论文部分内容阅读
海词积累
1. scanner n. 扫描器;扫描仪
2. sophisticated adj. 复杂巧妙的
3. revenue n. 收益
4. initiative n. 倡议;新方案
As more and more grocery shoppers turn to the Internet-some 4% of all groceries sold in the United States in 2016 were bought online， and the share is projected to reach 20% within a decade-retailers face increasing pressure to better understand their habits. A new study comparing digital and in-store buying sheds valuable light.
The researcher examined the purchasing histories of 34，000 households over two and a half years， using scanner data from a large supermarket chain that began rolling out an online option in 2015. When ordering online， the researcher found， households were less price-sensitive and less inclined to save money by searching for substitute items; they spent $49 more a month， on average， than when buying in stores. The increase was not evenly distributed： People spent more on categories that generally contain nutritious items， namely dairy items （an average rise of 3.8%）， fruit（5.9%）， meat （5.7%）， and vegetables （7.4%）， cutting back on drinks （a decrease of 5.2%）， oils （4.1%）， and snacks and sweets （13.6%）.
“These results are consistent with beha-vioral theories that people make better decisions when they focus on the future，” the researcher said. The lag between ordering online and receiving the groceries could encourage healthier choices. And because the level of distraction （noise， the presence of children， and so on） and the influence of product placement are lower than in physical stores （no checkout lanes or end-of aisle displays）， consumers may have an easier time exercising self-control. “For retailers， a more sophisticated online pricing strategy， which includes the fact that the value of convenience appears to be different across the two purchasing environments， would likely lead to increased online revenues，” the researcher wrote.“While for policy makers， initiatives that promote healthier choices could improve the quality of food purchases.”
-From Harvard Business Review
閱读自测
1. Which word can best replace the underlined word “projected” in paragraph 1？
A. Planned.
1. scanner n. 扫描器;扫描仪
2. sophisticated adj. 复杂巧妙的
3. revenue n. 收益
4. initiative n. 倡议;新方案
As more and more grocery shoppers turn to the Internet-some 4% of all groceries sold in the United States in 2016 were bought online， and the share is projected to reach 20% within a decade-retailers face increasing pressure to better understand their habits. A new study comparing digital and in-store buying sheds valuable light.
The researcher examined the purchasing histories of 34，000 households over two and a half years， using scanner data from a large supermarket chain that began rolling out an online option in 2015. When ordering online， the researcher found， households were less price-sensitive and less inclined to save money by searching for substitute items; they spent $49 more a month， on average， than when buying in stores. The increase was not evenly distributed： People spent more on categories that generally contain nutritious items， namely dairy items （an average rise of 3.8%）， fruit（5.9%）， meat （5.7%）， and vegetables （7.4%）， cutting back on drinks （a decrease of 5.2%）， oils （4.1%）， and snacks and sweets （13.6%）.
“These results are consistent with beha-vioral theories that people make better decisions when they focus on the future，” the researcher said. The lag between ordering online and receiving the groceries could encourage healthier choices. And because the level of distraction （noise， the presence of children， and so on） and the influence of product placement are lower than in physical stores （no checkout lanes or end-of aisle displays）， consumers may have an easier time exercising self-control. “For retailers， a more sophisticated online pricing strategy， which includes the fact that the value of convenience appears to be different across the two purchasing environments， would likely lead to increased online revenues，” the researcher wrote.“While for policy makers， initiatives that promote healthier choices could improve the quality of food purchases.”
-From Harvard Business Review
閱读自测
1. Which word can best replace the underlined word “projected” in paragraph 1？
A. Planned.