英语翻译BUILDING BRAND RELATIONSHIPSONLINE:A COMPARISON OF TWOIN

英语翻译
BUILDING BRAND RELATIONSHIPS
ONLINE:A COMPARISON OF TWO
INTERACTIVE APPLICATIONS
H e l g e T h o r b j ø r n s e n
M a g n e S u p p h e l l e n
H e r b j ø r n N y s v e e n
P e r E g i l P e d e r s e n
A B S T R A C T
Due to its potential for interactive communication,the Internet is
considered a promising tool for relationship marketing.However,
the effects of interactive communication on marketing effectiveness
may depend on several factors related to each individual consumer,
such as Internet experience.In this study,two of the most
common applications for interactive communication—personalized
Web sites and customer communities—were compared for their
ability to develop consumer-brand relationships as measured by the
Brand Relationship Quality (BRQ) framework of Fournier (1998).
No main effects of the applications were observed.However,
significant effects of Internet applications were found when Internet
© 2002 Wiley Periodicals,Inc.and
Direct Marketing Educational Foundation,Inc.
JOURNAL OF INTERACTIVE MARKETING
VOLUME 16 / NUMBER 3 / SUMMER 2002
Published online in Wiley Inter Science (www.interscience.wiley.com).
DOI:10.1002/dir.10034
experience was included as a moderating variable.Specifically,it was found that personalized Web sites developed stronger consumer-brand relationships for respondents with extensive Internet experience than for respondents with limited Internet experience.Conversely,it was found that customer communities developed stronger relationships among respondents with limited Internet experience than among respondents with extensive Internet experience.Implications for marketing management and future research in this area are discussed.

BUILDING BRAND RELATIONSHIPS
ONLINE:A COMPARISON OF TWO
INTERACTIVE APPLICATIONS
两个交互软件的比较
H e l g e T h o r b j ø r n s e n
M a g n e S u p p h e l l e n
H e r b j ø r n N y s v e e n
P e r E g i l P e d e r s e n
A B S T R A C T 摘要
Due to its potential for interactive communication,the Internet is
considered a promising tool for relationship marketing.However,
the effects of interactive communication on marketing effectiveness
may depend on several factors related to each individual consumer,
such as Internet experience.
由于在交互通信中的潜力,互联网被认为是解决市场关系的有潜力的工具.但是,在市场开发效率上,交互通信的效果取决于基于每个消费者的一些因素,比如互联网经验.
In this study,two of the most
common applications for interactive communication—personalized
Web sites and customer communities—were compared for their
ability to develop consumer-brand relationships as measured by the
Brand Relationship Quality (BRQ) framework of Fournier (1998).
No main effects of the applications were observed.
在这个研究力,两个交互通信最常用的软件——个人网站和消费社区——将通过Fournier (1998)的品牌关系质量体系(BRQ)来比较它们在发展用户品牌关系上的能力.两个软件的主要效果还没有被发现.
However,significant effects of Internet applications were found when Internet experience was included as a moderating variable.Specifically,it was found that personalized Web sites developed stronger consumer-brand relationships for respondents with extensive Internet experience than for respondents with limited Internet experience.Conversely,it was found that customer communities developed stronger relationships among respondents with limited Internet experience than among respondents with extensive Internet experience.Implications for marketing management and future research in this area are discussed.
但是,当把互联网经验作为主要参数来考虑时,明显的差异就出现了.特别是,个人网站在建立客户品牌关系是,对互联网经验丰富的客户的影响比互联网经验有限的客户要大得多.相反的消费社区对互联网经验有限者的影响比那些经验丰富的人的影响要大得多.市场开发管理的方向和更多的研究会在这个领域讨论.
20太少了.