英语翻译INTRODUCTIONThe interactivity and global connectivity of the nternet offers several interesting opportunities and applications for interactive home shopping(Alba et al.,1997) and online marketing (Hoffman& Novak,1996; Deighton,1996; Bezji

英语翻译INTRODUCTIONThe interactivity and global connectivity of the nternet offers several interesting opportunities and applications for interactive home shopping(Alba et al.,1997) and online marketing (Hoffman& Novak,1996; Deighton,1996; Bezji
英语翻译
INTRODUCTION
The interactivity and global connectivity of the nternet offers several interesting opportunities and applications for interactive home shopping(Alba et al.,1997) and online marketing (Hoffman& Novak,1996; Deighton,1996; Bezjian-Avery,Calder,& Iacobucci,1998; Wind & Rangaswamy,2001).The Internet is hypothesized to lead to increased efficiency,e.g.,in consumer information search costs (Alba et al.,1997;Lynch & Ariely,2000),and increased effectiveness,through different applications that are designed to support online customers and assist in building customer loyalty.Focusing on the latter,several researchers consider the Internet to be a well-suited medium for building consumer brand relationships (Armstrong & Hagel,1996;Peppers & Rogers,1997; Hagel,1999; Schultz &Bailey,2000).However,very few attempts havebeen made to investigate how different interactive Internet tools may develop or enhance such relationships.This lack of research is surprising when considering the vast resources in vested into brand-building activities by companies on the Internet world wide.To gain new insights in this important area,there is a strong need for studying the effects of various Internet-based applications on consumer-brand relationships.In this study,two of the most common interactive Internet-applications applications personalized Web sites and Web sites with customer communities—were compared experimentally for their ability to develop consumer-
brand relationships.The Brand Relationship Quality (BRQ) framework (Fournier,
1998) was used to test potential effects.Moreover,Internet experience was included as a moderator variable,because this variable has been shown to affect both consumer perception of Web sites (Bruner & Kumar,2000) and consumer behavior in electronic markets (Liang & Huang,1998).In the following,interactivity is briefly defined within an Internet context and two dominant interactive Internet applications (personalization and customer community) are presented and contrasted.Second,the potential moderating effect of Internet experience is discussed.Furthermore,the concept of brand relationship is briefly presented.Finally,we report on the methodology and results of the experimental comparison of the two applications and discuss implications for marketing management and future research.

英语翻译INTRODUCTIONThe interactivity and global connectivity of the nternet offers several interesting opportunities and applications for interactive home shopping(Alba et al.,1997) and online marketing (Hoffman& Novak,1996; Deighton,1996; Bezji
为了上下文通顺我都选择了意译!
括号内的名字什么就不翻译了!
用(..)表示!
INTRODUCTION
The interactivity and global connectivity of the internet offers several interesting opportunities and applications for interactive home shopping(Alba et al., 1997) and online marketing (Hoffman& Novak, 1996; Deighton, 1996; Bezjian-Avery, Calder, & Iacobucci, 1998; Wind & Rangaswamy,2001).
因特网互动性以及全球性为交互式的足不出户的购物(..)以及在线营销(..)提供了一些有益的机会和应用方式.
The Internet is hypothesized to lead to increased efficiency, e.g., in consumer information search costs (Alba et al., 1997;Lynch & Ariely, 2000), and increased effectiveness, through different applications that are designed to support online customers and assist in building customer loyalty.
因特网被认为引导了效率革命. 例如在客户信息检索花费上(..). 并且也通过为在线用户设计的不同的应用程序, 帮助建立了客户忠诚度. 提高了效率
Focusing on the latter, several researchers consider the Internet to be a well-suited medium for building consumer brand relationships (Armstrong & Hagel, 1996;Peppers & Rogers, 1997; Hagel, 1999; Schultz &Bailey, 2000).
根据当今现状.一些研究者将因特网当作建立客户品牌关系(..)的一个合适媒介
However, very few attempts have been made to investigate how different interactive Internet tools may develop or enhance such relationships.
然而, 对于调查交互式因特网工具会如何发展或者提高这些关系的研究问题上, 只进行了很少的尝试
This lack of research is surprising when considering the vast resources in vested into brand-building activities by companies on the Internet world wide.
当想到世界各地的公司在互联网上开展品牌建立活动后获得的巨大的资源时, 这种对研究(前面提到的研究)的缺乏简直令人惊讶.
To gain new insights in this important area, there is a strong need for studying the effects of various Internet-based applications on consumer-brand relationships.
要在这一重要领域获得新的见解,必须要研究各种对客户品牌的关系基于互联网的应用的影响.
In this study, two of the most common interactive Internet-applications: applications personalized Web sites and Web sites with customer communities—were compared experimentally for their ability to develop consumer brand relationships.
在这个研究中. 两个最普遍的交互式因特网应用——个人应用网页和带有客户社区的网页,对增进客户品牌关系的能力,被进行了实验性的比较
The Brand Relationship Quality (BRQ) framework (Fournier,
1998) was used to test potential effects.
这种品牌关系质量(BRQ) (...)被用来检测潜在影响力.
Moreover, Internet experience was included as a moderator variable, because this variable has been shown to affect both consumer perception of Web sites (Bruner & Kumar, 2000) and consumer behavior in electronic markets (Liang & Huang, 1998).
此外,互联网体验也被认为是两极性的协调者（这里我也不知道怎么翻译好!）,因为这个两极性已经被表明既会影响消费者对网页的感觉（..）又会影响消费者在电子市场的行为（..） .
In the following, interactivity is briefly defined within an Internet context and two dominant interactive Internet applications (personalization and customer community) are presented and contrasted.
接下来,互动被简单地界定在一个互联网的背景中
两个主要的交互式的互联网应用程序（个性化和客户社区）被介绍以及对比.
Second, the potential moderating effect of Internet experience is discussed. Furthermore, the concept of brand relationship is briefly presented.
第二,互联网体验的潜在协调均衡能力也被进行了探讨.并且,品牌关系的概念也被进行了介绍.
Finally, we report on the methodology and results of the experimental comparison of the two applications and discuss implications for marketing management and future research.
最后,我们报告两个应用程序的实验性比较的方法和结果
并讨论市场营销管理影响和未来的研究
整理结果!
INTRODUCTION
因特网互动性以及全球性为交互式的足不出户的购物(..)以及在线营销(..)提供了一些有益的机会和应用方式.
因特网被认为引导了效率革命. 例如在客户信息检索花费上(..). 并且也能通过为在线用户设计的不同的应用程序, 帮助建立客户忠诚度. 提高了效率
根据当今现状.一些研究者将因特网当作建立客户品牌关系(..)的一个合适媒介
然而, 对于调查交互式因特网工具会如何发展或者提高这些关系的研究问题上, 只进行了很少的尝试
当想到世界各地的公司在互联网上开展品牌建立活动后获得的巨大的资源时, 这种对研究(前面提到的研究)的缺乏简直令人惊讶.
要在这一重要领域获得新的见解,必须要研究各种对客户品牌的关系基于互联网的应用的影响.
在这个研究中. 两个最普遍的交互式因特网应用——个人应用网页和带有客户社区的网页——增进客户品牌关系的能力,被进行了实验性的比较
并用一个品牌关系质量(BRQ)体系 (...)来检测潜在的影响.
此外,互联网体验也被归到两极性的协调者（这里我也不知道怎么翻译好!）,因为这个两极性已经被表明既会影响消费者对网页的感觉（..）又会影响消费者在电子市场的行为（..） .
接下来,在一个互联网的大背景中,概括的定义互动性. 然后介绍和对比两个主要的交互式的互联网应用程序（个性化和客户社区）
第二,互联网体验的潜在协调均衡能力也被进行了探讨.并且,品牌关系的概念也被进行了介绍.
最后,我们报告两个应用程序的实验性比较的方法和结果
并讨论市场营销管理影响和未来的研究
很奇怪!
从“接下来”开始
好像是介绍一个演讲或者会议的主要内容...!
所以到后面有些不连贯!