Research On The Relationship Between Channel Integration Factors And Customer Perceived Value

With the rapid development of science, information technology, consumer spending patterns also happening corresponding transformation, the retail channel is increasingly diversified. E-commerce channels, the rapid development of mobile business channels, market has been increasingly concerned, to some extent, the physical impact on the retail channel, but still exist various channels between the advantages and disadvantages of each, consumer also can according to their own needs, consumption habits and the quality of the products and corresponding services to choose suitable purchase channels. Grew up in the Internet environment after 80, 90, a new generation of young consumer groups have gradually developed into a new era of consumption, this generation of consumers in the way of life, consumption psychology and consumer behavior consumer groups are quite different with before. As entity retail, e-commerce retail scrambling for object, study after 80,90, personality traits, lifestyle as well as to the different sources of consumer attitudes and consumption intention, consumption decision-making behavior, information feedback behavior, the difference of the has certain theoretical significance and practical significance.At first this study review the literature of 80/90s’consumer behavior, the situation of all retail channels and channels of the integration of factors and customer value perception has carried on the related research literature review, and refer to a large number of customer perceived value can be divided into channel integration factors can be divided into product information integration, the promotion of access to information integration and information integration, order integration operation, customer service, consumer safety integration six dimensions, customer perceived value can be divided into information value, experience value, the target value of three dimensions, and accordingly puts forward the channel integration of factors and the relationship between customer perceived value has carried on the questionnaire survey. Using descriptive statistics combined with literature research and interview research on 80/90 after the consumer’s consumption level, consumption habits and consumption demand are described, and the survey data was descriptive statistics analysis, reliability analysis and validity test and correlation analysis. Six hypotheses proposed validation.By data analysis results, the channel integration of six factors of customer perceived value perceived value are present positive correlation, therefore assumptions are set up. The study according to each channel factors on the coefficient of the influence of customer perceived value, puts forward the integrated marketing channels strategy and Suggestions:(1) strengthen the unified management of each channel products. (2) increase the channels to promote information interaction. (3) the integration of the channel service advantage, optimize the consumption experience. (4) ensure the channels for consumer safety, reduce the risk of purchase. According to the proposed strategy of a case of the Japanese retail brand, the brand channels integrating factors of integration are analyzed, combining with the research results of analysis of the whole channel marketing advantages and disadvantages, and put forward the corresponding opinions and Suggestions.