Research On The Selection Of Consumer Between The Traditional Shop And The Online Store Based On Perceived Value

The rapid development of e-commerce poses a great threat to traditional sales entity,while allowing consumers have become more complex shopping environment, consumers gradually shift from the original single channel purchase for today's multi-channel purchase.In the face of increasingly complex shopping environment, consumers will be how to choose it, especially contemporary youth groups will be how to choose?As is known to all,consumers are the greatest interests of the pursuit, which channels can provide the maximum benefit and value, consumers naturally believe him, chose him.As a result, channel perceived value is bound to affect the choice of channels.This paper from the perspective of consumer explore consumer channel preference in different types of goods, and four dimensions of channel perceived value(the channel perceived price value, the channel perceived quality value, the channel perceived emotional value and the channel perceived social value)influence channel selected tendency, which not only can enrich the existing theory, but also can provide targeted marketing suggestions to operate different businesses.According to existing research, we divide goods for fast moving consumer goods,durable goods, luxury goods and services, separately design the four groups survey. Taking the youth group as the main research object, using the network platform and the field two ways to distribute the questionnaire and the SPSS17.0 statistical analysis software to collect the data to carry on the arrangement, the analysis and the examination.the conclusions are as follows:(1) On the purchase of fast consumer goods, consumers prefer to choose the traditional shop to buy; This is mainly due to the channels perceived price value and the channel perceived quality value to purchase channels selection produced a significant effect.(2) On the purchase of durable goods, consumers prefer to choose the traditional shop to buy; This is mainly due to the channels perceived price value, the channel perceived quality value and the channel perceived emotional value to purchase channels selection produced a significant effect.(3) On the purchase of luxury goods, consumers prefer to choose the traditional shop to buy; This is mainly due to the channels perceived price value, the channel perceived quality value, the channel perceived emotional value and the channel perceived society value to purchase channels selection produced a significant effect.(4) On the purchase of service, consumers prefer to choose the online store to buy; This is mainly due to the channels perceived price value and the channel perceived quality value to purchase channels selection produced a significant effect.