortment can create dissatisfaction with the process and can decrea the likelihood that the consumer will actually lect a product consistent with his or her preferences (Huffman& Kahn, 1998; Keller & Staelin, 1987). In order to better facilitate a match between consumers' preferences and firms' product offerings without increasing the burden on the consumer, companies have recently begun using new media to implement collaborative strategies w
ith individuals (Kahn, 1998; Prahalad & Ramaswamy,2000; Sheth, Sisodia, & Sharma, 2000), facilitated in large part by the interactive nature of the Internet, which makes two-way, real-time communication between firms and consumers economically practical (Hoffman & Novak, 1996). Consistent with this capability, ven of the top ten Internet retail sites tailor some part of their product offerings to the preferences of individual consumers, altogether grossing nearly $4 billion in 2000 (National Retail Foundation, 2000).
This u of new technology to market to individual consumers allows firms to engage in marketing activities not previously feasible. Although merchants have helped consumers sort through alternatives for centuries, and skilled artisans have made build-to-order products available long before mass production was common place,the advent of interactive communications, flexible manufacturing, and just-in-time delivery systems has made it economical for many companies to offer different products to individual consumers on an unprecedented scale. The new technologies enable firms to employ individualized efforts that enhance both the likelihood of purcha as well as consumers' watermelon是什么意思
post purcha satisfaction by providing products that match consumers' preferences as cloly as possible. In the cour of attempting to achieve such matches, however, the product lection process has been transformed in such a way as to influence consumers' decision process. Instead of passively viewing the product offerings that a firm has to offer and deciding which ones they like best as might have been done in the past, consumers now play an active role in determining what products are offered to them for consideration. Although the changes in consumer-firm interactions are designed to enhance the likelihood that consumers obtain products that match their preferences, they also have other unforeen, and perhaps negative, implications for consumers' decision process. In particular, we expect that consumers' perceptions of control will be affected by the differences in how products are offered, and that the differences will in turn influence consumers' evaluations of chon products. In this chapter we investigate the role that perceived control plays in two strategies that firms may employ in order to meet the needs of individual consumers, personalization and customization, and compare it to what occurs when consumers make a lection from an assortment of available alternativ
es, as that was commonly the ca prior to the changes enabled by new media. In the next ction we shall discuss each of the methods by which consumers can lect products in more detail.
Each of the strategies employed by firms for offering products requires consumers to follow a script of activities in order to facilitate the choice process. Thus, we refer to the different ways that consumers identify and choo alternatives as product lection protocols. There are veral different types of product lection protocols as well as various combinations of the types. In this chapter we focus on three that are commonly employed by firms: assortment, personalization, and customization. Each of the product lection protocols differs from the other two in veral ways that are relevant to consumers' decision process. We shall discuss the protocols in terms of their provisions (the particular benefits that the lection protocols provide to consumers), their demands (the costs that the lection protocols cau consumers to incur), and their constraints (the limitations that the lection protocols impo upon consumers). Bad on differences between protocols, we identify the defining characteristics of the protocols
(what, in particular, conceptually distinguishes one type of protocol from others). We next discuss the effects of the characteristics on consumers' perceptions of control, and then two studies designed to determine some of the control-related outcomes that we expect.
Assortment refers to a product lection protocol in which consumers are offered an array of alternatives from which to choo. The aim of this protocol is to provide consumers with alternatives of sufficient variety such that they will find one that is suitable for purcha. The alternatives usually reprent all of the unique product offerings that the firm has available in a particular product category and are typically organized in some fashion. In order to meet the heterogeneous needs of many individual consumers, firms may offer very large assortments of products, as might be the ca of a car dealership that offers multiple makes and models. As the number of different attributes and attribute levels of the product increas, so does the number of alternatives that are displayed in an all-inclusive assortment.In addition to organizing the alternatives in the assortment (say, by brand, model,or other feature), firms also may provide indicators for consumers t
hat show where directory, signage around different ts of alternatives, or other displays that are designed to aid consumers in determining where different products are located within the array. In an online environment, retailers using an assortment strategy might display or describe all of their offerings together on the same page, or possibly have a listing of alternatives on a page with links to other pages where the alternatives are described in further detail.
november是什么意思Rather than simply letting consumers find their own way though the firm's offerings,some firms employ a mechanism who task is to help consumers ascertain which products from among the firm's offerings best meet any particular consumer's personal preferences. This mechanism may take the form of a salesperson in a store, or perhaps that of a arch and recommendation tool on a firm's Web-site.Both act as agents for the firm, and thus, although they aid the consumer in locating a product to purcha they also may be biad in that they have the firm's, and not the consumer's, best interests at heart. This process, whereby an agent attempts to understand the individual consumer's preferences with respect to a particular domain or product category and then prents th
e consumer with recommended alternatives, is referred to as personalization (Haubl & Trifts, 2000).
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