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Tablet是什么應(yīng)該不用小編告訴你吧？這個(gè)物件兒的出現(xiàn)改變了很多人的生活狀態(tài)，閱讀、交際、購(gòu)物通通都能在這個(gè)小小的平板上完成。由此催生的商機(jī)自然不容忽視。
Comscore recently published a report which shows nearly half of tablet users are shopping online using them. Tablets will not replace computers, but they provide a much more enjoyable environment for content editors and merchants to catch users’ attention and transform them into couch-buyers.
美國(guó)市場(chǎng)研究公司Comscore最近發(fā)布的一份報(bào)告顯示，將近一半的平板電腦用戶用平板電腦在線購(gòu)物。平板電腦不會(huì)取代普通電腦，但它們提供了一個(gè)更加舒適的環(huán)境，讓網(wǎng)絡(luò)編輯和商家能夠吸引用戶的注意并將他們轉(zhuǎn)化為“沙發(fā)消費(fèi)者”。
In this transformation process, context is key: Computer users are sitting right in front of their screen, highly focused on their task (finding the best deals), while tablet users are relaxing on the couch, enjoying nice content (pictures, videos, stories). We can describe this context as couch-browsing, and by extension describe the act of browsing a catalogue or shopping through a tablet app as couch commerce.
在這個(gè)轉(zhuǎn)化的過(guò)程中，內(nèi)容是最關(guān)鍵的：普通電腦用戶坐在電腦屏幕前，全神貫注尋找最劃算的商品，而平板電腦用戶則舒適地坐在沙發(fā)上，欣賞著圖片、視頻以及小故事等精美素材。我們可以把平板電腦用戶的這種體驗(yàn)稱(chēng)為“沙發(fā)瀏覽”，推而廣之，坐在沙發(fā)上通過(guò)平板電腦上的應(yīng)用程序?yàn)g覽購(gòu)物目錄或者進(jìn)行網(wǎng)購(gòu)就可以稱(chēng)為“沙發(fā)商務(wù)”。
Couch commerce is different from e-commerce and m-commerce, due to the context: Users are not sitting at a desk, nor on the street nor in a coffee bar. They are comfortably installed in the most welcoming furniture of their home: the couch. Browsing a catalogue from your couch puts you in a very different state of mind than at a desk or in public transportation. You feel relaxed and confident. What better context can a merchant hope for?
因?yàn)槭褂梅绞降牟煌?，“沙發(fā)商務(wù)”與電子商務(wù)和移動(dòng)商務(wù)是不同的。用戶不是坐在桌邊，也不是走在街上或者置身咖啡館內(nèi)，而是坐在家中最舒適的所在——沙發(fā)上。坐在沙發(fā)上瀏覽購(gòu)物目錄時(shí)的狀態(tài)與坐在桌邊或者身處公交車(chē)上的狀態(tài)完全不同。你會(huì)覺(jué)得很放松，而且信心滿滿。這么好的購(gòu)物狀態(tài)，商家上哪兒找去啊？
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