A Study Of Consumer Behavioral Decision Under Dual-channel Environment

With the development of information technology and e-commerce, onlineshopping has become a commonly consumption pattern used by today’s consumers,and consumers often convert between physical channels and network channels andnever be bored with it. Traditional manufacturers have also sped up establishingparallel distribution channels concluding physical channels and network channels tomeet the changing demand of the consumer market. Dual-channel supply chainprovides more choices for consumer decision-making behavior. Consumption processis more complex than that in a single physical channel. A new feature appears in theconsumer behavior, and consumer behavior research needs new breakthroughs.This research analyzed the process and characteristics of consumer behavior inthe dual-channel environment, built up a theoretical model of consumer behaviordecision under dual-channel environment which based on the consumption process,and explored the related factors of influence on consumer behavior which focus on thechannels factors (such as information, time, etc.) causing the differences of consumerbehavior. Then the author studied purchase channel choice behavior in theconsumption process, introduced the concept of channel attractiveness and built apurchase channels choice model based on channel preferences. Logit utility functionwas used to deduce the probability of selection of consumer channels. Attraction ofchannels was characterized by the multiplication of consumer purchasing power andthe probability of selection of consumer channels. And then mathematical definition ofchannel preferences was established with the factor cost of time. As soon as the modelwas established, the iterative method and pattern search method could be used to solvethe model. In the end of third chapter the model application was explained morespecifically with the help of application example.Consumer behavior is a complex dynamic process. It was difficult to accuratelyanalyze the entire process of consumption only with the help of the computersimulation methods. Chapter four used a hybrid modeling method based on the agent and system dynamics. It then selected major influencing factors (channel preferences,information and time, etc.) to establish the dual-channel consumer behavior simulationmodel, which could dynamically simulate the dual-channel consumer market. A seriesof experiments were designed to observe the changes in the consumer market broughtby the changes of influence factor. Through the analysis of the experimental results itcan be found that the channel preferences plays the key role in the early formation ofthe consumers product market; the degree of influence of the information depends onthe number of consumers contacted by purchaser in unit time; and the experiments ofconsumer’s acceptable waiting time and delivery time showed that consumer marketexist significant time preference.The dual-channel consumer behavioral decision theory model, dual-channelconsumer behavior simulation model and purchase channel selection model playimportant roles in revealing consumers’ channels change in decision-making process.According to the conclusion of the study, enterprises can establish a flexibledistribution channel mode.