中国消费者在互联网上搜索信息为什么不同于西欧外文翻译资料

 2023-01-11 10:14:28

中国消费者在互联网上搜索信息为什么不同于西欧

文摘

互联网采用中国正在蓬勃发展,而购买力正在稳步增加。越来越多的中国转向互联网搜索信息之前购买。采访1140北京和比利时学生和商务人的问卷调查,我们探究的研究表明,基本的文化、行为、经济、技术、等特点造成重大中国和西欧人在购买前的信息在线搜索过程的差异。发生频率的差异,目标,类型的信息,使用类型的网站,搜索引擎的使用模式,用户意见和贡献。这对市场营销从业者在中国有着重要的意义,特别是对于跨国公司进入中国,与中国环境还不熟悉。也为未来的研究提供了建议。

关键词:网络营销,搜索行为;跨文化;互联网;消费者;信息

随着互联网普及率和购买力在中国迅速增长,消费者支出的水平,使越来越多的使用互联网来评估其潜在购买在线或离线。这项研究表明,有截然不同的区别中国和比利时学生关于他们在互联网上搜索信息。这些差异主要是不仅是由于文化差异引起的中国和比利时。本文总结了在线搜索过程的六个属性之间的依赖关系的消费者和中国和西欧之间的根本差异。

文章中表示这根本差异解释在线搜索行为的差异。这些结果具有重要意义在中国营销从业者,特别是对于跨国公司进入中国市场,对中国环境还不熟悉。西方跨国公司在中国不能采用相同的在线营销策略。由于中国经常使用互联网搜索的商业信息,公司在中国不能忽视这一营销渠道。通过了解消费者的主要目标和类型的信息,他们正在寻找网络,企业可以直接在线营销工作,他们是最有效的。尽管搜索引擎使用少在中国找到商业信息,他们应该的调整部分任何企业的营销策略,因为他们仍然是中国消费者的一个重要途径信息。

我们已经探索了中国消费者的行为搜索引擎。支付百度上市的搜索结果即使没有最相关的网站不一定是最好的策略,中国相对很少的点击第一个结果。然而,公司不可能没有注意到第一页上出现,因为中国很少

探索在第一页。我们的研究也具有理论意义。现有的理论和模型没有充分考虑到文化因素来解释在线搜索行为。大多数现有的研究都是基于基本的经济学(Jepsen克莱因和福特2007;2007),网站特征(Yoon 2002),和人口等因素(如收入和教育。,Joun孙和张2002)或其他通过消费特征(博和Ghose用2003;Senecal、Kalczynski Nantel 2005)。我们的研究是第一个在线搜索行为和跨文化研究表明,主流模型为混合的人口并不持有的中国和比利时的受访者。我们已经确定了额外的因素,应纳入未来的在线搜索行为模型。例子包括价格意识、业务机会主义、集体主义与个人主义,和面对面交流的重要性。这些因素不能解释以便抓住亚洲各国国内快递网络搜索行为的差异而成相关因素时,来自不同文化的消费者。沉浸在中国本土环境两个月,主要作者已经获得当地特异性的亲和文化,社会,经济等。调查问卷的样本是大(N = 1140),并允许一个可靠的比较中国和比利时。可能偏离现实由于自我报告问卷方法固有的缺点,但潜在的差异中国和比利时人反应偏差(如不同的尽头)特别注意为了保持可比性。结合访谈从问卷数据与数据的可靠性增加我们的跨文化比较。尽管如此,这项研究有两个主要的局限性。首先,观察结果之间的联系,认为解释不应草率地解释。假设是在大量试验的基础上制定采访中国学生在现有的文献和调查结果。这确保了主要因素被包括在研究,但仍不排除可能性,有些没有效果或某些其他因素被忽略了。未来的研究应该建立在我们进一步探究的调查之间的关系发展坚实的理论模型的基本特征区域和在线搜索消费者的行为。完全相信这项研究中描述的因素确实观察到的差异的原因和比利时,我们需要根据定义良好的结构性模型中使用的构造措施。这些因素中的一个或几个可以被孤立排除所有其他可能的影响因素。或,可以专注于一个方面的网上信息搜索前购买,与文化的关系,深入经济、行为或其他因素。最后,网络信息搜索的六个方面之间的关系可以调查。结果基于学生样本不应盲目应用。我们的选择特定的样本有一定的好处。学生是有趣的研究对象,因为他们占中国互联网人口的三分之一。此外,该示例包含学生广泛的主题。然而,谨慎当泛化结果需要三个原因。首先,样本从一个国家比比利时可能是一个更合适的基地与中国进行比较。不过,除了对搜索引擎的使用模式,观察到的差异中国和比利时几乎没有出现影响比利时要小得多这个事实。其次,尽管结果可能广义从学生到整个中国互联网人口,这将不是他们所有人。例如,老年人一般较少使用论坛。在2006年,68.9%的中国论坛用户年龄在18 - 30(Comsenz 2006)。另外一个例子,体力劳动者和下岗工人在学生年龄范围可能显示不同的行为,因为他们中的很多人在网上冲浪在网吧(中国互联网络信息中心2009)。公民也在农村地区经常去网吧(中国互联网络信息中心2007 c)。所有的互联网用户,大学生利用广泛的应用(中国互联网络信息中心2009)。第三,它应该考虑的一些结果只能有效的在这个时间点上,因为中国的价值观、政治、经济、消费行为等基本方面发展相对迅速。年轻人适应它们的值比老年人更容易(郑1994)。的学生明天比今天的学生的行为可能会有所不同,有了互联网在生活的早期阶段。当前的学生可能明天比今天表现不同,价格变得忙碌和不敏感。正如一位采访业务专业把它简单地,“学生有时间但没钱,我有钱,但是没有时间。“因此,未来的研究可以选择更具代表性样本为整个中国互联网人口。另外,另一个学生人口可能在几年来评估检查,如果他们的行为不同于当前的学生。中国样本也可以与其他样本相比,较大的国家或地区比比利时。在这篇文章中,我们增加了消费者的现有知识在互联网上搜索行为与不同的文化背景,我们显示依赖互联网行为和某些文化之间的关系,经济行为,和其他因素。已经提出未来研究的方向,包括扩展现有模型在线搜索行为的解释因素确定在这项研究中,进一步探索该依赖关系,验证样本的结果与其他特征。

Consumers Search for Information on the Internet: How and Why China Differs from Western Europe

Abstract

Internet adoption in China is booming and purchasing power is growing steadily. Increasing numbers of Chinese turn to the Internet to search for information prior to a purchase. Based on 32 h of interviews with students and business professionals in China, and a questionnaire completed by a sample of 1140 students in Beijing and Belgium, our explorative study demonstrates that fundamental cultural, behavioral, economic,technical, and other characteristics of China cause significant differences between Chinese and Western Europeans in their online search process for information prior to a purchase. The differences occur in frequency, goal, types of information sought, types of websites used, search engine usage patterns, and contribution of user opinions. This has important implications for marketing practitioners in China, especially for multinational

corporations that enter China and that are not familiar yet with the Chinese environment. Suggestions for future research are also provided.

Keywords: Online marketing; Search behavior; Cross-cultural; Internet; Consumer; Information

As the Internet penetration and purchasing power in China is growing rapidly, consumers raise their level of spending and make increasing use of the Internet to evaluate their potential online or offline purchases. This study has shown that there are distinct differences between Chinese and Belgian students with regard to their search for information on the Internet. These differences are caused primarily but not only by cultural differences between China and Belgium. Fig. 13 summarizes dependency relationships between six attributes of the online search process of consumers (right column) and fundamental differences between China and Western Europe (left column).

The arrows indicate which fundamental differences explain the differences in online search behavior. These results have important implications for marketing practitioners in China, especially for multinational corporations that enter the Chinese market and that are not familiar yet with the Chinese environment. Western multinationals cannot adopt the same online marketing strategies in China as they do in their home region. Since Chinese use the Internet so often to search for commercial information, companies in China cannot neglect this marketing channel. By understanding consumers primary goal and the type of information that they are looking for online, companies can direct their online marketing efforts where they are most effective. Even though search engines are used less in China to find commercial information, they should be part

of any business marketing strategy since they are still an important gateway to information for the Chinese consumer.

We have explored Chinese consumers behavior on search engines. Paying Baidu to be listed on top of the search results even when not having the most relevant website is not necessarily the best strategy, as Chinese click relatively seldom on the first results. However, companies that do not appear on the first page may not be noticed at all, since Chinese rarely

explore pages after the first. Our research also has theoretical implications. Existing theories and models do not sufficie

剩余内容已隐藏，支付完成后下载完整资料

Consumers Search for Information on the Internet: How and Why China Differs from Western Europe

Abstract

Internet adoption in China is booming and purchasing power is growing steadily. Increasing numbers of Chinese turn to the Internet to search for information prior to a purchase. Based on 32 h of interviews with students and business professionals in China, and a questionnaire completed by a sample of 1140 students in Beijing and Belgium, our explorative study demonstrates that fundamental cultural, behavioral, economic,technical, and other characteristics of China cause significant differences between Chinese and Western Europeans in their online search process for information prior to a purchase. The differences occur in frequency, goal, types of information sought, types of websites used, search engine usage patterns, and contribution of user opinions. This has important implications for marketing practitioners in China, especially for multinational

corporations that enter China and that are not familiar yet with the Chinese environment. Suggestions for future research are also provided.

Keywords: Online marketing; Search behavior; Cross-cultural; Internet; Consumer; Information

As the Internet penetration and purchasing power in China is growing rapidly, consumers raise their level of spending and make increasing use of the Internet to evaluate their potential online or offline purchases. This study has shown that there are distinct differences between Chinese and Belgian students with regard to their search for information on the Internet. These differences are caused primarily but not only by cultural differences between China and Belgium. Fig. 13 summarizes dependency relationships between six attributes of the online search process of consumers (right column) and fundamental differences between China and Western Europe (left column).

The arrows indicate which fundamental differences explain the differences in online search behavior. These results have important implications for marketing practitioners in China, especially for multinational corporations that enter the Chinese market and that are not familiar yet with the Chinese environment. Western multinationals cannot adopt the same online marketing strategies in China as they do in their home region. Since Chinese use the Internet so often to search for commercial information, companies in China cannot neglect this marketing channel. By understanding consumers primary goal and the type of information that they are looking for online, companies can direct their online marketing efforts where they are most effective. Even though search engines are used less in China to find commercial information, they should be part

of any business marketing strategy since they are still an important gateway to information for the Chinese consumer.

We have explored Chinese consumers behavior on search engines. Paying Baidu to be listed on top of the search results even when not having the most relevant website is not necessarily the best strategy, as Chinese click relatively seldom on the first results. However, companies that do not appear on the first page may not be noticed at all, since Chinese rarely

explore pages after the first. Our research also has theoretical implications. Existing theories and models do not sufficiently take into account cultural factors to explain online search behavior. Most existing studies are based on basic economics (Jepsen 2007; Klein and Ford 2003), website characteristics (Yoon 2002), and demographic factors such as income and education (e.g., Sohn, Joun,and Chang 2002) or other non-cultural consumer characteristics (Bhatnagar and Ghose 2003; Senecal, Kalczynski, and Nantel 2005). Our study is one of the first cross-cultural studies on online search behavior and has shown that prevailing models do not hold for a mixed population of Chinese and Belgian respondents. We have identified additional factors that should be incorporated in future models for online search behavior. Examples include price-consciousness, business opportunism, collectivism vs. individualism, and importance of face-to-face contact. These factors do not explain intra-country differences in online search behavior but become relevant factors when looking at consumers from different cultures. By immersing in the local Chinese environment for two months, the principal author has gained affinity for local specificities in culture, society, economy, etc. The sample for the questionnaire was large (N=1140) and allowed for a reliable comparison between Chinese and Belgians. Possible deviation from reality due to self-reporting is an inherent disadvantage of the questionnaire method, but potential differences between Chinese and Belgians in response bias (e.g. different extremity) were paid particular attention to in order to maintain comparability. Combining interview data with data from a questionnaire increased the reliability of our cross-cultural comparison.Notwithstanding, there are two main limitations to this research. First, links between the observed results and the attributed explanations should not be interpreted thoughtlessly. The hypotheses were formulated on the basis of a large amount of pilot interviews with Chinese students and findings in existing literature. This ensured that the main factors were included in the study but still does not exclude the possibility that some of them are without effect or that certain other factors were overlooked. Future research should build further upon our explorative investigation to develop solid theoretical models for the relationship between fundamental characteristics of regions and online search behavior of consumers. To be completely sure that the factors described in this study are indeed the cause for the observed differences between Chinese and Belgians, we need structural models based on well-defined measures for the const

剩余内容已隐藏，支付完成后下载完整资料

资料编号：[287266]，资料为PDF文档或Word文档，PDF文档可免费转换为Word

原文和译文剩余内容已隐藏，您需要先支付 30元 才能查看原文和译文全部内容！立即支付

以上是毕业论文外文翻译，课题毕业论文、任务书、文献综述、开题报告、程序设计、图纸设计等资料可联系客服协助查找。

您可能感兴趣的文章