| With the rapid development of Internet, online shopping growing prosperity, more and more customers shuttling between brick stores and online stores, they become the dual-channel customer. According to the 26th Statistical Survey Report on China Internet that, as of June 2010, China's netizens reached 420 million, the number of online shopping in China reached 142 million. That is, the number of the dual-channel customer in China has reached 142 million, with the increasing number and volume, they have become the Intermediate power in the consumer market.Therefore, to understand and well-known the dual-channel consumer behavior has become an urgent need. Based on exchange theory, transaction cost theory and customer value theory analysis of dual-channel mechanism of consumer behavior, it build the dual-channel customer purchase decision, channel selection, channel evaluation and channel retain are major consumer behavior.Research from the foreign point of view, empirical research based on shopping decision-making process customer channel choice behavior has just started, the process of our state customers shopping channel choice research in the field yet to be developed and a "virgin land." Therefore, this is a explore dual-channel consumer behavior research.Firstly, this paper define background, meaning and purpose, define basic concepts and research perspectives, proposed research techniques routes and methods, and describes the traditional channels consumer behavior, and analysis network channel consumer behavior, detailed analysis of the dual-channel customer's channel choice behavior, and performance evaluation behavior,retention behavior, and outlines the social exchange theory, transaction cost theory, customer value theory, customer satisfied theory and relationship marketing theory.Secondly, this paper sort the dual-channel consumer behavior formation mechanism, build a shopping mode of decision-making process, summed up the channels of choice behavior, evaluation behavior and retention are main contents of consumer behavior, and establish three the theoretical model.Then, this paper conduct empirical research of customer choice behavior and customer evaluation behavior. In the empirical research of customer choice behavior, we build on a dual-channel customer channel choice theory model and propose hypotheses based on customer value theory.and conduct empirical design, conduct small-scale interviews and pre-research, conducted by SPSS16.0 validity and reliability analysis, the formal questionnaire, descriptive statistical analysis of data quality using AMOS7.0 the reliability and validity analysis and confirmatory analysis, the final structural equation analysis,and draw conclusions; In addition, in the reserch of dual-channel customer channels evaluation, building on the customer perspective performance evaluation model based on customer satisfaction theory and needs theory, and based on AHP and fuzzy evaluation method to evaluate the final conclusion.Finally, summarize the conclusions of this study, pointed out that the reference to the enterprise managers, study limitations and future prospects and so on.Through theoretical analysis and empirical validation, obtained results are as follows:First, sum up the formation mechanism of the dual-channel consumer behavior and build shopping decision-making process model.The dual-channel customer based on the principle that the minimum cost for the most valuable products, according to previous studies, can be introduced dual-channel consumers select specific channels and services means,that is, the customer's channel choice behavior based on the process of which is "trading exchange" basis. In addition, with the transaction reached, customers and businesses will interact at the same time and form acustomer retention behavior based "relationship exchange". So the dual-channel consumers behavior is the main line of exchange running through the entire process, while the exchange process is the process of customers to trade balance, balance is the basis of value. Therefore, the author from the exchange, transaction costs, customer value,the three aspects of dual channel formation analysis mechanism of consumer behavior. Because consumer behavior is a process itself, so I built the dual-channel customer purchase decision process model that includes three behaviors,the selection, evaluation and retenions.Second, I put impact of the dual-channel customer of choose factors into four dimensions, customer factor, channel factors, product factors and situational factors, and evidence in support.While the academia have many research of selection factors of impact customers, but have not been empirical validation, this article will be divided into four dimensions of influence factors and the empirical validation, only the degree of network information search options intake had no significant effect,other assumptions that have been significant support or partial support. This shows that the proposed composition of channel choice of factors is a scientific dimension.Third, information search option have certain influence to purchase options, and the empirical validation.Information search choose have been an impact on purchase choose, but not significant. This shows that customers in the shopping process, the search for information behavior and buying behavior is relevant but separate, and Gverify the Strebel et al. (2004) concept:the information search stage, the customers tend to use multiple channels to obtain information. This also explains the existence of different channels in the search stage of the substitution effect. It is to verify that the dual-channel customer choice behavior in the exchange, according to the principle of benefit maximization,and that is the process of measuring transaction costs.Fourth, the purchase option have a significant impact on the utility value and experience value of customer value, but through empirical research,the information earch option has no effect on experience value.Purchase option has a direct impact on customer's utility value and experience value, which directly shows the dual-channel shopping can indeed bring more customer value. Dual channel information searching option can bring more effective value to customers, confirmed previous research:network channel in the product information show can provide unprecedented advantages compared to traditional channels, the network channel is becoming an alternative channel. However, in this study, the information search options have little impact on the experience value, which may be selected the sample of network control technology-related groups (university degree or above 83%), that is, when the network information search behavior is the main mode in Shopping Search to sample population, it will play down the value of customer experience.Fifth, measure channel performance from the customer perspective, and design metrics, empirical research.No people has been empirical research on the Performance of the channel from the customer perspective, we construct the three dimensions of customer satisfaction, product satisfaction, service satisfaction and deep satisfaction, and are designed for measurement of their dimensions, as the evaluation of dual-channel performance and single channel performance evaluation, obtained relatively satisfactory evaluation rating.Sixth, different demographic characteristics, particularly age, lead to different standards of channels performance measures.Because the the dual-channel customer mainly between the ages of 20-40, accounting for the total number of surveys the dual-channel customer 93.8%, they are familiar with the network, good online shopping, the shuttle is ideally suited for dual-channel consumer behavior, so they ask channel's standard is relatively high, especially deep-seated satisfaction require a relatively high demand, and the purchase of single-channel customers mainly in the crowd of people over the age of 40, accounting for the total number of single-channel customer surveys for 65%, they do not have online shopping experience Therefore, the channel from the customer perspective of the evaluation is mainly based on their own comparison shopping experience.Seventh, design three dimensions of customer satisfaction, as a customer perspective of performance evaluation indicators, and through empirical validation.We build the three dimensions of customer satisfaction, product satisfaction, service satisfaction and deep-seated need satisfaction, and design of their dimensions, including product quality, product satisfaction and product prices; service satisfaction, including convenience, professionalism, attitude and efficiency; deep-seated need satisfaction, including communication, customization, sense of accomplishment and respect for trust.Both the dual-channel customer and the single-channel customer are good satisfaction with product quality, but quite different in services. The dual-channel customer service convenience, service professional satisfaction and service efficiency is much higher than the single-channel customers, indicating that dual-channel advantages in services. Customers are satisfactfied with information communication capability by dual-channel. That is,through dual-channel mode for the quantity and quality of information, after all, is greater than the single-channel mode. But the realization of customer specific requirements, customer feel a sense of accomplishment and respect sense, the single-channel customer is higher than the the dual-channel customer. Reason for this phenomenon may be due to different study population characteristics of the population, particularly due to the different ages are different criteria, such as greater than 40-year-old single-channel customers, and their criteria are the previous shopping experience, or even during the planned economy, so relatively speaking, the customer shopping experience was to be respected than before, a higher sense of achievement, individual needs can also be achieved, therefore, the single-channel customer should be satisfaction higher than the dual-channel customer in deep needs. The dual-channel customer are in the population between the ages of 20-40, well educated and know how to protect their own interests, so the standard deep-seated need to be higher.This article includes three innovations:First, explore the impact relationship between the customer's channels choice and the customer value, and empirical research, developing customer channel choice scale.It is a blank in China that channel choice empirical research, this paper focuses on relationships between dual-channel information searching option and purchase option and experience value and utility value of customer value,an empirical study, the same time, developing customer channels choice scale.Second, build customer channel choice of factor dimensions, and empirical research.Scholars have divergent views of factors affecting customer channel choice, this article is based on previous research, build channels of dual-channel customer dimension, customer factors (shopping motivation, networking intake level of perceived risk), channel factors (channel gain), situational factors (physical conditions, time conditions), product factors (product attributes),and an empirical study.Third, from the perspective of the customer to evaluate the performance of the channel, building dimensions of customer satisfaction, and empirical research, developing customer perspective performance measurement scale sources.Channel performance evaluation has been the social perspective and the producer standing perspective in the evaluation, from the customer perspective to evaluate the channel performance of empirical research is still a blank. This paper is based on customer satisfaction, build customer demand theory for the customer to bulid perspective model of channel performance evaluation system, evaluation system includes three aspects:product satisfaction (quality, price), service satisfaction (convenience, professionalism, attitude and efficiency), deep-seated demand satisfaction (information, communication, customization, sense of accomplishment and respect for the trust), and empirical research, while developing customer perspective performance evaluation measurement scale.
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