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论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2014-08-22编辑:felicia点击率:19493
论文字数:7326论文编号:org201408171151534820语种:英语 English地区:英国价格:免费论文
关键词:网上购物消费者developing profilesconsumersInternet shopping
摘要:本文是一篇电子商务留学论文。本文旨在发现随着网络的发展所产生的新兴网上购物的发展概况,在希腊,消费者已经通过互联网进行购买,消费者愿意采用网上购物作为一种创新的消费形式。通过对网上购物人口和行为数据的测量,调查分析了消费者对网购发展趋势和网上服装购物的态度。本文简要分析了网购的特点和发展。
The Importance of Apparel Online Shopping
For years researchers examined the reasons that made shoppers to buy from home, focusing on the differences between traditional retailers and online retailers (Eastlick and Feinberg, 1999; Hawes, 1986). Authors developed a risk-taker profile of the online consumer (versus the in-store consumer) who is ready to perceive a higher risk (Donthu and Garcia, 1999; Schoenbachler and Gordon, 2002; Vijayasarathy and Jones, 2000).
Consumer Characteristics
Purchasers because of their different characteristics approaching the online apparel stores with many different ways and receiving different messages, which may affect their online purchases (Cheung et al., 2003). Therefore, we will have to emphasize to these characteristics because of their importance. Previous online purchase experiences, characteristics based on their personalities and the level of their innovative thinking when they go online to shop (Cheung et al., 2003) need to be discussed.
Personalities
The online shopping behaviors of the consumers are close attached to their personalities and may affect their choice of the online apparel stores and products (Wolfinbarger & Gilly, 2001). Therefore, we need to focus in two main consumers personalities: The utilitarian and hedonic personalities.
Utilitarian Consumers
Utilitarian consumers buying online based on their goal oriented shopping behaviors. Shopping is made according to their goals and rational necessary needs (Kim &shim, 2002). They are trying to deliberate their shopping habits through rationality and efficiency and they are not searching for any kind of entertainment through shopping (Wolfinbarger & Gilly, 2001).
Main aspect is to conclude their online shopping experience efficiently and in time without any kind of unnecessary irritation (Monsuwe, Dellaert & Ruyter, 2004). Moreover, their instrumental characteristics guide their shopping experiences efficiently to a task oriented behavior (Sorce, Perotti & Widrick, 2005) They are in search for sites offering variety of products, convenience, ease of access and multiple information among others (Wolfinbarger & Gilly, 2001).
Hedonic Consumers
Hedonic consumers defined according to experiential buying behavior. Their concern is not to gather as many information they are able to but at first to seek happiness sensory stimulation and some sort of enjoyable experiences (Monsuwe, Dellaert & Ruyter, 2004). The hedonic consumers are trying to immerse into the experience in a greater way than achieving their goals by shopping online (Wolfinbarger & Gilly, 2001).
They are trying to combine shopping with enjoyable experiences, playful sites and uniqueness (Sorce et al., 2005). Consequently, the hedonists when they get satisfied are increasing their visits and purchases to their favorite online apparel stores (Wolfinbarger & Gilly, 2001).
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