网络营销参与与消费者行为外文翻译.doc

本科毕业论文（设计） 外 文 翻 译 原文： Internet Marketing Involvement and Consumer Behavior Introduction One of the most stunning aspects of the past few years has been the speed at which the Internet market has expanded and matured. This rapid rate of Internet adoption has resulted in an extraordinary pace of change in the marketing landscape- and opened up a variety of opportunities for marketers. All across Taiwan and around the world, shopping centers are closing their doors as consumers turn to the Internet for all of their shopping needs. The Internet as the primary on-line marketing channel is now overtaking the commercial on-line services. In fact, all of the on-line service firms now offer Internet access as a primary service. Users can send e-mails, exchange views, shop for products and access news,food recipes, art and business information. As the Internet establishes its position as a mainstream marketing channel, consumer criticism regarding Internet marketing strategies have increased as well. Critics worry about information privacy, including issues related to the acquisition and dissemination of consumer data . Thus, though over half of all American adults use the Internet, approximately only half of the current Internet users have purchased products or services online . This poses a serious obstacle for Internet marketers, as 75% of American adults do not spend money in web stores. The percentage of online money-spenders is generally less in countries outside the United States. A key factor that decides the success of Internet marketing is user involvement. The level of consumer involvement in a product category or service is a major determinant of online purchase or usage behavior. Different involvement clusters produce different responses. Thus the degree of user involvement in an Internet marketing effort will determine consumer behavior. The response dimension is a function of the type of involvement generated an