| As the development of information technology, the customer’s shopping channel is full of diversity, we can mainly divide shopping channel into online and offline shopping. As the scholar used to did, they also divided customer into hedonism shopping orientation and utilitarian shopping orientation, so, I am gonna to bring this two different variable together to discover its inner relationship. So, what’s the difference between hedonism shopping oriented customer and utilitarian shopping oriented customer while they choose the shopping channel? And what the inner mechanism is when they choose its shopping channel? If there are some factors that influence customer’s choice they already had, make them switch between online and offline channel. If we can answer this questions, we can do something meaningful both theoretic and practical.Check on the previously article about hedonism shopping and utilitarian shopping, most of the study is related to customer loyalty, customer satisfaction etc. the study between customer’s shopping orientation and online/offline purchase intention is still a blank area. On the other hand, we originally use two variables as the inner mechanism that affect customer’s shopping orientation on purchase intention; they are preferences on shopping experience and shopping usefulness, we also choice shopping risk perception as a moderator.So, the main idea of this article is:customer with hedonism shopping orientation has a bigger preference on shopping experience during the shopping than customer with utilitarian shopping orientation, so they are more likely to choose shopping offline. Customer with utilitarian shopping orientation has a bigger preference on shopping usefulness during the shopping than customer with hedonism shopping orientation, so they are more likely to choose shopping online. With mediation of risk perception, customer’s online shopping intention will decrease.According to my plan, I am gonna to use both qualitative research and quantitative research. Use IBM SPSS20.0as a tool to analysis data received by survey.After my analysis, five of seven hypotheses had been proved.1. Customer with hedonism shopping orientation has a positive correction with customer preference on shopping experience;2. Compare with utilitarian shopping oriented customer, hedonism oriented customer have a bigger preference on shopping experiences.3. Customer with utilitarian shopping orientation has a positive correction with customer preference on shopping usefulness;4. Customer’s preference on shopping experience has a positive correction with offline shopping intention.5. Customer’s preference on shopping usefulness has a positive correction on online shopping intention.Two of seven hypotheses have not been proved, namely H4and H7. About H4, we can explain it like this, hedonism shopping oriented customer care about if shopping can bring them happiness, while happiness can only appear with shopping experience. But preference on shopping usefulness’Essential attribute is only get the product they needed, the shopping process have been neglected, so, this a Contradiction, one of them need shopping process to emerge the happiness, one of them neglect the process to improve efficiency. I think this contradiction can explain why there is no correction between these two variables. For H7, we can explain it like this. Nowadays, shopping online is quite common; most people had the online shopping experience. The competition online merchants had is quite intense, like Tmall, JD, Taobao etc. so, they have good reputation, great products quality,they do their best to decrease online shopping risk perception, measures like seven days no reason to return. So, the general risk perception customer have is small. So customer’s choice will not switch. On the other hand, this survey’s Respondents is mainly in students aged fewer than30, with at least bachelor’s degree, low income, so they have the ability to find out the products’quality, they are not easy to been cheated, and the low income determines that they only bought some cheap products. Then their online shopping risk perception is low. Maybe this can also explain why H7had not been proved. This article has some theoretical meaning. We use a whole new perspective, compare the degree hedonism shopping oriented customer and utilitarian shopping oriented customer’s preference. Compare the online and offline shopping. Use the online risk perception as a mediator to influence customer usefulness and online shopping. Sum up, this article enriched and developed the theory of both customer behavior and shopping channels.According to the results we proved, offline merchants should focus on shopping experience. And online merchants should focus on shopping usefulness.This article has four innovations, first, a whole new perspective to study the online and offline shopping intention. Second, traditional view thought that online risk perception can decrease the intention of online shopping, but ours results show that the risk perception has no mediator effects. Third, the comparative analysis of online and offline purchase intention. Forth, we proved that two variable, namely preference on shopping usefulness and preference on shopping experience played a full mediation role on this research model.Inadequate and Prospects:First, the study sample is quite single. Most of them are students and company worker, aged fewer than30, at least with a bachelor’s degree, located mainly in Sichuan Province. The future research can expand the research sample, so it can reflect the truly situation. Second, the future research about hedonism and utilitarian shopping orientation can focus on characteristics of these two populations, descriptive and reveals the psychological, social, demographic characteristics of these two populations. Third, find out the correction between online shopping and hedonism shopping orientation. |
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