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How Online Decision Aids Affect Online Purchasing Behaviour of digital products
在线线决策辅助工具如何影响数码产品的在线购买行为
Introduction
介绍
Online shopping has abundant advantages. Due to internet software and technology have grown dramatically over the past several years, the number of consumers who use interactive media for online shopping has also rapidly increased. Because there are now so many different forms and brands available in the market, consumers need to spend more time on selecting which product to buy, and therefore, making decisions online with a vast range of products is really difficult for consumers. There is no doubt low price is the biggest attractor of all for consumers, but with a market of perfect information, how to look for low price is the key, and that is where online decision aids come into play.
网上购物具有丰富的优势。由于互联网的软件和技术在过去几年有了显着增长，网上购物消费者使用互动媒体的数量也迅速增加。由于现在有这么多不同的形式和品牌在市场上，消费者需要花费更多的时间在选择所购买的产品，因此，决定网上种类繁多的产品，作为消费者真的很难。毫无疑问，低廉的价格是所有为消费者最大的吸引，但随着市场的完善的信息，如何寻找低廉的价格是关键，在线决策辅助工具来发挥作用的地方。
In the age of the internet, the consumer shopping model and the enterprises’ business model have 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, and 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. Due to internet software and technology have grown dramatically over the past several years, 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已经逐渐改变。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。例如，它是一个24小时的市场，和不存在的时间或区域限制。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。由于互联网的软件和技术在过去几年有了显着增长，网上购物消费者使用互动媒体的数量也迅速增加（Haubl和Trifts，2000年）。
Interestingly, nowadays, consumers have a vast amount of alternative products to choose from. However, sometimes too many choices could confuse the consumers, for example, even when they just intend to purchase a common product such as headache medication. Because there are now so many different forms and brands of headache medication available in the market, consumers need to spend more time on selecting which product to buy (Murray and Haubl, 2008).http://www.ukassignment.org/dxygassignment/
有趣的是，如今，消费者有大量的替代产品可供选择。然而，有时太多的选择可能会混淆消费者，例如，即使当他们打算购买一个共同的产品，如头痛药物。由于现在有这么多不同的形式和品牌的头痛药在市场上，消费者需要花更多的时间在选择产品购买（穆雷和Haubl的，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 assist them in determining what they need. Employees need to solve this problem in order to attract consumers to approach online shopping. Therefore, most online stores have decision aids to help consumers select products and attract them to purchase the items they are interested in (Punj and Rapp, 2003).
The same situation can be applied to buying luxuries products online, as it is hard to choose from so many brands and official sites, not to mention one luxuries brand may have thousands of products to choose from. Potential customers may have the financial power to shop, but without appropriate online help, they may turn to sites that make their life easier with better online decision aids.
因此，网上种类繁多的产品的决策是非常困难的消费者。与此相反，在传统商店中，店主可以提供面对面的服务机构到个人消费者，以协助他们确定他们需要什么。员工需要解决这个问题，以吸引消费者接近的网上购物。因此，大多数网上商店的决策辅助工具，以帮助消费者选择产品，吸引他们购买他们感兴趣的项目（Punj和Rapp，2003年）。
同样的情况也适用于在网上购买奢侈品的产品，因为它是难以选择从如此众多的品牌和官方网站，更不要说一个奢侈品品牌可能有成千上万的产品以供选择。潜在客户可能有足够的财政购物，但没有相应的在线帮助，也可以找网站，使他们的生活更轻松，更好的在线决策辅助工具。
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