Research On The Influencing Factors Of Consumer Channel Selection And The Coordination Strategy Of Dual Channel

With the constant improvement of information technology and Internet,especially the rapid development of e-commerce,online shopping has become the most widely used consumer consumption patterns,more and more consumers are using offline physical channels and online network channels to consume and shop.Because dual channels provide more convenience for consumer behavior decision making,more and more enterprises begin to explore this dual channel sales mode,to gain more market share and business profits.Under this background,it is of great theoretical and practical significance to study the channel choice behavior of consumers,understand the influencing factors of consumers' choice of shopping channels under dual channel environment,and guide their own business development.However,manufacturers with double channels operating mode,manufacturers and retailers in the supply chain position,competitive relationship is changing,how to find a suitable coordination mechanism between the two channel and the whole supply chain to achieve the coordination of state has become the important research topic.Based on the research of the study and summary of the domestic and foreign relevant channels and double channels,combined with technology acceptance model and the theory of planned behavior,perceived risk and perceived to add interesting two external variables,and the purchase intention is divided into online purchase intention and purchase intention in this line a rarely used existing research perspectives,finally we put forward the consumer channel choice behavior model and hypothesis.At the same time,3C digital product is chosen as an empirical case.Based on structural equation modeling and SPSS and AMOS software,,data are analyzed and questionnaire are verified.In addition,based on the revenue contract sharing theory,this paper studies and analyzes the two decisions that can make the supply chain achieve the best profit under the condition of online sales or offline sales.Finally,it reviews the research results of this paper,and puts forward some relevant countermeasures and suggestions for the enterprises how to better manage and develop in the dual channel mode.