外文翻译-移动购物者营销关键问题，目前的见解和未来的研究途径（节选）

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1、字数：英文 2335 单词， 12710 字符；中文 4189 汉字 出处： Venkatesh Shankar,Mirella Kleijnen,Suresh Ramanathan,Ross Rizley,Steve Holland,Shawn Morrissey.Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research AvenuesJJournal of Interactive Marketing.2016,34:37-48 外文文献： Mobile Shopper Marketing: Key

2、 Issues, Current Insights, and Future Research Avenues Abstract The intersection of mobile marketing and shopper marketing, known as mobile shopper marketing, is a rapidly evolving area. We formally dene mobile shopper marketing as the planning and execution of all mobile-based marketing activities

3、that inuence a shopper along and beyond the path-to-purchase: from the initial shopping trigger, to the purchase, consumption, repurchase, and recommendation stages. However, not much is known about mobile shopper marketing. We plug this gap by rst discussing mobile shopper marketing and its scope i

4、n depth and then presenting a process model that connects the mobile shopping journey with four key entities, i.e., shopper, employee, organization, and mobile technology. For each of these themes, we identify the challenges that offer future research opportunities. Keywords:Mobile marketing; Shoppe

5、r marketing; Technology; Digital marketing; Consumer behavior Shoppers use of mobile, which typically refers to a mobile device, medium, technology, or channel, is growing at a tremendous pace. More than four-fifths of U.S. shoppers use a mobile device to shop even within a store (Google M/A/R/C Stu

6、dy 2013). Mobile adoption is truly global. Mobile devices are so ubiquitous that there are more people with mobile devices than there are with toothbrushes in the world (MMA Asia 2011). Mobile broadband is more pervasive than fixed broadband around the world and much of the surge in mobile usage emanates from emerging markets like China and India, which together account for roughly one-third of mobile handsets worldwide (). In response to these trends, marketers are i