营销外文翻译

南京理工大学泰州科技学院

毕业设计(论文)外文资料翻译

学院（系 ） 商学院 专 业： 市场营销 姓 名： 郑丹丹 学 号： 0906620150 外文出处: EsicMarket Economic and Business

Journal , Vol. 141, pp. 69-101. 2012 Electronic copy available at: http://ssrn.com/abstract=2168161 附 件：1.外文资料翻译译文；2.外文原文。

指导教师评语： 外文原文为国外原版学术研究报告，内容与学生毕业论文选题有一定关系。翻译字数符合规定要求，译文较为流畅，内容基本上忠实原意。某些术语与句子的译法可以改进。 签名： 2012年 12 月 18 日

附件1：外文资料翻译译文

移动电子商务参与的决定性因素

摘要：

手机是一个最新的营销手段，令消费者使用，让他们购买，事实是这种方式会带来一些具有革命性质的客户。因此，它成为了解消费者参与此次收购背后的驱动力信道;它是以前没有被一方面研究过的移动商务。在这一开创性的工作中，我们分析移动采购，许可营销和扮演感知风险的消费者对新技术的倾向的作用以及消费者的参与。基于从样本收集到的信息移动用户，我们的工作突出了这些变量的重要性和主持人参与，以及企业需要考虑到性别在其战略发展的差异。 1.介绍

如今的商业上的挑战之一是移动商务的可能性，现在，互联网电子商务在一定程度上巩固了我们的社会。即使是通信的主要功能手机，在最近几年公司已经添加众多的功能，因为它们都知道它的市场潜力，这要归功于它的无处不在，互动品质，易用性，个性化和方便，手机的渗透性。不可否认的是，社会的不断发展，证明了拥有号码的手机用户在世界上不断增长。手机作为一种新的营销工具对于近期的发展它提出了巨大的可能性，比如说作为采购渠道。由于这通道是在发展的早期阶段，所以对于公司的了解也很重要。也就是说，他们参与的决定因素是分类。沿着这些，布洛赫和休斯敦罗斯柴尔德提出参与到分组的决定因素是个

人的消费特点（个人创新与信息技术）;如该产品的属性（这反映知觉风险）和采购情况（许可营销）。我们了解的性别分析及调节作用的研究，在使用新技术和新上线销售的情况下和一些工程对待性别的调节作用的背景下，移动电子商务起着很大作用。因此，我们提出了一个简约的模型，把移动电子商务的参与和三个决定因素中的性别因素作为干扰因素。我们的工作有两方面的总体目标：一方面，我们希望确定扮演角色知觉风险，许可营销和个人创新与信息技术及其在移动商务中的影响，另一方面，在何种程度上参与这三个决定因素所起的作用都存在性别差异，所以要强调其调节作用。

如何有效地提高业务增长，第一部分你应做到以下六个步骤：第一，分析公司的竞争优势。你能把什么做得最好呢？第二，确定你现在服务具体的市场。第三，确定需要和需求您目前的顾客。第四，确定你正在做的能满足客户的需要。第五，准备一份销售计划，让你接触到新客户或者以更高的价钱获取你的产品的顾客。第六，测试结果，看看你的新战略，并取得预期的结果。

为了实现我们的目标，第二部分介绍的是理论使用模型的变量：在参与框架的依赖变量中，感知风险，许可营销和个人的创新信息技术作为独立变量。同样，第三部分关注的是学习的调节作用，如性别变量之间的关系。到第四部分，其中心是对细节的实证研究。最后，第五部分包含的是主要结论，如专业的影响，局限性和未来的研究路线。 2.在移动电子商务的参与,概念化和决定因素。 2.1.在移动电子商务的参与

在最近的几十年中，“参与”的解释一直被认为是个体行为的变量。其实是说在一个事务上，个人根据他们的参与程度以不同的方式做出购买决策的预期行为。例如，消费者事先收集信息和评估可用的信息，这是很重要的方式。同样，个人的参与决定了持续时间，增加强度和复杂性的购买决策和采购经验。参与的概念化在市场研究的主题下一直是重要有争议的，我们可以发现多个定义。Zaichkowsky定义“一个人的感知相关的对象是基础的参与和内在的需求，价值观和利益”;塞尔西和奥尔森的参与，说是个人的相关性的程度决定了一个人的基本价值观，目标和自我概念”。建议以塞尔西，Olso和Zaichkowsky作为参考，我们定义在移动采购个人参与的研究中把它作为一个稳定和持久的个人相关的用于购买的手机信道，还可以把它作为一种许可营销。

营销计划是就像一个解决问题的方法。要做到熟练解题，就必须把一个大问题分成几个较小的问题，然后每一个小问题中开始解决：第一，从而把大问题变成一个可管理的问题。企业的营销计划应采取同样的态度，它应是一个引导，在此基础上决定，并应确保员工在企业的组织工作达到相同的目标。一个良好的促销计划，可以防止企业的组织在一些零碎的方式的反应问题上洞悉先机。

要使企业的营销计划得到进一步的发展，必须为营销计划制定一个具科学性的基本方针。首先，企业要明确对象设计产品或服务，也就是说如何进行市场分割。而要提供怎样的产品或服务，则是指如何进行市场定位。以下列举的一些准则，有利于企业制定营销计划，进行市场分割和定位。

2.2.移动电子商务参与的决定因素

Andrews等人（1990年）提出的存在情境的因素，这些因素或与之相关的购买决策，和个人因素参与。在这个命题中，并按照本文研究的目标，我们专注于研究风险在移动购买的决定因素参与，我们也分析个人配置文件影响移动电子商务买家的参与。通过他们的个人信息技术，我们作为进一步的决定因素，包括许可营销的销售公司。我们分类的决定因素就是先前提出的布洛赫和休斯敦的参与。罗斯柴尔德参与到分组的决定因素是个人消费的特点（个人创新与信息技术），产品特性和范采购情况许可营销。

20世纪60年代在移动电子商务上的知觉风险理论已被用来解释消费行为（泰勒，1974）。由于第一次调查到风险，这是正常使用的概率获得一个负的结果的概念化风险。知觉风险，被视为结果的不确定性和成本采购决策，已经被应用在贸易的状态下。它承认，在移动营销方面消费者将在购买时获取的风险比移动电源插座时的还要多，它认为，风险认知比传统的手机银行更加重视个人互动。距离采购带来较大的负面结果是，难以评估产品或服务是否全面，有没有具体的线索产品质量或面对面的交流和购买受骗问题，移动采购风险进行的研究比任何其他银行业务还要多。其主要类型的风险是那些与隐私和安全性有关的，它是种可靠的工具，用于购买（移动电话）和谈判时由个人感知控制使用的一项新技术。此外和移动商务有关，它也被发现如果一项技术不能提供预期的结果，这将导致消费者亏损。应该指出的是许多感知风险的研究是在移动营销的背景下提供一个公司或银行数据和个人隐私的。

然而，我们认为，概念化的风险，是在关注的隐私和安全的基础上，更有意义地开始电子营销，它传输的数据通过人传输到计算机。因此，风险的考虑已经发生改变了。因为现在网上交易变得越来越流行，从更大的程度上关注，其他类型的风险比如说相关的认知或情感的因素或来自产品的质量。事实上，社会上的网络是具有一定的隐私和安全的。因此，在本工作中，我们应治疗的是关系到在移动购买时消费者产生的焦虑感，比如说购买的手机并不会如预期那样存在大的风险。文献表明，感知风险的一个影响因素是消极的使用或接受意向移动电话采购。然而，我们必须要指出的是，我们不知道任何措施的研究，移动电话采购的参与，涉及感知风险和风险中的参与度的变化，尤其是在创新或技术不成熟的情况下，消费者有没有事先购买的经验，了解新的产品状况，购买产品的类型，又或者感知一个高风险的情况。因此，如果在培养的过程中，可能会导致对创新的拒绝。因此，在该工作中，我们的第一个假说就提出了风险和参与之间的负相关关系。 3.作为一个主持人的性别角色的移动采购

此前的研究认为，某些社会人口如消费者的年龄，教育，收入水平，性别，购买动机，知识，文化价值和其他人的意见都是影响采购决策的影响因素。 Gattiker等人证实，个人特征和互动的心理过程，如感知，推理，判断和决策都会影响消费行为。社会人口上影响主持人的购买行为是接受的变量或实施新的信息技术。因此，文学作为一种变量，认为个人的特点是刺激和响应之间的关系。因此戈德史密斯弗林发现，无论年龄或收入多少，但性别都是有关在线购买的衣服的重要因素。

附件2：外文原文（复印件）

Determinants of involvement in mobile commerce

Abstract

Mobile phones are one of the latest marketing tools that consumers are using to make their purchases, a fact that entails a revolution in the way firms are relating to their clients. It therefore becomes essential to understand the driving forces behind consumer involvement in this purchase channel; an aspect that has not been previously studied in the context of mobile commerce. In this pioneering work, we analyze the role that is played by perceived risk in mobile purchasing, permission marketing and consumer propensity towards new technologies as antecedents of consumer involvement. Based on the information gathered from a sample of mobile users, our work highlights the importance of these variables as facilitators of involvement, as well as the need for firms to consider gender differences in the development of their strategies. 1. Introduction

One of today’s commercial challenges is the possibility of mobile commerce, now that Internet commerce has to some extent consolidated its presence in our society. Even though communication is the primary function of the mobile phone, in recent years firms have added numerous functions, as they are aware of its marketing potential, thanks to its ubiquitous,

interactive equalities, ease of personalization and convenience. The penetration of mobile phones in society is undeniable, borne out by the constant increase in the numbers of mobile phone users in the world and their growth forecast. The development of the mobile phone as a new marketing tool is recent and it presents enormous possibilities as a purchasing channel. As this channel is at an early stage of development, it is essential that firms understand the factors that might involve consumers in its expansion: in other words, a classification of the determinants of their involvement. Along these lines, Bloch (1981) and Houston and Rothschild (1978) propose grouping the determinants of involvement into: personal characteristics of the consumer (personal innovativeness with information technology); attributes of the product (which reflect the perceived risk) and the context of the purchasing situation (permission marketing). We are aware of studies that have analyzed the moderating role of gender in the use of new technologies and in the context of on-line sales (Metal and Kamakura, 2001; Flow and Troublemaker, 2006) and of some works that treat the moderating role of gender in the context of mobile commerce (Jayewardene et al. 2010). Thus, we present a parsimonious model that includes three determinants of involvement in mobile commerce and of gender as a moderating factor. Our work has a two-fold general objective: on the one hand, we wish to determine the roles played by perceived risk, permission marketing and personal innovativeness with information

technology and their influence on involvement in mobile commerce and, on the other hand, the extent to which gender differences are present in the role played by these three determinants in involvement, underlining their moderating role.

To achieve our objective, the second section describes a theoretical framework using the model’s variables: involvement as the dependent variable, and perceived risk, permission marketing and personal innovativeness with information technology as the independent variables. Likewise, the third section is concerned with studying the moderating role exercised by gender in the relations between the aforementioned variables. Having proposed the hypotheses and laid out the global model, we move on to the fourth section that centers on the details of the empirical study. Finally, the fifth section contains the principal conclusions, professional implications, limitations and future lines of research.

2. Involvement in mobile commerce. Conceptualization and determinants 2.1. Involvement in mobile commerce

In recent decades, involvement has been considered one of the explanatory variables of individual behaviors. In a transactional context, individuals facing the same purchase decision are expected to behave in different ways according to the degree of their involvement (Dholakia, 2001). For example, an implicated consumer gathers information beforehand and evaluates the available information in a more critical way (Celsi and

Olson, 1988; Clarke and Belk, 1979). Equally, individual involvement determines the duration, the intensity and the complexity of the purchasing decision-making process (Howard and Shet, 1969) and the purchasing experience (Wakefield and Baker, 1998). The conceptualization of involvement has been an important and controversial theme in marketing research (Andrews et al. 1990) and we can find multiple definitions (see Chérif, 2001). Zaichkowsky (1985, p. 32) defines involvement as “a person’s perceived relevance of the object based upon inherent needs, values, and interests”; for Celsi and Olson (1988, pp. 211) “involvement is said to reflect the degree of personal relevance of the decision for an individual in terms of basic values, goals and self-concepts”. Taking the proposals of Celsi and Olson (1988) and Zaichkowsky (1985) as a reference, we define individual involvement in mobile purchasing in this research as a stable and long-lasting state of personal relevance and interest in the (mobile) channel used for the purchase. As a result, we do not consider so-called situational involvement applicable as defined by Bloch (1981), given that it refers to a concrete, time-bound situation, applied to a specific context, the character of which is provisional and that will diminish when the objective of purchasing a particular product or service has been achieved. Nuns (2005) highlights the importance of involvement in the management of on-line client relations, arguing that the level of client involvement in the purchase will have a considerable effect on the client’s desires to establish communication with

the firm, which will benefit from such communication to the extent that it is able to identify each client’s level of involvement and adapt the conversation accordingly. Once involvement in the mobile purchase is defined and its importance underlined, we then centre on the study of its three key determinants: perceived risk related to the product and the channel; marketing permission related to the firm; and personal innovativeness in the domain of information technology related to the personality of the consumer. Thus, with regard to the individual, we will consider two internal determinants –risk and propensity to use technologies – and another external one –permission marketing.

2.2. Determinants of involvement in mobile commerce

Andrews et al. (1990) propose the existence of factors that are situational or associated with the purchase decision, and personal factors as antecedents to involvement. In line with this proposition, and in accordance with the objectives of this research, we focus on the study of risk in mobile purchasing as a determinant of involvement, and we also analyze how individual profiles affect the involvement of purchasers in mobile commerce through their personal innovativeness with information technology. Likewise, we include permission marketing as a further determinant that refers to the selling firm. Our proposal follows the classification of determinants of involvement that were previously suggested by Bloch (1981) and Houston and Rothschild (1978) grouping the determinants of

involvement into individual consumer characteristics (personal

innovativeness with information technology); product attributes (reflected in perceived risk) and the context of the purchasing situation (permission marketing).

Perceived risk in mobile commerce .The theory of perceived risk has been used to explain the behavior of the consumer ever since the 1960s (Taylor, 1974). Since the first investigations into risk, it is normal to use the probability of obtaining a negative result to conceptualize risk (Bauer, 1960; Taylor, 1974; Peter and Ryan, 1976). Perceived risk, seen as uncertainty with regard to results and the costs of the purchasing decision, is already used in the context of distance commerce (Campbell and Goodstein, 2001; Feather man and Fuller, 2002; Gefen et al., 2002). It is acknowledged that consumers associate more risk with distance purchasing decisions than with purchases from a physical outlet (Tan, 1999; Cunningham et al., 2005). In the context of mobile marketing, it is also suggested that risk perception is greater in mobile banking than in traditional banking based on personal interaction (Kim et al., 2009; Koenig- Lewis et al., 2010). Distance purchasing entails greater negative results than traditional selling, because the difficulty of evaluating a product or service is greater, there are no tangible clues about product quality or faceto- face interaction and the purchase is affected by problems of security and privacy (Ha, 2004; Laroche et al., 2005; Li and Yeh, 2010). One of the fields in which risk in mobile

purchasing has been studied more than any other is banking. Its main types of risk are those related to privacy and security, the reliability of the tool used for the purchase (mobile telephone) and the control perceived by the individual when negotiating the use of a new technology (Laukkanen and Kiviniemi, 2010). Furthermore and in relation to mobile commerce, it has also been found that if a technology fails to provide the expected result, it will result in a loss for the consumer (Im et al. 2008; Laukkanen and Kiviniemi, 2010). It should be pointed out that many works studying perceived risk in the context of mobile marketing treat it essentially as a fear of providing personal or banking data to a firm and of loss of privacy (Bauer et al., 2005; Gao et al., 2010; Requiem and Ríos, 2010).

However, we believe that the conceptualization of risk, based on concerns over privacy and security, made more sense at the start of electronic marketing, and for data transferred through impersonal mediums such as a computer. Risk consideration, therefore, has changed since on-line transactions have become more popular, moving from greater concern over fraud to other types of risk related both to cognitive and to affective factors (Wu and Wang, 2005) and derived from product quality. In fact, the proliferation of social networks is an indicator of diminished concerns over privacy and security (Goo et al., 2010). Therefore, in this work we shall treat the risk that is related to the anxiety that a mobile purchase produces in the consumer jointly with the risk that the mobile purchase will not turn out as

expected. The literature indicates that perceived risk is a factor that affects in a significant and negative way the intention to use or the acceptance of mobile-telephone purchasing (Bauer et al., 2005; Meuter et al., 2005; Wu and Wang, 2005; Wessels and Drennan, 2010; Riquelme and Ríos, 2010); however, we have to point out that we are unaware of any study that measures and relates perceived risk with involvement in mobile-telephone purchasing. Risk relates to variations in the intensity of involvement, especially in the case of innovations or immature technologies, where consumers have no prior experience with the new product, service or type of purchase and perceive a high-risk situation (Wu and Wang, 2005; Laukkanen and Kiviniemi, 2010). Thus, the outcome of the adoption process can result in the rejection of innovation (Bauer et al., 2005). Consequently, in this work our first hypothesis proposes a negative relation between risk and involvement.

3. The role of gender as a moderator of mobile purchasing

Earlier studies have considered that certain socio-demographic and contextual characteristics such as age (Yalch and Spangenberg, 1990), education (Gattiker et al., 2000; Tamimi and Sebastianelli, 2007), income level (Dawson et al., 1990), gender (Zhang et al., 2007; Kolsaker and Payne, 2002), purchase motivations (Eroglu and Machleit, 1990), knowledge (Sirgy et al., 2000), cultural values (Over by et al., 2004) and other people’s opinions are factors that influence the purchasing experience. Cattiker et al.

(2000) affirmed that personal characteristics influence and interact with decision taking. Socio-demographic characteristics can be moderators of variables that influence distance purchasing behavior and the acceptance and implementation of new information technologies (Zhang et al., 2007). The literature therefore considers personal characteristics as variables that moderate the relation between a stimulus and a response. Thus, Goldsmith and Flynn (2004) found that neither age nor income but gender is related to on-line purchasing of clothes (women buy more clothes on-line than men).