Research On Consumers' Channel Choice In Dual-Channel Environment Based On Customer Value

The popularization and rapid development of network technology have had a significant impact on social development and people's life.The penetration of the network to the marketing makes the network channel more prominent,opening a new pattern of marketing and channel exploration,channel development and integration gradually accelerating.In the shopping,consumers hope to achieve the expected utility to maximize their own interests.The diversification of channels makes them have more choices.The difference of attributes between channels can provide differentiated customer value,which can further affect consumers' behavior and decision-making.What's the difference between the network channel and the physical channel in customer value,and how the differences affect the customer behavior?In the buyer's market,identifying and understanding the difference in customer value between channels can help enterprises to formulate channel strategy and marketing strategy better.The article conducts the market research through the interview and the questionnaire survey,carried on the empirical research to the obtained firsthand data.By means of independent sample t-test,factor analysis and logistic regression analysis,the difference of customer value between the two channels is compared,and the effect of each value dimension on channel selection is studied.Based on the results of the logistic model,the paper derives the calculation formula of the channel selection probability and obtains the following conclusions:the customer value of the network and entity channel have obvious differences,the customer perceived benefits of the entity channel are higher,and the cost advantage of the network channel is obvious;each dimensions of customer value significantly affect the channel tendencies,consumers who more care about the income tend to choose the physical channel,more concerned on the cost is inclined to choose network channels.The advantages and weakness of channels are obvious,the relevant research in this paper has important practical significance and reference value for the enterprises to make the channel strategy choice and win the competitive advantage in the fierce market competition.