Research On The Influence Of Product Factors On Consumer's Online And Offline Channel Selection

Under the network environment,online shopping is more and more accepted by the majority of consumers,companies have adopted online and offline channels to the combination of multi-channel marketing model.However,for different products,the appropriate degree of online or offline sales are different,some may be more suitable for online channel sales,some may be more suitable for sale in the store.Whether it is the traditional entity store enterprises to expand the network sales channels,or network marketing enterprises to expand physical channel,companies may need to consider their own products.Based on the domestic and foreign related research include product classification factors,online and offline channel characteristics,consumer channel choice factors,combined with the TAM technology acceptance model,the theory of planned behavior,this paper build the consumer online and offline channels selection model and put forward the hypothesis of this study.Then using the questionnaire survey to get the data needed by the research,and then use AMOS software and SPSS software for correlation analysis,variance analysis and structural equation model analysis.The empirical results show that perceived usefulness,perceived channel channel availability has a positive impact on consumer channel choice attitude,perceived risk has a negative impact on the channel consumer channel choice attitude,consumer channel choice attitude has a positive impact on the channel choice intention.For the experience of products,high price products,consumers tend to choose the line store to buy;for search products,low price products,consumers tend to choose online channels to buy.The degree of product differentiation and brand awareness and consumer perception of online channel risk is positively related to the degree of product differentiation and consumer perception of online channel usability negatively related to brand awareness and consumer perception of online channels,ease of use,perceived usefulness of online channel correlation.Finally,this article provides some suggestions for the enterprise to carry out multi-channel marketing.