A Study On Selection Intention Of Consumers' Online Shopping Channel Based On SOR Theory

More and more consumers shuttle through different online shopping channels for purchasing activities and coexistence of various channels provides an unprecedented opportunity for enterprises to open up the market.However,the official websites are generally poor and the third party flagship stores are restricted by third party e-commerce,which make enterprises gradually lose the dominant force of the market.In order to make the two online shopping channels generate power simultaneously,enterprises must know the difference of selection intention between official websites and third party flagship stores and carry out differentiated deployment towards official websites and flagship stores.Thus,studying selection intention of consumers' online shopping channel and the difference between official websites and third party flagship stores are problems that enterprises need to solve urgently.On the basis of existing researches,the paper concentrates on channel and social factors of online shopping channel,chooses SOR model and researches their influence on selection intention of online shopping channel from four dimensions including website quality,visual design,website function and social factor.It tests and verifies relevant hypotheses for selection intention of online shopping channel through setting questionnaires,relevant analysis and regression analysis.Moreover,it researches difference of models for selection intention of online shopping channel on official websites and in third party flagship stores through comparison and variance analysis.Through empirical analysis on data,we discover that service quality and content quality of online shopping channel remarkably affect consumers' perceived utility value.Expressive aesthetics and classic aesthetics remarkably affect consumers' perceived enjoyment value.Support interaction remarkably affects consumers' perceived social value.Brand name remarkably affects consumers' perceived utility value and perceived social value.Support recommendation has an appreciable effect on perceived utility value and perceived enjoyment value in flagship store channel,but its effect in official website channel is non-significant.Service quality has an appreciable effect on perceived utility value in flagship store channel,but its effect in official website channel is non-significant.Classic aesthetics has an appreciable effect on perceived utility value on official websites,but its effect in flagship stores is non-significant.In addition,perceived social value in the official website channel is significantly lower than that in the flagship store channel,which shows that consumers can better establish satisfied social image,share and acquire experience in flagship store channel.This paper innovates from research scope and research method,builds and verifies consumers' selection intention model of online shopping channel,analyzes difference of official websites and third party flagship stores in model for selection intention of online shopping channel and puts forward management suggestions for enterprises to set up online shopping channels.It has significance in theory and practice.