英国网购遇冷 百姓更爱传统购物方式

Doing your weekly food shop online is meant to take the stress out of shopping. But virtual supermarkets are pushing all the wrong buttons with many customers. Rather than enjoying the convenience of ordering from home, they regard trawling through hundreds of products on their computer screens as something of a chore. 近些年，网购的习惯这些年已经“星星之火可以燎原”之势态蔓延到我们生活的各个角落，刚开始网购衣服、网购小件的生活物品，紧接着开始网购各种家电、电器，最后连日常吃的东西、食物都已经变成了躲在家中的宅男、宅女们做在电脑前都可以“触手可及”的物品。虽然铺天盖地的“团购网站”尝试的“优惠券”营销策略还是吸引一部分的消费者回归到实体店来进行购物，然而，网购发展的速度还是十分令人咂舌的。

And there is always the niggling fear that what they choose won’t end up in their shopping bag – or even arrive on time. As a result, many are returning to the high streets and shopping malls with a new appreciation for the old way of putting food on the table – simply popping into the supermarket. Britain’s online supermarkets, operated by Tesco, Sainsbury’s, Asda, Ocado and Waitrose, are the most sophisticated in the world.

然而，最新的统计显示，在“网购食品”这项领域，网购的步伐好像迈得不是很利索。因为即使食品很幸运的能在保质期内按时到达，也不能满足家庭主妇们这样或者那样的对琐事的需求。而如今，“眼见为实”的购物心理再一次回归，据悉，有更多的人倾向回到传统的购物商场、重新把银子砸到实打实能看得见、摸得着的食品上。

But that does not mean that they provide a satisfactory experience, researchers say. As well as all the angst about missing items, late deliveries and strange substitutions, there is also a widely held suspicion that fresh products, such as vegetables, bread and milk, are often too close to their use-by dates.

此外，网购的普及其实并没有将食品的传送速度与效率达到最佳的契合点，有很多家庭主妇抱怨：“网购经常少这样、少那样不说，快递的速度还不能按时，食品送到了也不能吃了。况且，购买食品时，还附赠奇奇怪怪的附加品，经常让人哭笑不得。”

Dr Chris Hand, one of the researchers from Kingston University’s Faculty of Business and Law, which carried out the study, said many who have tried web stores to buy groceries are going back to bricks and mortar. ‘When someone starts buying books or music online they don’t normally stop and go back to bookshops or CD sellers,’ he said. ‘But that’s exactly what is happening with many online grocery shoppers.’

领衔这项调查的专家Dr Chris Hand说：“原先着迷于在家就能享受美食的宅男、宅女们开始厌恶了网购的缺点，重新回到实体店中找回购物的快感。然而，网购在食品领域的停滞并不阻碍它在其他领域的快速发展，比如：书籍、CD等这种文化用品，大家还是倾向网购，因为这样还是更省钱、更划算。”