移动购物者营销中英文外文文献翻译必威体育精装版译文.docVIP

本科毕业设计（论文） 中英文对照翻译 (此文档为word格式,下载后您可任意修改编辑!) 标题：Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues 作者：Venkatesh Shankar, Mirella Kleijnen, Suresh Ramanathan Ross Rizley, Steve Holland, Shawn Morrissey 期刊：Journal of Interactive Marketing，34卷，37-48页 年份：2016 字数：译文6000多字 原文 Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues Venkatesh Shankar, Mirella Kleijnen, Suresh Ramanathan Ross Rizley, Steve Holland, Shawn Morrissey Abstract The intersection of mobile marketing and shopper marketing, known as mobile shopper marketing, is a rapidly evolving area. We formally define mobile shopper marketing as the planning and execution of all mobile-based marketing activities that influence 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 first discussing mobile shopper marketing and its scope in 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, Shopper marketing, Technology, Digital marketing, Consumer behavior Introduction 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. 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. 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 rough