中華郵政考古題 107年英文

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1. 第一篇：
　　It's no secret that people like to finish things; there's something deeply and inexplicably satisfying about crossing the last item off a to-do list or acquiring the final piece of a collectible set. But just how far are people willing to go to achieve "completeness"? A recent research investigated whether it's possible to harness this desire to motivate people in specific ways. In a series of studies, researchers used visual cues and verbal descriptions to artificially reframe individual items, from donations to tasks to gambles, as cohesive but otherwise arbitrary groups. Then, the effect of such was measured on people's effort levels and completion rates, and found that behavior changed in significant and meaningful ways, in particular how they generally feel the need to finish up something.
　　In an online experiment, researchers showed one group of study subjects images of one, two, or three loose beers with no product packaging, and then asked how many additional bottles they'd want to buy. Most said they'd purchase either nothing more or the number needed to add up to six, representing a traditional six-pack. Researchers discovered, because they were uncomfortable leaving the case incomplete and felt it would be the best if they can buy a complete set. The conclusion is that organizations can fairly easily shift consumers' go-to quantity for purchases with a simple tweak in product packaging.
　　People frequently encounter tasks with no obvious stopping point, prompting the question: "How much is enough?" How many items should we buy? How many friends should we refer? How many times should we donate? Companies may want to consider finding a sweet spot for engagement and setting that as a point of "completion" for purchase. It is highly likely that many people won't be able to resist their desire to finish. Designing products and packaging by this desire allows companies to generate more sales.

Which of the following is the main idea of the passage above?　

(A) Researchers always need to complete their research.　 (B) People's behavior of completion can be used to promote sales.　 (C) Businesses should sell more products to customers by promotion.　 (D) Product packaging aims to attract customers' attention.

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2. Which of the following about the online experiment is TRUE?　

(A) It found that customers can be driven by a sense of completion when making purchases.　 (B) It discovered that a traditional six-pack beer product can have a slow turnover.　 (C) It used bottles of different beer brands to test customers' preference for product packaging.　 (D) It stated that purchasing more than what is really needed is a waste of resources.

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3. Which of the following is closest in meaning to the underlined word "harness"?　

(A) abandon 　 (B) calculate 　 (C) manage 　 (D) barge

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4. According to the passage, people generally feel the need to .　

(A) start a collection 　 (B) purchase as much as possible　 (C) finish the to-do list 　 (D) get the best discount

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5. What can be inferred from the passage?　

(A) Businesses should consider packaging their products as a set.　 (B) Businesses should lower prices by selling a set.　 (C) Customers should learn to buy more.　 (D) Customers should ask companies to design different products.

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6. 第二篇：
　　With the plethora of payment options, greater security and improved delivery, 96 percent of adults with internet access and a bank account now shop online, which is almost the entire customer base. Online shopping is now as popular as shopping in store (or even more so), as customers can save time, avoid the crowds and select products at their leisure without stepping outdoors.
　　But e-commerce isn't perfect. It's not uncommon for people to place an order online only to be disappointed by delayed delivery, or receiving an item that fails to meet expectations. Perhaps they want to ask an extra question before clicking the purchase button, or to feel an affinity with your brand. Millennials, in particular, increasingly need to identify with your brand and message, before committing to buy. Experts stated that humanizing the e-commerce experience will lead to higher sales and improve customer retention. In fact, it's not just a good idea; it's imperative.
　　With online shoppers notoriously fickle, many business owners find themselves faced with a quandary. How do they take their businesses online without sacrificing their brand's customer service differentiation, delivered through personal touch? It's all about creating an online experience that surpasses the customer's expectations. Investing in the right technology is a necessary start. A tech-enabled business is the first step towards building a product or service that is measurable and sustainable. Delivering a superlative user experience online means ensuring that your site functions to perfection. It's imperative that your shopping cart is fast and secure, your customers aren't left with any doubts, and there are no broken links or error messages.
　　In addition, the purchasing experience should be as simple as possible. One of the main reasons for shopping cart abandonment is forcing users to create a new account or jump through too many hoops in order to complete a purchase. 60 percent of consumers are less loyal to brands after just one poor experience with their website or app. In the evolving world of online e-commerce, customer satisfaction is as much about competitive differentiation as it is about evolving with the times. To provide an exceptional customer experience as well as to keep your online brand strategy focused on the user experience is critical. Only by doing this, can a business execute the ‘human' touch for their product or service.

What is the passage mainly about?　

(A) Focusing on distribution to guarantee on-time delivery.　 (B) Making online shopping carts as large as possible.　 (C) Using the right technology to improve online shopping experiences. 　 (D) Encouraging customers to create new accounts.

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7. According to the passage, which of the following about e-commerce is NOT true?　

(A) Online businesses need to deliver human and personal touch experiences.　 (B) E-commerce is now faced with a quandary of brand consolidation.　 (C) Feelings of affinity with online brands is one element that can sustain online businesses.　 (D) Exceptional user experience lies in online discounts.

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8. What does it mean by "online shoppers notoriously fickle" in the third paragraph?　

(A) Customers who shop online are critical and cynical.　 (B) People who shop online do not have strong brand commitment.　 (C) Online shoppers are loyal shoppers and big spenders.　 (D) Those who purchase online want to save as much time as possible.

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9. According to the passage, which of the following is a factor that makes e-commerce prosperous?　

(A) Secure payment options. 　 (B) Promotions and discounts.　 (C) Quantity purchases. 　 (D) Custom-made products.

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10. According to the passage, what do experts recommend?　

(A) Making the shopping site visible is the most important.　 (B) Creating as sophisticated shopping experiences as possible is essential.　 (C) Online businesses need to create humanized shopping experiences.　 (D) Online companies should develop more technology-driven products.