[雙語翻譯]體驗營銷外文翻譯--通過體驗營銷提高客戶網(wǎng)站參與度（節(jié)選）

1、2900 英文單詞， 英文單詞，17000 英文字符，中文 英文字符，中文 5100 字文獻出處： 文獻出處：Shobeiri S, Mazaheri E, Laroche M. Improving customer website involvement through experiential marketing[J]. Service Industries Journal, 2014, 34(11):885-900.Improvi

2、ng customer website involvement through experiential marketingSaeed Shobeiri, Ebrahim Mazaheri and Michel LarocheThis study outlines some of the important positive outcomes of enhancing e-retailing services through addin

3、g experiential benefits. It investigates how provision of experiential values by an online store improves involvement of customers in the e- retailer’s website. This paper also looks at the impacts of experiential values

4、 on the recently developed construct of perceived e-retailer’s assistive intent and investigates whether this variable contributes to the enhancement of website involvement. Collecting data from 431 North American studen

5、ts through a survey on actual shopping experiences supports the overall model and the majority of the hypotheses. Findings confirm that esthetics, service excellence, and customer return on investment are effective exper

6、iential values in terms of improving e-retailer’s assistive image and enhancing customers’ involvement in the website.Keywords: experiential values; e-retailing service; website involvement; assistive intentIntroductionT

7、he use of the Internet by both consumers and businesses has significantly changed the retailing marketplace (Grewal Oh, Fiore, Tsaur, Yi-Ti, Chang Zhang, 2008), and loyalty/behavioral intentions (Brakus et al., 2009;

8、 Keng, Huang, Zheng, Su, 2011). Most of these previous studies, however, are conducted in the primary experience sector, which compromises firms that produce experiences as their main offering (Sundho, 2009). Examples o

9、f such industries include theme parks, the games/entertainment sector, and show businesses. There is a large need for investigating the impacts of experiential values in the secondary experience sector, which consists of

10、 firms that use experiences as add-ons to their traditional offerings (Pine Pine Pine Schmitt, 1999).Holbrook and Hirschman (1982) point to a shift from the information-processing view to the experiential view of cons

11、umption. While the former perspective states that customers are mainly goal-directed, the latter emphasizes that they are constantly looking for fantasies, feelings, and fun (3Fs). Attention to sensory-emotive desires of

12、 customers in addition to their rationale and benefit-seeking motivations is the main factor that distinguishes experiential marketing from traditional marketing (Schmitt, 1999). While goal-oriented shopping focuses on i

13、ncreasing returns on the investment of resources such as time and money, experiential shopping deals with heightening one’s enjoyment in the shopping process (Mathwick, Malhotra, & Rigdon, 2002). Pine and Gilmore (

14、1998, 1999) use the term ‘experience economy’ to emphasize the prevalence of this emerging trend. For them, experience is a new type of marketing offer that follows previous offers of commodities, goods, and services. Wh

15、en one buys an experience, one buys ‘a(chǎn) series of memorable events that a company stages – as in a theatrical play – to engage him in a personal way’ (Pine & Gilmore, 1999, p. 2). Similarly, Gupta and Vajic (2000) con

16、ceptualize services as mainly experiences. They define a service as a ‘unique experience resulting from customer interactions with products, services, and contexts’ (Patricio, Fisk, & Cunha, 2008, p. 320).Holbrook (1

17、994) investigated the values that customers gain from an experiential offer and categorized them into two dimensions of intrinsic vs. extrinsic and active vs. reactive. In his framework, reactive values reflect customers

18、’ levels of comprehension of and appreciation for an experience, while active values deal with participation and collaboration of customers in the consumption process. On the other dimension, extrinsic values point to th

19、e utilitarian benefits of shopping, while intrinsic values refer to ‘a(chǎn)ppreciation of an experience for its own sake, apart from any other consequence that may result’ (Holbrook, 1994, p. 40). Based on this framework

20、, Mathwick et al. (2001) developed an experiential value scale (EVS) that incorporates the four values of playfulness, esthetics, customer return on investment (ROI), and service excel- lence (Figure 1). Playfulness refe

21、rs to feelings of escapism and temporary getaway from everyday routines, as well as intrinsic enjoyment of being engaged in absorbing activities. Esthetics includes the two elements of visual appeal and entertainment (H

22、arris& Goode, 2010). While the former points to the physical attractiveness of the shopping environment, the latter refers to the dramatic aspects of an experience that help in lifting shoppers’ spirits. Service exce

23、llence is reflected in the level to which a firm could serve as an ideal standard for quality, as well as the degree to which it delivers on its promises by showing expertise. Finally, consumer ROI includes the ‘a(chǎn)ctive i

24、nvestment of financial, temporal, behavioral and psychological resources that potentially yield a return’ (Mathwick et al., 2001, p. 41). It consists of economic value or affordable quality of an offer as well as efficie

25、ncy.In a study on catalog and Internet shopping, Mathwick et al. (2001) discussed how these experiential values improve customers’ retail preferences and future patronage intentions. Research also includes evidence of th