年龄因素对满意度和口碑在移动购物中产生的影响外文翻译资料

年龄因素对满意度和口碑在移动购物中产生的影响

第三部分

原文作者: Sonia San-Martiacute;n, Jana Prodanova, Nadia Jimeacute;nez

1. 基于买家年龄角色考虑的移动消费口碑产生的决定因素

3.1 在移动消费中口碑和满意度的关系

关于移动消费的研究还很少,特别是涉及到手机端的消费(Harris et al., 2005 and Okazaki, 2009)。一些研究已经分析了影响消费者参与到口碑传播的因素，论证了口碑的作用。研究结果表明消费者的口碑可信度要比商业性的或者网络上相关信息更高。根据Rogers (2003)的接受理论和创新扩散理论，消费者可以在下列类别之一，从高位到低位创新：创新者，早期采用者，媒体采用，后期采用者和落后者。根据这一理论，这将是可取的引导朝向第一两组的营销努力，以实现该创新扩散。

满意度是一个已经在移动商务背景下被研究过的关系变量。这意味着实现预期以及积极的情感状态是基于对移动商务关系维护的结果。它在网购环境下也对客户忠诚和其购买意愿产生影响。讲到移动商务的具体案例，在这个对客户来说全新的未知的买卖媒介里，满意度是关键。如果要维护好客户关系，切记首次商业体验将为公司在这一领域的成功或失败定下基调。因此，许多研究都在强调满意度和口碑变量的重要性。

满意度是一个已经在移动商务背景下被研究过的关系变量。这意味着实现预期以及积极的情感状态是基于对移动商务关系维护的结果。它在网购环境下也对客户忠诚和其购买意愿产生影响。讲到移动商务的具体案例，在这个对客户来说全新的未知的买卖媒介里，满意度是关键。如果要维护好客户关系，切记首次商业体验将为公司在这一领域的成功或失败定下基调。因此，许多研究都在强调满意度和口碑变量的重要性。

年龄在这中关系中扮演什么样一个角色？越年长的顾客，对倚靠科技的服务所产生的兴趣就越少，对互联网和移动服务就越抗拒，这也导致了更高的风险感知度。有更多个人主见的（如有群体的支持）或者有自己经历（满意度）的会降低风险感知，会尽可能的从移动购物中受益，从而促进满意度和口碑。除此之外， Ansari等人表示，用户对技术不仅仅是简单的使用，实际上更是根据自己的生活方式和个人需求来适用技术。作为一个优良群体的一部分能使人对移动购物满意，假如群体中其他人也这样做的话。他们会被群体里的其他成员所影响，反过来也能影响其他人，从而促成了口碑。结果是：

H1.

移动购物口碑满意度的积极影响，对成年人的作用要比对年轻人更大。

3.2. 在移动购物环境下，消费者年龄对促成满意度和口碑传播的作用

3.2.1 娱乐感知

为了和消费者产生良好沟通，手机网站的网页外观和结构就显得特别重要。消费者购物考虑到外在的或功力的目的，也有内在或享乐的动机。Wolfinbarger and Gilly 的文章说过，网络消费者总能展现一个基于经验的动作（为了乐趣和享受而购买）。因此消费者一旦认为某样东西很有趣，别人也会感兴趣，那么他/她就很有可能会把它转发给其他收件人。

很多消费者使用技术比如手机就是为了娱乐，寻找消遣和与人互动，而不仅仅是带着功利色彩。事实上，对移动服务使用的发展态度来说，享乐目的才是它重要的决定因素。动机理论也对此有所研究，它也常常和技术接受模型理论相结合。

使用与满足理论已广泛应用于通讯研究,也被应用在移动环境中来说明内在动机如何影响使用手机的决策。内在动机是指内部满足感如情感,享受和社会化与其他消费者在使用手机等技术。手机是一个很好的工具来解决消费者内在动机来购买,如娱乐,通过使用游戏或互动的竞赛。娱乐活动是指在很大程度上被视为享受本身而撇开预期的后果和补偿。客户满意度可以从产品或服务的购买中获取，也从个人和情感上反应中得到某种乐趣。娱乐活动对移动消费来说是种内在动机，也被当做移动消费的增强因素来研究。

3.2.2 主观规范

技术接受理论已经在发表移动技术接受理论的文献中被广泛的应用。。理性行动理论是一个重要的相关理论,解决了采用的技术，这表明消费者主观行为意图融合了两种因素：态度（个人本性，感知控制）和行为（基于社会影响，所谓的主观规范）。用户倾向于用一种放心接受的观点从特定个人或团体(亲戚、同事或媒体)获取信息。从这些个人或团体中来的期望和看法可能影响其感知有用性以及行为意向。更具体地说，当消费者觉得移动购物像社交般重要，那么他会对此抱有一个更加积极的态度。

因此，移动消费者的行为不仅仅受到曾经的满意经历和感受到的欢乐所影响，所处群体也会对其产生影响。事实上,移动电话的使用涉及到社会构成。主观规范被视为一种观念，大多数对他或她很重要的人认为应该或不应该做的事（拿我们身边的例子，使用手机的购买）。用户倾向于从特定个人或团体(亲戚、同事)获取信息，先通过内化的推荐讨论过程。这些参照个人或团体的期望和看法可能会影响感知有用性以及行为意向。XX和XX也在移动环境下提出了关于主观规范从意愿发展到使用态度的重要性。当用户缺乏可靠的关于使用细节的信息时，群体意见对个人态度形成的相关性增加，因为它是产品/服务购买在早期发展或扩散阶段的案例。XXX提出，主观规范是消费者使用移动服务的前期意图。XXX测试了主观规范对消费者抱怨不满意愿的影响，主观规范结合感知预期从相关个人或团体和意图符合这些期望。XXX指出，参与者从其他人获得支持性的信息的机会影响了他们对一个由手机辅助的戒烟计划的满意度。结合前人的推理论证,本文提出,群体可以帮助减少对移动消费的认知失调,通过这种方式,促进了移动消费者的满意度。

外文文献出处：Sonia San-Martiacute;n, Jana Prodanova, Nadia Jimeacute;nez.The impact of age in the generation of satisfaction and WOM in mobile shopping[J]Journal of Retailing and Consumer Services, 2014

附外文文献原文

3. WOM determinants in m-shopping considering the role of buyer age

3.1. The satisfaction–WOM relation in m-shopping

Research on WOM about m-shopping is scarce, especially when it comes to the shopping by mobile phone (Harris et al., 2005 and Okazaki, 2009). Several studies have analyzed the factors influencing consumer intention to engage in WOM communication and measure the effects WOM has. The results of the studies on this issue suggest that the credibility of WOM is even higher than that of the commercial information created or provided through the net (Schindler and Bickart, 2005). Following the theory of adoption and diffusion of innovations by Rogers (2003), consumers could be in one of the following categories, from higher to lower innovativeness: innovators, early adopters, medium adopters, late adopters and laggards. According to this theory, it would be advisable to direct the marketing efforts toward the first two groups, in order to achieve the innovation diffusion.

Satisfaction is a relational variable that has been studied in the context of m-commerce (Choi et al., 2008, Yeh and Li, 2009 and Deng et al., 2010). It implies fulfilling expectations as well as a positive affective state based on the result of maintaining the relation in the case of m-commerce (Yeh and Li, 2009). It also has an impact on client loyalty as well as on purchase intention in an online sales context (Ranaweera et al., 2005 and Kuo et al., 2009). In the specific case of m-commerce, which is a new and unexplored medium of buying and selling for many clients, satisfaction is a key, if relations are to be maintained, bearing in mind that initial commercial experiences may set the tone for a firm׳s success or failure in this medium. Therefore, numerous studies highlight the importance of satisfaction and WOM variables (Choi et al., 2008, Kuo et al., 2009 and Akroush et al., 2011).

Satisfaction is a causal driver of repurchase intention and of recommendation in a mobile commerce context (Kassim and Abdullah, 2008). For mobile services providers it is critical to maintain or improve their market share and profitability and retain customers. In order to reach these goals, enhancing customer satisfaction is an urgent task to tackle with (Zhao et al., 2012). Park and Stoel (2005) point out that even in contexts in which purchasers cannot touch or try out the products, those who have a positive experience will perceive less risk than those who have no purchase experience. Individuals who perceive no risk will take into account previous experiences and will emit WOM related to m-shopping.

What is the role of age in this relationship? The older the consumer, the less the interest in technology-based services (Oumlil and Williams, 2000) and the more the resistance to Internet and mobile services (Laukkanen et al., 2007), which lead to a higher perceived risk. Having more subjective knowledge (for example, the support of the group) or own experience (satisfaction) will decrease the perceived risk and will increase the benefit they receive from m-shopping, which can lead to satisfaction and WOM. Besides, as Ansari et al. (2012) state, users do not only adopt the technology for simple use, but they are actually appropriating the technology according to their

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3. WOM determinants in m-shopping considering the role of buyer age

3.1. The satisfaction–WOM relation in m-shopping

Research on WOM about m-shopping is scarce, especially when it comes to the shopping by mobile phone (Harris et al., 2005 and Okazaki, 2009). Several studies have analyzed the factors influencing consumer intention to engage in WOM communication and measure the effects WOM has. The results of the studies on this issue suggest that the credibility of WOM is even higher than that of the commercial information created or provided through the net (Schindler and Bickart, 2005). Following the theory of adoption and diffusion of innovations by Rogers (2003), consumers could be in one of the following categories, from higher to lower innovativeness: innovators, early adopters, medium adopters, late adopters and laggards. According to this theory, it would be advisable to direct the marketing efforts toward the first two groups, in order to achieve the innovation diffusion.

Satisfaction is a relational variable that has been studied in the context of m-commerce (Choi et al., 2008, Yeh and Li, 2009 and Deng et al., 2010). It implies fulfilling expectations as well as a positive affective state based on the result of maintaining the relation in the case of m-commerce (Yeh and Li, 2009). It also has an impact on client loyalty as well as on purchase intention in an online sales context (Ranaweera et al., 2005 and Kuo et al., 2009). In the specific case of m-commerce, which is a new and unexplored medium of buying and selling for many clients, satisfaction is a key, if relations are to be maintained, bearing in mind that initial commercial experiences may set the tone for a firm׳s success or failure in this medium. Therefore, numerous studies highlight the importance of satisfaction and WOM variables (Choi et al., 2008, Kuo et al., 2009 and Akroush et al., 2011).

Satisfaction is a causal driver of repurchase intention and of recommendation in a mobile commerce context (Kassim and Abdullah, 2008). For mobile services providers it is critical to maintain or improve their market share and profitability and retain customers. In order to reach these goals, enhancing customer satisfaction is an urgent task to tackle with (Zhao et al., 2012). Park and Stoel (2005) point out that even in contexts in which purchasers cannot touch or try out the products, those who have a positive experience will perceive less risk than those who have no purchase experience. Individuals who perceive no risk will take into account previous experiences and will emit WOM related to m-shopping.

What is the role of age in this relationship? The older the consumer, the less the interest in technology-based services (Oumlil and Williams, 2000) and the more the resistance to Internet and mobile services (Laukkanen et al., 2007), which lead to a higher perceived risk. Having more subjective knowledge (for example, the support of the group) or own experience (satisfaction) will decrease the perceived risk and will increase the benefit they receive from m-shopping, which can lead to satisfaction and WOM. Besides, as Ansari et al. (2012) state, users do not only adopt the technology for simple use, but they are actually appropriating the technology according to their lifestyle and individual needs. The fact of being part of a well established group can make adults be satisfied with m-shopping if the test of the group also does so, they are influenced by other members of the group, and they can influence others and emit WOM. In consequence,

H1.

The positive effect of satisfaction on WOM in m-shopping will be greater in the case of adults than in the case of young adults.

3.2. The role of buyer age when engendering satisfaction and WOM in m-shopping contexts

3.2.1. Perceived entertainment

The appearance and structure of the mobile site are of great importance in order to communicate with customers (Li and Yeh, 2010). Consumers buy considering extrinsic or utilitarian motives, but also for intrinsic or hedonic motives. Wolfinbarger and Gilly (2003) state that online customers can show an experience based behavior (purchases for fun and enjoyment). There is a higher probability for a consumer to forward an e-mail if he/she perceives it to be entertaining and can be interesting for the recipient (Yang et al., 2012).

Many consumers use technologies such as the mobile phone to entertain, searching for enjoyment and interaction, not only for utilitarian motives. In fact, hedonic motives are important determinants of the attitude towards the use of mobile services (Cyr et al., 2006) and have been studied in the Motivational Theory, sometimes in combination with TAM (Venkatesh and Davis, 2000).

The Uses and Gratifications Theory (Katz et al., 1974) has been widely used in communications research and has also been applied in mobile contexts to illustrate how intrinsic motives affect decisions to use mobile phone (Nysveen et al., 2005). Intrinsic motives refer to internal gratifications such as emotions, enjoyment and socialization with other consumers when using technologies such as the mobile phone. The mobile phone is a great tool to address consumer intrinsic motives to buy, such as entertainment, through the use of games or interactive contests. Entertainment is the extent to which an activity is perceived as enjoyable by itself, putting aside the consequences and compensations that can be anticipated. Customer satisfaction can derive from both the product or service purchased and also from the personal and emotional response connected to the pleasure of it. Entertainment is an intrinsic motivation to m-shopping and has been studied as an enhancer of m-shopping (Davis et al., 1992 and Cyr et al., 2006).

3.2.2. Subjective norms

The TAM has been the most widely used approach in the literature that addresses mobile technology acceptance (Davis, 198

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