From The PC To The Mobile End:The Research Of Consumer Channel Transfer Behavior

With the continuous development of portable mobile device industries such as mobile network communication technologies and smart phones,humans have shifted from traditional network consumption patterns to more convenient mobile terminals.As a result,many companies and institutions,including traditional e-commerce,have increased their investment in the mobile Internet sector.However,there is no good explanation for the difference on perceived service value caused by the devices,network factors,and user perceptions of the two consumption patterns.Therefore,the business of comprehensive coverage of commercial advertising promotion model not only increases its own cost,but also increases the interference to customers' daily life.Because the complexity of the current living environment and the emotional investment in family and friends are often demonstrated through online consumption,the grouping of consumers is more complicated.In view of the problems above-mentioned,this study introduced the PPM theory(Push-Pull-Mooring)base on the migration theory to explore the transfer of network consumption patterns from the PC to the mobile client.explore the factors influencing consumer's consumption channel,and sum up the push,pull and mooring effect factors that affect the user's channel transfer.In addition,the study introduced gender roles in psychology for the first time,abandoning the traditional method of grouping consumers from the physiological view,and using the median classification method to divide subjects into masculinization and feminization,bisexual and undifferentiated psychological trait groups.Through the reliability and validity analysis of the 446 collected questionnaire data and the PLS modeling method based on partial least squares,hypothesis testing and model verification were conducted.Finally,the conclusion was reached:(1)Both the push and the pull effect have a positive effect on the consumers of masculinization.(2)The pull factor has no significant effect on the transfer intention of the feminine and bisexual patterns,and the influence of the push factor is more significant.(3)both three factors had significant influence on the consumer channel transfer intention of undifferentiated psychological gender roles.(4)For all consumers,the mooring effect has no obvious adjustment effect on the pull effect and the push effect.Only for the masculine gender consumers,the mooring effect has adjustment effect on the push effect and the willingness to channel change.