Shopping Online for Freedom, Control, and Fun
探讨了消费者在线购物的目标导向和体验动机，发现在线购物相比线下购物显著增强了自由感和控制感，并指出网站作为信息和沟通工具的重要性。
Consumers shop online for both goal-oriented and experiential reasons. However, goal-oriented motives are more common among online shoppers than are experiential motives. This article identifies and discusses attributes that facilitate goal-oriented online shopping, including accessibility/convenience, selection, information availability, and lack of unwanted sociality from retail sales help or shopping partners such as spouses. Importantly, consumers report that shopping online results in a substantially increased sense of freedom and control as compared to offline shopping. While consumers are more likely to describe offline rather than online shopping in experiential terms, evidence of experiential motivations for online shopping is emerging. Also, while closing transactions at web sites is one important e-commerce goal, companies should not lose site of the continuing importance and power of their web site as an information and communications vehicle.