Research On The Influence Factors Of Customer Shopping Channel Selection Based On The Dual Channel Environment Of Online And Offline

With the continuous improvement of Internet technology and information technology,China’s e-commerce market developed rapidly and online consumer market is booming development in recent years.Traditional consumer channels can not fully meet the consumer demand,more and more customers began to become a dual channels consumer.The coexistence of many kinds of consumer channels provides consumers with unprecedented convenience,but because of the differences between network channels and traditional retail channels in shopping environment,the purchase method and the way of payment,before purchasing goods,consumers have to face the problems of the choice and decision of shopping channel.Therefore,how to develop the corresponding marketing strategy right has become an urgent need to solve the problem.This paper does some theoretical and empirical research to understand what factors affect the customer’s choice of consumption channels.First,this paper makes a literature review on the three aspects: the definition of channel choice,the dual channel consumer behavior and the purchase of the two channels.Secondly,on the basis of reading a lot of literature,this paper constructs a theoretical model of the impact factors on dual channels of two stages of searching and purchasing,including product factors,business factors,channel factors,consumer factors and situational factors amount to fourteen factors of in five classes.This paper conducts an empirical study through the questionnaire,and analyzes the importance of the data and the analysis of the two Logistic regression.Empirical results show that:(1)The results of the analysis show that,in the information gathering stage,the channel convenience and the network is more than 4 points.In the implementation of the purchase,the business reputation,channel risk,perceived risk,personal leisure time of the four factors affecting the score in 4 points.The consumer considers that these factors are important factors affecting the choice of consumer channel.(2)According to the results of Logistic regression analysis : In the information-searching stage,channel information,channel convenience,network consumption and other consumer evaluation of these four factors have a positive impact on the choice of online channels,and product categories(the degree of standardization of products)have a negative impact to the choice of online channels.In the implementation of the good-purchasing stage,product price,business reputation,channel convenience and Logistic security,these four factors have a positive impact on the choice of online channels.Product categories,channel risk,perceived risk,personal leisure time have negative impact on the choice of online channels,and social motivation has no effect on channel selection.Finally,according to the empirical conclusion,this paper provides some marketing suggestions from the two perspectives of the traditional channel and the online channel to increase competitive advantage.At the same time,it points out the limitations and future research directions of this paper.