電子商務(wù)下的顧客忠誠(chéng)度-畢設(shè)論文外文翻譯(翻譯-原文)

Customerloyaltyine-commerce:anexplorationofitsantecedentsandconsequences作者：SriniS.Srinivasana/RolphAndersona,/KishorePonnavolub國(guó)籍：American出處：JournalofRetailing,2002(78),41-50原文正文：IntroductionAccordingtotheU.S.CensusMonthlyRetailTradeSurvey,Internetretailsalesfor2000were$25.8billion,or49%higherthan1999salesof$17.3billion.1Thisrapidgrowthofe-retailingreflectsthecompellingadvantagesthatitoffersoverconventionalbrick-and-mortarstores,includinggreaterflexibility,enhancedmarketoutreach,lowercoststructures,fastertransactions,broaderproductlines,greaterconvenience,andcustomization.However,e-retailingalsocomeswithitsownsetofchallenges.Competingbusinessesintheworldofelectroniccommerceareonlyafewmouseclicksaway.Asaresult,consumersareabletocompareandcontrastcompetingproductsandserviceswithminimalexpenditureofpersonaltimeoreffort.AccordingKuttner(1998,p.20),Internetisanearlyperfectmarketbecauseinformationisinstantaneousandbuyerscancomparetheofferingsofsellersworldwide.Theresultisfiercepricecompetitionandvanishingbrandloyalty.”Giventhereductionininformationasymmetriesbetweensellersandbuyers,thereisagrowinginterestinunderstandingthebasesofcustomerloyaltyinonlineenvironments.CustomerloyaltyEarlyviewsofbrandloyaltyfocusedonrepeatpurchasebehavior.Forexample,Brown(1952)classifiedloyaltyintofourcategories,(1)Undividedloyalty,(2)Dividedloyalty(3)Unstableloyalty,and(4)Noloyalty,basedonthepurchasepurchasepatternsofconsumers.Lipstein(1959)andKuehn(1962)measuredloyaltybytheprobabilityofproductre-purchase.Someresearchers(e.g.,Day,1969;Jacoby&Chestnut,1978)havesuggestedthatabehavioraldefinitionisinsufficientbecauseititdoesnotdistinguishbetweentrueloyaltyandspuriousloyaltythatmayresult,forexample,fromalackofavailablealternativesfortheconsumer.responsetothesecriticisms,researchershaveproposedmeasuringloyaltybymeansofanattitudinaldimensioninadditiontoabehavioraldimension.Engel&Blackwell(1982)definedbrandloyaltyaspreferential,attitudinalandbehavioralresponsetowardoneormorebrandsinaproductcategoryexpressedoveraperiodoftimebyaconsumer.”Jacoby(1971)expressedtheviewthatloyaltyisabiasedbehavioralpurchaseprocessthatresultsfromapsychologicalprocess.AccordingtoAssael(1992,p.87),brandloyaltyisfavorableattitudetowardabrandresultinginconsistentpurchaseofthebrandovertime.”Forourpurpose,wedefinee-loyaltyasafavorableattitudetowardthee-retailerthatresultsinrepeatbuyingbehaviorTheantecedentsofe-loyaltyToobtainadetailedperspectiveontheantecedentsofe-loyalty,wefirstconductedinterviewswithforty-twoindividuals—fifteencustomerswhopurchasedonline,fifteenexecutivesinthee-commercearena,andtwelveprofessionale-commercewebsitedesigners.Eachoftheindividualswasaskedsixgeneralquestionsaboutonlineshoppingbehavior.Additionalprobingquestionswereaskeddependingontheresponsesobtained.Mostinterviewslastedbetweenninetyminutesandtwohours.Basedonthesein-depthinterviewsweidentifiedeighte-businessfactorsthatappearedtoimpacte-loyalty:(1)customization,(2)contactinteractivity,(3)cultivation,(4)care,(5)community,(6)choice,(7)convenience,and(8)character.Insummary,wehypothesizethat:Thegreaterthe(1)levelofcustomization,(2)contactinteractivity,(3)customercultivation,(4)care,(5)community,(6)choice,(7)convenience,and(8)(positivelyperceived)characterofthee-retailer,thegreaterthee-loyaltyofitscustomersBehavioralconsequencesofe-loyaltyHavingdiscussedtheantecedentsofe-loyalty,wenowfocusonitsbehavioralconsequences.AccordingtoZeithaml,Berry,&Parasuraman(1996),loyalcustomersforgebondswiththecompanyandbehavedifferentlyfromnonloyalcustomers.Customerloyaltyimpactsbehavioraloutcomesand,ultimately,theprofitabilityofacompany.Whileloyalcustomersfocusbothontheeconomicaspectsofthetransactionandtherelationshipwiththefirm,lessloyalcustomersfocusmainlyontheeconomicaspects(Jain,Pinson,&Malhotra,1987).ResearchbyReichheldandSasser(1990)revealsthatloyalcustomershavelowerpriceelasticitiesthannonloyalcustomersandtheyarewillingtopayapremiumtocontinuedoingbusinesswiththeirpreferredretailersratherthanincuradditionalsearchcosts.AccordingtoSambandam&Lord(1995),loyaltytoabusinessreducestheconsiderationsetsizeandtheamountofeffortexpendedinsearchingforalternativeswhileincreasingthewillingnesstopurchasefromthatebusinessMethodologyAninstrumentwithmultiple-itemscalesfortheconstructsofinterestwasdevelopedandpretested.Then,arandomsampleof5,000customerswasdrawnfromalistofonlinecustomersmaintainedbyamarketresearchfirm.Ane-mailinvitation,containinganembeddedURLlinktothewebsitehostingthesurvey,wassenttoeachofthe5,000potentialrespondentsinformingthemthatrespondentswouldbeautomaticallyenteredinadrawingforaprizeof$500.Asummaryofsurveyresultswasalsoofferedtothosewhorequestedit.Thise-mailcampaignproduced1,211usableresponses,representinganoverallresponserateof24%.Inordertoassesstherepresentativenessofthesample,wecollectedandcompareddemographicdataaboutourrespondentswiththosereportedinanationalstudyofonlineshoppersconductedbyGreenfieldOnline.Ourcomparisonrevealedaclosematchbetweenthesamples.DiscussionandconclusionTheantecedentsofcustomerloyaltyinthetraditionalbrick-and-mortarmarketplacehavebeenstudiedindetail(e.g.,Sirohi,McLaughlin,&Wittink,1998).Severalresearchershavesuggestedthatinitiativessuchasimprovingtheappearanceofthestorefrontandthepositivepresentationofservicepersonnelwillincreasetheloyaltyofcustomersinthetraditionalretailenvironment.However,thereareseveralvariablesuniquetoe-retailingthathavenotbeenevaluatedintheexistingcustomerloyaltyliterature.Thepresentresearchhasidentifiedeightfactorsthatpotentiallyaffecte-loyalty.the8Csconsidered,customization,contactinteractivity,cultivation,care,community,choice,convenience,andcharacter,allbutconvenience,werefoundtohaveasignificantimpactone-loyalty.E-loyaltydemonstratedthehighestelasticitywithrespecttocharacterandcare.Equallyimportant,e-loyaltywasfoundtohaveapositiveimpactonpositiveword-of-mouthandwillingnesstopaymore.WiththeInternetandothertelecommunicationsinnovationsdrawinguseverclosertotheconceptofaperfectmarket,manyproductsandserviceswillbeincreasinglyperceivedmorelikecommodities.Consequently,asnotedbyPeterson(1997),electronicmarketswillleadtointensepricecompetitionresultinginlowerprofitmargins.Tocompetesuccessfully,e-retailerswillneedtodevelopandmaintaincustomerloyalty.Towardthistask,e-retailersmustfirstthoroughlyunderstandtheantecedentsandtheconsequencesofe-loyalty.Theymustskillfullydesignthe7Cstofittheirspecificofferingsandtheircustomers’demographicandpsychographicprofiles,andalsosystematicallymanagethesubsequentbehavioraloutcomesofloyalty電子商務(wù)下的顧客忠誠(chéng)度：一個(gè)對(duì)前因和后果的探索作者：SriniS.Srinivasan/RolphAnderson/KishorePonnavolu出處：零售雜志2002年41-45頁(yè)中文譯文：引言根據(jù)美國(guó)每月零售調(diào)查局的數(shù)據(jù)顯示,2000年網(wǎng)上零售額是258億美元，相對(duì)1999年的173億美元增長(zhǎng)了49%。電子銷售的快速增長(zhǎng)可證明它提供了很多實(shí)店所不具有的優(yōu)勢(shì)，比如巨大的靈活性，廣闊的市場(chǎng)延伸性，較低的生產(chǎn)成本，快速的交易，生產(chǎn)線的擴(kuò)寬，很大的便利性和可以定制。然而，電子零售業(yè)也面臨著一系列的挑戰(zhàn)。并非像電子商務(wù)表面上的只需要輕輕點(diǎn)擊鼠標(biāo)那么簡(jiǎn)單。而是，消費(fèi)者可以很方便的比較相關(guān)的競(jìng)爭(zhēng)商品和服務(wù)，通過(guò)對(duì)比用最少的價(jià)格和最高的效益買下所需商品和服務(wù)。根據(jù)Kuttner在1998說(shuō)的“電子商務(wù)的利潤(rùn)是近乎完美市場(chǎng)的，因?yàn)樵谶@個(gè)平臺(tái)上信息是瞬發(fā)的，買家可以對(duì)比很多賣家的信息。這樣導(dǎo)致的結(jié)果是猛烈的價(jià)格戰(zhàn)和日益消失的品牌忠誠(chéng)度。由于買家和賣家信息不對(duì)稱的情況在減少，理解了電子商務(wù)環(huán)境下顧客忠誠(chéng)度對(duì)利益的追求有很大的影響”顧客忠誠(chéng)度早期關(guān)于品牌忠誠(chéng)度的觀點(diǎn)集中在重復(fù)購(gòu)買的行為上。例如，布朗（1952）基于消費(fèi)者重復(fù)購(gòu)買的行為將忠誠(chéng)度分成四個(gè)種類，分布是（1）忠誠(chéng)不渝（2）分裂的忠誠(chéng)（3）不穩(wěn)定的忠誠(chéng)（4）不忠誠(chéng)。Lipstein(1959)和Kuehn(1962)將產(chǎn)品的重復(fù)購(gòu)買率作為衡量忠誠(chéng)度的度量。有些研究者（例如，Jacoby和Chestnut在1978年5月）已經(jīng)提出從行為上對(duì)忠誠(chéng)度做定義是無(wú)效的，因?yàn)檫@并沒(méi)有區(qū)分出忠誠(chéng)的行為是由真實(shí)的忠誠(chéng)度引起的還是虛假的忠誠(chéng)度造成的。比如，消費(fèi)者缺少可供的選擇性也會(huì)有重復(fù)購(gòu)買的行為，但這并不意味著對(duì)品牌的忠誠(chéng)。為了回應(yīng)這種批判，調(diào)查者在行為的維度上加了一個(gè)態(tài)度的維度來(lái)作為衡量忠誠(chéng)度的方法。Engel和Blackwell將品牌忠誠(chéng)度定義為“一個(gè)消費(fèi)者在眾多產(chǎn)品分類中從態(tài)度和行為上表現(xiàn)出了對(duì)其中某一種商品的選擇性”Jocoby(1971)則表示，忠誠(chéng)度是消費(fèi)者從心理上到行為上表現(xiàn)出了對(duì)某一商品的偏愛(ài)。Assael則表示品牌忠誠(chéng)度是對(duì)某一品牌的最喜歡的態(tài)度導(dǎo)致的反復(fù)購(gòu)買行為。我們的觀點(diǎn)是，將電子忠誠(chéng)度定義為一個(gè)消費(fèi)者對(duì)某一電子零售商的最愛(ài)態(tài)度導(dǎo)致的對(duì)該零售商產(chǎn)品的反復(fù)購(gòu)買。電子忠誠(chéng)度的歷史/r/