Research On The Consumer Trust Transfer And Channel Migration Behavior Based On Physical And Internet Retail

In recent years, the development of network economy makes consumer channels gradually present diversification trend, and the channel migration about the offline channel to online channel become inevitable. Consumers change frequently from the physical channels to network channels, enjoying the information technology and e-commerce development. The collaborative development of double channels provides a wider space for consumer behavior, comparing to the single channel. The consumer shopping process becomes more complex, showing new features in consumer behavior.Based on multi-channel environment, this paper attempts to implement Nicosia model and TRA theory to analyze the factors of the formation of consumer online trust. And it analyzes the dynamic process of consumer trust, to build consumer trust transfer path, and it is divided into the transfer of trust between channels and within channels. Then this paper analyzes the consumer behavior results from the analysis of consumer psychology, to explore the relationship between consumer trust transfer and channel migration behavior,and build the trust factor, price factor, channel factors of consumer trust transfer and channel migration behavior theory model. This paper builds up a model for consumers’ channel migration behavior and generalizes network consumers by using Agent simulated modeling method to analyze consumers’ channel migration behavior under the background of double channels of entity and network retail sales from the aspect of complex adaptive system theory. Research shows that:(1) consumers trust inclination to channels, the number of people they can contact have great influences on network channel consumers;(2)time factor will greatly stimulate entity channel consumers’ purchase, and meanwhile the adjustment to the price ratios among channels will influence consumers’ choice of channels;(3) when the price ratios are equal, there are no significant differences in the purchase ways of entity and network channels.Through the innovative research, this paper reveals the development of the retail enterprise consumer trust mechanism, and explores the relationship between consumer psychology and consumer behavior, to build the consumer trust transfer and channel migration behavior theory model. It provides theoretical basis for retail enterprises to obtain and upgrading the competitive advantage and the sustainable development,possessing the important theoretical and practical value.