Research On The Dual-channel Coordination Intention Of Brand Clothing Enterprises Under E-commerce Environment

Under the e-commerce environment,the emergence of online network channels have a great impact on the traditional marketing channels.Online network channels have not only changed the traditional channel structure,but also increased the diversity of channel forms.With the continuous development of online network channels and mature,especially its fast and efficient attracts more and more traditional clothing retail enterprises changing to business.However,online channel and offline channel offen manage independently,lacking of communication and mutual understanding between the two channels,so there is very easy to cause conflict in price and brand image.Thereas seriously damage the brand image and the overall interest of the company, the brand added value will be discounted.Under such environment, the development of brand clothing enterprises to carry out online dual channels coordination seems urgent.In order to solve the online channel conflict arising from the dual-channel operation so as to achieving coordinated development of dual-channels,this paper discusses discusses the influencing factors of the double channel brand clothing enterprises, and explore the impact of these factors on the dual channels coordination intend.On the research methods, this paper mainly adopts literature induction method and empirical analysis.Based on the analysis of the related literature,finding out the influence factors of brand clothing enterprise dual-channel coordination, and establishing the brand clothing enterprise dual-channel coordination influencing factors conceptual model.In the empirical analysis part, using SPSS19.0 for reliablity analysis,validity analysis,factor analysis,correlation analysis and regression analysis, and to verify this model assumptions.Then using Amos21.0 software to model estimation and model correction of the data, and to verify this hypothesis.The empirical study for brand clothing enterprise shows that:behavioral attitude, subjective norm and perceived behavior control all have a positive impact on double channel coordination intention.The behavioral attitude has greatest effect on double channel coordination intention,followed by subjective norms, the last is perceived behavior control.According to the research results,combining with dual-channel development situation of brand clothing retail enterprises, putting forward management suggestions for brand clothing enterprises dual-channel development.