人教高中英语考点分类练(七)　主旨大意题——文章大意类.docx

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考点分类练(七)　主旨大意题——文章大意类
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(2021·山东烟台一模)
The paper, published in May by the Journal of Marketing Research, analysed purchases made from a single large European retailer and found that free shipping did encourage customers to buy more. But it also increased purchases of items that historically have higher return rates, such as clothing or products from lesser-known brands. Thus, returns also increased as a result of the promotions, to the point where profits were erased.
In one part of the paper, during the typically four-week periods when free shipping was offered, online order volumes rose 11%. But when the cost of returns was compared with the sales proceeds(收入), the authors calculated that on balance the results for the promotion periods amounted to an average 0.7% loss.
In one analysis that ran for two months, the researchers found that the return rate for customers who bought low-risk products—like office supplies, or products from well-known brands—averaged about 22%.
In another analysis, the researchers attempted to better understand motivations of online shoppers by measuring their attitudes towards free shipping. They found two things were happening. First, consumers saw free shipping as compensation for taking a risk on a product. Second, feelings of gratitude for having shipping costs eliminated(消除) made them happy and thus more willing to make a risky pur