A Study On The Mechanism Of The Effect Of Reverse Meta - Influence On The Migration Intention Of Consumers' Channels

In the information age and background of knowledge economy, the younger generation compared to the older generation who have more access to the Internet, the younger generation is not only the creator of Internet life is the most direct beneficiaries.Currently online consumer has become the younger generation an indispensable part of life. Driven by the younger generation, the older generation will have more online consumer knowledge and skills, and may become a new mainstream consumer groups online. The younger generation to the older generation to pass on-line consumer knowledge, consumer skills will directly or indirectly affect the older generation of online consumer attitudes and behavioral intentions. This reverse intergenerational impact on consumers by the line consumption to online consumption process is the role of the main content of this paper.Through literature review found that consumption recommendations, shopping together and observational learning are the three main modes of action reverse intergenerational impacts. Online trust and perceived risk are two factors that influence consumer channel migration intentions. Therefore, this article from the reverse Intergenerational Effects of three modes of action, taking the online trust and perceived risk as an intermediary, built on intergenerational reverse channel migration Intention mechanistic models. For the text of the occasion to consider the impact of this particular generation of reverse environmental background of the trust into online affective trust and cognitive trust in two dimensions. In addition to the middle-aged consumers, online consumption is still an innovative activity, literature study of consumer decision-making style based on the discovery, fashion hedonic consumer habits and loyalty, consumers have different preferences for innovative activities, Therefore, this paper introduces the consumer decision-making style as the moderator, to study the regulation of migration channels influence the intention of cognitive trust and perceived risk influence on the channel migration intentions.By issuing questionnaires and recovering data collection, data reliability and validity of the analysis, and the use of structural equation modeling and hierarchical regression grouping referred to herein testing hypotheses. Get the following threeconclusions:(1) reverse intergenerational impact on consumers three ways to channel migration Intent of different effects and path. Consumer confidence positive recommendation by the emotional impact of migration intentions consumer channels,shopping together trust has a positive effect by cognitive and affective trust, trust observational learning has a positive effect only through cognition. Observational learning is the most effective way to influence, followed by co-shopping, recommended consumption affect the results of the weakest.(2) This paper verified the three factors that affect middle-aged consumer channel migration intentions: Cognitive trust is the most important factor; but the emotional role of trust can not be ignored; perception of risk is an important negative impact on the consumer channel migration intentions factor, but by increasing the awareness of consumers trust may diminish its negative effects.(3) with respect to consumer loyalty, habit, fashion hedonic consumer awareness trusted channel migration intentions positive impact on the more significant.On the contrary, loyalty, consumer habits perceived risk of channel migration intention negative effect is more significant.