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如果您需要专业的奢侈品购买决策分析作业指导服务,您可以联系本站1455780998 email:ukassignment@qq.com How Online Decision Aids Affect Online Purchasing Behaviour of digital products 在线决策辅助工具如何影响数码产品的在线购买行为 Literature Review 文学评论 The objective of this research is to examine luxurious brands’http://www.ukassignment.org/scyxgl/online decision aids aiming to help when customers are shopping online. The research involves information systems study, and the literature review section is thus divided into four main categories. The first part of the literature review discusses the issue of online store. The second part describes the environment of electronic shopping. The third part explains about Interactive Consumer Decisions Aids which includes Recommendation Agent as well as Comparison Matrix. The fourth part it covers the key motivation studies of the customer behavior as well as the repeat purchase decision. 本研究的目的是研究奢侈品牌的在线决策辅助工具，旨在帮助客户在网上购物时。研究涉及到信息系统的研究，文献综述部分被分成四大类。在文献回顾的第一部分讨论这个问题的网上商店。第二部分介绍了电子购物的环境。第三部分介绍了互动，消费者的决策辅助工具，其中包括推荐代理以及判断矩阵。第四部分，它涵盖了客户的行为以及重复购买决策的主要动机研究。 In the age of the internet, the consumer shopping model and enterprises’ business model has changed progressively. As a result, consumers now have a new shopping alternative that is online shopping. Online shopping has abundant advantages. For instance, it is a 24 hour market, there is no time or area limits. Furthermore, it enables consumers to search for particular products easily and it is more cost-saving. For the abovementioned reasons, enterprises have started to focus on e-commerce. Over the past several years, internet software and technology has grown dramatically. The number of consumers who use interactive media for online shopping has also rapidly increased (Haubl and Trifts, 2000). 在互联网时代，消费者的购物模式和企业的商业模式逐步发生了变化。因此，消费者现在有一个新的购物选择，是网上购物。网上购物具有丰富的优势。举例来说，这是一个24小时的市场，也没有时间和区域的限制。此外，它使消费者能够轻松地搜索特定的产品和更节约成本。基于上述原因，企业已经开始专注于电子商务。在过去的几年中，网络软件和技术的显着增长。使用互动媒体网上购物的消费者的数量也迅速增加（Haubl和Trifts，2000年）。 Nowadays, customers have a vast amount of alternative products to choose from. For instance, a Wal-Mart supercenter has over 100,000 items (Yoffie, 2005), Home Depot has more than 50,000 items (Murray and Chandrasekhar, 2006), and traditional grocery shops have over 30,000 items (Schwartz, 2005). There is no need to say how much items an online store has, because e-Bay and Amazon both offer millions of products (Murray and Haubl, 2008). However, sometimes too much choice confuses the consumers, even when a customer just wants to purchase a common product such as headache medication because there are now so many different forms and brands of headache medication so the consumer needs to spend a lot of time on selecting the product (Murray and Haubl, 2008).. They need to select between the chemical composition, brand name, generic, packaging, and concentration (Murray and Haubl, 2008). It is worth pointing out that:“There is a cost to processing information, and cost rises as the complexity of the decision increases” Murray and Haubl, (2008). 如今，客户有大量的替代产品可供选择。例如，沃尔玛购物广场拥有超过10万件（约菲，2005年），家得宝（Home Depot）拥有超过50,000项（Murray和钱德拉塞卡，2006年），，传统杂货店有超过30,000个项目（施瓦茨，2005年）。有没有必要说的网上商店有多少个项目，因为电子湾和亚马逊都提供了数以百万计的产品（穆雷和Haubl的，2008年）。然而，有时太多的选择混淆了消费者，甚至当客户想要购买一个共同的产品，如头痛药，因为现在有这么多不同的形式和品牌，因此消费者需要花费大量的时间上选择的头痛药产品（穆雷和Haubl的，2008年）..他们需要选择之间的化学成分，品牌名，通用，包装，浓度（Murray和Haubl，2008年）。 As a result, making decisions online with a vast range of products is really difficult for consumers. In contrast, in traditional stores, the shopkeeper can offer face to face service to individual consumers to help give the consumer what they need. Online stores need to solve this problem in order to attract consumers to online shopping. Therefore, that is why most online stores have decision aids to help consumers select products and attract them into purchase the items (Punj and Rapp, 2003). 因此，网上种类繁多的产品的决策是非常困难的消费者。相反，在传统商店中，店主可以提供面对面的服务，帮助个人消费者，给消费者他们需要什么。需要网上商店来解决这个问题，以吸引消费者的网上购物。因此，这就是为什么大多数网上商店的决策辅助工具，以帮助消费者选择产品，吸引他们购买项目（Punj和Rapp，2003年）。 Furthermore, in regards to the stages of the decision making process in an electronic commerce environment which are two main stages during the decision making process of the online shopping product search environment in order to make a decision (Haubl and Trifts, 2000). The first stage is screening the products, and the second stage is comparing the products’ different features and details. During these two stages that customers enable to use Interactive Consumer Decisions Aids in order to support their purchasing process as well as make purchase decisions. 此外，对于在电子商务环境下，这是两个主要阶段，为了使一个的的决定（Haubl和Trifts，2000年）期间的网上购物产品搜索环境中的决策过程，决策过程的各个阶段。第一阶段是筛选的产品，和第二阶段的产品的不同特征和细节进行比较。在这两个阶段的客户能够使用互动的消费者的决策辅助工具，以支持他们的采购过程以及做出购买决定。 |
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