二元渠道下消费者渠道选择行为研究

Research on Consumer Channel Selection Behavior Under the Dual Channels

基于国内外学者的观点,重点分析了二元渠道消费行为与单一的传统渠道消费行为的区别及二元渠道环境下的消费者渠道选择行为,利用Likert量表法和Logistic回归模型对在不同购买决策阶段影响二元渠道消费者渠道选择行为的因素进行了实证分析。研究结果表明:在信息收集、商品购买、消费评价三个阶段,影响二元渠道消费者渠道选择行为的因素不完全相同,其中渠道便捷性和渠道成本是相同的影响因素。通过对研究结果的分析为传统渠道中间商摆脱劣势处境提出了有效的建议。

Based on the view s of scholars ,this article focuses on analysis of consumer channel selection behavior under the dual channels environment and the differences between the consumer behavior under the dual channels and the consumer behavior under the single traditional channel ,and makes empirical analysis of the factors affecting consumer channels selection behavior under the dual channels at different stages of the purchase decision with Likert scale method and Logistic regression model .The results show that ：in the three phases of information gathering ,goods purchase and consumer evaluation ,the factors affecting consumer channels selection behavior under the dual channels are not exactly the same . Among these factors ,the convenience of channels and channel costs are the same ones in the three different stages . Through the analysis of the results ,this paper puts forward effective suggestions to help the traditional channel intermediaries get rid of inferior situation .