2014年体验营销外文翻译--通过体验营销提高客户网站参与度（节选）

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1、2900 英文单词， 17000 英文字符， 中文 5100 字 文献出处： Shobeiri S, Mazaheri E, Laroche M. Improving customer website involvement through experiential marketingJ. Service Industries Journal, 2014, 34(11):885-900. Improving customer website involvement through experiential marketing Saeed Shobeiri, Ebrahim Mazaheri a

2、nd Michel Laroche This study outlines some of the important positive outcomes of enhancing e-retailing services through adding experiential benefits. It investigates how provision of experiential values by an online store improves involvement of customers in the e- retailers website. This paper also

3、 looks at the impacts of experiential values on the recently developed construct of perceived e-retailers assistive intent and investigates whether this variable contributes to the enhancement of website involvement. Collecting data from 431 North American students through a survey on actual shoppin

4、g experiences supports the overall model and the majority of the hypotheses. Findings confirm that esthetics, service excellence, and customer return on investment are effective experiential values in terms of improving e-retailers assistive image and enhancing customers involvement in the website.

5、Keywords: experiential values; e-retailing service; website involvement; assistive intent Introduction The use of the Internet by both consumers and businesses has significantly changed the retailing marketplace (Grewal & Levy, 2009). By using the Internet, consumers may obtain information, provide

6、feedback, and make transactions like never before (Ratchford, Lee, & Talukdar, 2003). Competition among e-retailing services has historically been based on factors such as price, convenience of the transaction process, and efficiency of the website. Today, however, the majority of online retailers offer these functional and technical aspects of the service process (Francis, 2009). Consequently, the competition among such services has escalated and is currently based on improving customers