Question

求英文翻译中文，谢谢~

The role of emotions, fun, and pleasure in consumer behavior is now widely recognized as being of key importance, and consumers' shopping is usually discussed in terms of its “goal-oriented” or “utilitarian” value and its “recreational” or “hedonic” value (Griffin et al., 2000; Hirschman and Holbrook, 1982; Wagner and Rudolph, 2010). Hedonistic shopping is described as the festive, ludic, or even epicurean way of shopping, and is related to fun and playfulness rather than to task completion, reflecting the experiential side of shopping, comprising pleasure, curiosity, fantasy, escapism, and fun (Hirschman and Holbrook, 1982; Scarpi, 2012). On the other hand, utilitarianism is described as the ergic, taskrelated, and rational, meaning that a shopping expedition is based on efficiency and rationality. Utilitarianism is related to necessity rather than to recreation, and is often described in terms that are commonly used otherwise to evaluate work performance (e.g. success, accomplishment). As Wolfinbarger and Gilly (2001) p. 34 summarize, consumers can sometimes “shopto acquireitems” and at other times “shop to shop”.

Answer 1

在消费者行为学中，情感被认为是很重要的。消费者的购物过程通常有两个属性：现实主义和享乐主义。享乐主义的购物过程是一种娱乐，他们更像是玩耍而不是完成工作，这是一种愉悦和有趣的体验。现实主义购物是理性的，是为了完成任务而不是娱乐消遣，通常用评价工作表现的词语来形容它（eg.成功完成一次购物）。根据《Wolfinbarger and Gilly 》(2001年出版)的第34页，消费者有时候“根据需要来进行采购”，有时候“一个商店一个商店的逛”。