Research On The Social Contagion And Consumers' Online And Offline Channel Switching Behavior

In the age of the Internet,more and more people are chasing online shopping.People around consumers have made more and more influence on consumers,and making social contagion effect on consumers' purchase behavior plays more and more important roles.There are online channels and offline channels at the same time,for consumers,they are more willing to choose the online or offline channels to purchase,and social contagion how to influence consumer channel switching behavior,this is a problem needed to be further studied.According to channel switching behavior,adding to the regulating variable of social contagion,and based on the theory of consumer buying behavior process to develop into consumer channel switching behavior.Through the method of experiment and questionnaire investigation,explores the influence of social contagion on consumer channel switching behavior,and draw the following conclusion:(1)Consumers' online perceived value includes society value,functional value,emotional value and cognitive value,offline perceived value is consisting of social value,functional value and emotional value.Consumers' online perceived value has positive effects to relative purchase intention;Offline perceived value has negative effects on the relative purchase intention significantly.Online perceived value has positive effects on relative satisfaction significantly,namely the higher the online perceived value,the higher the relative satisfaction;Offline perceived value has negative effects on relative satisfaction significantly,namely the higher the offline perceived value,the lower the relative satisfaction.Relative satisfaction has positive effects on relative purchase intention significantly,namely the higher the relative satisfaction is,the higher the relative purchase intention.(2)Online perceived value has negative effects on channel switching behavior significantly,namely the higher the online perceived value,the lower the channel switching behavior,it suggests that consumers are more loyal to online channels to buy mobile phone products.(3)Relative satisfaction has positive effects on channel switching behavior significantly,the higher online satisfaction,the lower offline satisfaction,consumers are more willing to shift from offline channels to online channels to purchase products;Relative purchase intention has positive effects on channel transformation behavior,namely the higher online purchase intention,the lower offline purchase intention,consumers are more willing to shift from offline channels to online channels to purchase products.(4)Local contagion and homogeneous contagion plays a role in the influence of perceived value to channel switching behavior.(5)Individual characteristics variable degree has negative effects on channel switching behavior significantly,namely the higher consumers' degree,the smaller the likelihood of channel switching behavior.