| With the development of science and technology and progress,the Interne-t technology has been widely applied,network retail business has become more andmore common, and the related market became more and more powerful, manynew models and opportunities will appear in the network shopping market.Thenetwork shopping users’ number up to332millions.The development trend of e-com-merce market in china is rising.Consumers that buy things in the store and online arethe dual channel customers，and the team is still growing.The platform of onlineshopping is developing rapidly.Home appliance industry is also included,the refo-rm of sales channels into home appliance retailers must be considered.This paper initiative mode transition appliance retailers should apply to theonline and offline channels, online sales platform can cooperate with the entityshop, the store retailers can develop online sales plat form.In this paper, the choice ofbasic theory and the theory of consumer perceived risk of double channels, thecombination of management and statistics, the research method of literature, interviewand questionnaire survey of three kinds of method are combined to use, and based onthe TAM model, empirical study on Influence factors of the purchase of homeappliances to influence consumers’ choice of dual channel through the SPSS andAMOS software.Firstly, based on the specific research purpose, significance and metho-ds, reviews the related literature research,expounds the dual channel theory andconsumer perceived risk theory of choice. According to the factors that affect therelated theories to find the main researches, puts forward the research hypothesis andestablished a theoretical model of the empirical study.Secondly, according to the literature on consumer interviews, designedthe presurvey questionnaire are used, and preinvestigation, based on the SPSS17.0software, presurvey data for reliability and validity testing, and based on the results ofthe questionnaire items have been adjusted, the formal questionnaire was formed. A formal investigation, to get the data processing was done, mainly to do descriptivestatistical analysis with the SPSS software, the overall data reliability and validityanalysis, and then use AMOS software to do the analysis of sampleconfirmatory factor analysis and structural equation, and draw a conclusion. It ismainly perceived usefulness, online channel’s service to buy home appliances produ-cts to consumers choose online channel has the positive effect is not too obvio-us, offline channel convenience for consumers to buy household electrical applian-ces when selecting the line channel has the positive effect is not too obvious, has asignificant positive effect on perceived ease of use, the convenience of online chann-el for consumers to buy household electrical appliances when selecting the onlinechannel, Consumption habits, product experience, offline channel service to buy hom-e appliances products to consumers when choosing have a significant positive impa-ct offline channel, perceived risk on consumers to buy household electrical applian-ces when selecting the online channel has the negative effect.Finally, according to the conclusion and puts forward relevant suggestions on thehome appliance retailers and consumers, and also points out the lack of this study andfuture research directions. This paper suggests the transformation of home applianceretailers to OTO model,and in the process,play the advantages of online and offlinechannels fully,learn from each other, which makes the offline can combine wit-h offline channels can better; and suggest that consumers can change their ow-n consumption habits, it is better for bring the best interests. |
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