電子商務(wù)下的顧客忠誠度-畢設(shè)論文外文翻譯（翻譯-原文）

1、Customerloyaltyinecommerce:anexplationofitsantecedentsandconsequences作者：SriniS.SrinivasanaRolphersonaKishePonnavolub國籍：American出處：JournalofRetailing2002(78)4150原文正文：IntroductionAccdingtotheU.S.CensusBureau’sMonthlyRetail

2、TradeSurveyInterretailsalesf2000were$25.8billion49%higherthan1999salesof$17.3billion.1Thisrapidgrowthoferetailingreflectsthecompellingadvantagesthatitoffersoverconventionalbrickmtarstesincludinggreaterflexibilityenhanced

3、marketoutreachlowercoststructuresfastertransactionsbroaderproductlinesgreaterconveniencecustomization.Howevereretailingalsocomeswithitsownsetofchallenges.Competingbusinessesinthewldofelectroniccommerceareonlyafewmousecli

4、cksaway.Asaresultconsumersareabletocomparecontrastcompetingproductsserviceswithminimalexpenditureofpersonaltimeefft.AccdingtoKuttner(1998p.20)“TheInterisanearlyperfectmarketbecauseinfmationisinstantaneousbuyerscancompare

5、theofferingsofsellerswldwide.Theresultisfiercepricecompetitionvanishingbrloyalty.”Giventhereductionininfmationasymmetriesbetweensellersbuyersthereisagrowinginterestinunderstingthebasesofcustomerloyaltyinonlineenvironment

6、s.CustomerloyaltyEarlyviewsofbrloyaltyfocusedonrepeatpurchasebehavi.FexampleBrown(1952)classifiedloyaltyintofourcategies(1)Undividedloyalty(2)Dividedloyalty(3)Unstableloyalty(4)Noloyaltybasedonthepurchasepatternsofconsum

7、ers.Lipstein(1959)Kuehn(1962)measuredloyaltybytheprobabilityofproductrepurchase.Someresearchers(e.g.Day1969Jacoby&Chestnut1978)havesuggestedthatabehavialdefinitionisinsufficientbecausecompany.Whileloyalcustomersfocusboth

8、ontheeconomicaspectsofthetransactiontherelationshipwiththefirmlessloyalcustomersfocusmainlyontheeconomicaspects(JainPinson&Malhotra1987).ResearchbyReichheldSasser(1990)revealsthatloyalcustomershavelowerpriceelasticitiest

9、hannonloyalcustomerstheyarewillingtopayapremiumtocontinuedoingbusinesswiththeirpreferredretailersratherthanincuradditionalsearchcosts.AccdingtoSambam&Ld(1995)loyaltytoabusinessreducestheconsiderationsetsizetheamountofeff

10、texpendedinsearchingfalternativeswhileincreasingtheindividual’swillingnesstopurchasefromthatebusinessMethodologyAninstrumentwithmultipleitemscalesftheconstructsofinterestwasdevelopedpretested.Thenaromsampleof5000customer

11、swasdrawnfromalistofonlinecustomersmaintainedbyamarketresearchfirm.AnemailinvitationcontaininganembeddedURLlinktothewebsitehostingthesurveywassenttoeachofthe5000potentialrespondentsinfmingthemthatrespondentswouldbeautoma

12、ticallyenteredinadrawingfaprizeof$500.Asummaryofsurveyresultswasalsoofferedtothosewhorequestedit.Thisemailcampaignproduced1211usableresponsesrepresentinganoverallresponserateof24%.Indertoassesstherepresentativenessofthes

13、amplewecollectedcompareddemographicdataaboutourrespondentswiththosereptedinanationalstudyofonlineshoppersconductedbyGreenfieldOnline.Ourcomparisonrevealedaclosematchbetweenthesamples.DiscussionconclusionTheantecedentsofc

14、ustomerloyaltyinthetraditionalbrickmtarmarketplacehavebeenstudiedindetail(e.g.SirohiMcLaughlin&Wittink1998).Severalresearchershavesuggestedthatinitiativessuchasimprovingtheappearanceofthestefrontthepositivepresentationof

15、servicepersonnelwillincreasetheloyaltyofcustomersinthetraditionalretailenvironment.Howeverthereareseveralvariablesuniquetoeretailingthathavenotbeenevaluatedintheexistingcustomerloyaltyliterature.Thepresentresearchhasiden