Research On Choice Behavior Of Channel Based On Decision Inertia And Pricing Of Dual Channel Supply Chain

With the rapid development of Internet technology and its applications,the scale of online shopping in China is becoming larger and larger.Consumers' shopping channels are becoming more diversified.Manufacturers and retailers have to develop more diversified strategies to cater to the needs of consumers.The existing literatures have done a lot of research on consumer channel selection behavior and supply chain decision-making.This paper takes into account the inertia of consumer channel selection behavior in daily life,and carries out an empirical analysis on the behavior of this inertial channel selection,and further constructs the channel selection and dual channel supply chain pricing model considering the decision inertia and sequential influence.The specific research contents are as follows:This paper first sorts out the related research on channel selection behavior and channel pricing decision.At the same time,it analyzes the influence of decision inertia on channel selection,and summarizes the influencing factors of channel selection behavior and channel pricing decision.This paper also analyzes the performance of consumer decision-making inertia in channel selection and the influence of this inertia on channel pricing,and discusses the causes of the inertia of decision-making and the influencing factors in the choice of channels from the perspective of behavioral economics,decision science,and other aspects.On the basis of the preliminary theoretical analysis of consumer channel selection behavior,this paper further designs the questionnaire.Through the data collected by the questionnaire,it has completed the empirical analysis of the consumer's decision inertia and the influence factors of the decision inertia on the consumer choice.Confirm the behavior characteristics of consumer channel selection based on decision inertia.Subsequently,the channel selection model and the dual channel supply chain pricing model,which consider the inertia of consumer decision-making,are set up to analyze the influence of decision inertia on channel demand in the channel selection,and apply to the dual channel supply chain pricing model,and then analyze the impact of decision inertia on dual channel pricing.It is worth mentioning that the channel selection model and the dual channel pricing model can depict the sequential influence of the consumer in the repeated selection,that is,the influence of the consumer's previous purchase experience on the current channel selection.