Consumer Channel Selection Research Based On Matching Theory

With the rapid development of our country’s economy and the mature of e-commerce, traditional store channel and the emerging electronic channel make up multi-channel. The advantages of multi-channel marketing in the market become more and more affirmative by companies. Under the influence of the forms of multi-channel marketing, consumer behavior appeared a new feature. So the multi-channel selection behavior becomes the problem concerned by companies. From the perspective of the matching, researching consumer channel selection behavior and better understand it. In order to optimize consolidation of channel resources, improve the efficiency of the company.This research based on task technology fit model(TTF)from the perspective of the matching of consumer channel selection behavior problems. The TTF model based on the specific multiple channels environment. For “channel characteristics”, “product characteristics” and “consumer characteristics” analysis of eleven factors affecting consumer channel selection behavior. Through the TTF model theoretical basis, when to match between the influencing factors of three characteristics. It’s promotes consumer channel selection decisions. Refer to the existing scale, to test 486 consumers. Through using T test methods and variance analysis methods as well as partial correlation analysis of statistical methods for date analysis. Analyzing of “product characteristics” and “channel characteristics” matching relations between the influencing factors as well as Analyzing of “consumer characteristics” and “channel characteristics” matching relations between the influencing factors. When both to match, it’s can achieve the best match effect. Thus driving the consumers select the shopping channels. The results show that when a consumer has involved in the network degree is higher, or has the strong communication, concealing, cheap and convenient shopping motivation, or the perception of risk degree is weaker. The best match is the consumer buying high degree of standardization or searching capability of the product through the network channels. When a consumer has involved in the network degree is low, or has the weaker communication, concealing, cheap and convenient shopping motivation, or the perception of risk degree is strong. The best match is the consumer buying higher price or experienced of the product through the traditional store channels.It is recommended that companies in the process of construction through multi-channel, not only to understand the nature of the channel and the company sales of products, should according to the characteristics of different consumer. Company shall take positive and effective measures to solve this problem. It provides theoretical guidance to companies adopting reasonable and effective multi-channel marketing strategy.