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InternetMarketingInvolvementandConsumerBehaviorIntroductionOneofthemoststunningaspectsofthepastfewyearshasbeenthespeedatwhichtheInternetmarkethasexpandedandmaturedThisrapidrateofInternetadoptionhasresultedinanextraordinarypaceofchangeinthemarketinglandscape-andopenedupavarietyofopportunitiesformarketersAllacrossTaiwanandaroundtheworldshoppingcentersareclosingtheirdoorsasconsumersturntotheInternetforalloftheirshoppingneedsTheInternetastheprimaryon-linemarketingchannelisnowovertakingthecommercialon-lineservicesInfactalloftheon-lineservicefirmsnowofferInternetaccessasaprimaryserviceUserscansende-mailsexchangeviewsshopforproductsandaccessnewsfoodrecipesartandbusinessinformationAstheInternetestablishesitspositionasamainstreammarketingchannelconsumercriticismregardingInternetmarketingstrategieshaveincreasedaswellCriticsworryaboutinformationprivacyincludingissuesrelatedtotheacquisitionanddisseminationofconsumerdataThusthoughoverhalfofallAmericanadultsusetheInternetapproximatelyonlyhalfofthecurrentInternetusershavepurchasedproductsorservicesonlineThisposesaseriousobstacleforInternetmarketersas75ofAmericanadultsdonotspendmoneyinwebstoresThepercentageofonlinemoney-spendersisgenerallylessincountriesoutsidetheUnitedStatesAkeyfactorthatdecidesthesuccessofInternetmarketingisuserinvolvementThelevelofconsumerinvolvementinaproductcategoryorserviceisamajordeterminantofonlinepurchaseorusagebehaviorDifferentinvolvementclustersproducedifferentresponsesThusthedegreeofuserinvolvementinanInternetmarketingeffortwilldetermineconsumerbehaviorTheresponsedimensionisafunctionofthetypeofinvolvementgeneratedandthesituationsconfrontedTheresponsedimensioncharacterizeshowaconsumerwillbehaveunderdifferentinvolvementconditionsTherearethreeresponsefactors1search2informationprocessingand3decisionpersuasionHoweveravarietyofvariablesarethoughttoprecedeandinfluencetheuserinvolvementTheseso-calledantecedentsinteractwitheachothertodeterminethedegreeofinvolvementaconsumerwillexperienceatanyparticulartimeThesevariablescanbegroupedinto1person2stimulusobjectand3situationcategoriesThepurposeofthispaperistoproposeaframeworkthatcandeterminetherelationshipamonginvolvementantecedentsofInternetmarketingmeasuredinvolvementdegreerelatedconstructsandconsequencesofconsumerbehaviorTheframeworkfirstestablishesthefactorsthataffectthedegreeofInternetmarketinginvolvementandthenpresentsthedifferentinvolvementdegreeclustersaccordingtothemeasuredinvolvementdegreesFinallyconsumerbehaviorconsequencesofInternetmarketingareestablishedWiththefindingsthispaperthendiscussestheimplicationsforInternetmarketersandrecommendsInternetstrategiesforavarietyofinvolvementdegreeclustersInvolvementidentificationInvolvementidentificationInvolvementresultisthecustomersultimateconcernwithapurchaseconsumptionexperienceHolbrookandHirschman1982proposedthatinvolvementincludedexperiencinganumberofpositiveresultssuchastherewardsinherentintheproductandtheproductsexpressivevaluesRothschild1984definedinvolvementasanunobservablestateofmotivationarousalorinterestInvolvementisevokedbyaparticularstimulusorsituationandhasdrivepropertiesItsconsequencesaresearchinginformationprocessinganddecisionmakingHansen1985suggestedthatinvolvementisnothingmorethanaconsumersinterestforaproductcategoryMoreoversomeresearcherspr...
