Research On The Influencing Factors Of Consumers' Online Dual Channel Expansion Behavior

The development of online retail is in full swing.More and more manufacturers and sellers are actively setting up e-commerce channels.Most practitioners will first open stores on third-party e-commerce platforms such as Tmall and Jingdong.As the nobile Internet era draws to a close,the "population flow" dividend is gradually exhausted,and differentiated and quality consumer demand continues to grow.The company's own online closed-loop channels are established to pirovide accurate services to consumers.What are the differences and characteristics between the third-party e-commerce channel and the enterprise's own e-commerce channel,and which factors affect the consumers' online dual-channel expansion behavior,are urgent problems iin academic research and production practice.This article answers the above questions based on objective data and empirical investigations.This study firstly samples third-party e-commerce platf-orm enterprises and self-owned e-commerce platform enterprises,so as to objectively display and evaluate the development status of third-party e-commerce platform and own e-commerce platform.Thr-ough an empirical survey of 237 users,the influencing factors affecting consumers,online dual-channel expansion behavior were studied.Firstly,from the perspective of technical attributes,the two positive utility factors(channel cooperation and comparative advantage)have a significant positive impact on the online dual channel expansion willingness,and the negative utility factor(TOM richness)has a significant negative impact on the online dual channel expansion willingness.While the perceived risk and perceived cost's impacts on the online dual chanlel expansion willingness wre not supported.Secondly,from the perspective of individual characteristics,brand loyalty has a significant positive impact on the online dual channel expansion willingness,the direct impact of individual innovation on online dual channel expansion will not be verified,but it has a significant positive impact on comparative advantage.Finally,from the perspective of social impact,subjective norms has a significant positive impact on the online dual channel expansion willingness.Based on the above research conclusions,this paper proposes some targeted suggestions for companies setting up the two types of online channels,especially the self-owned e-commerce channels.From the perspective of technical attributes,enterprises need to enrich their own product portfolios,provide consumers with rich and diverse products and services,and reduce the negative impact of third-party e-commerce channel richness on online dual channel expansion willingness.On the other hand,upgrade the products and services of the company's own e-commerce channels to enhance its comparative advantages,and at the same time strengthen the cooperation between channels,and provide services that cannot be realized by comprehensive and other channels through the company's own e-commerce channels.From the perspective of personality characteristics,due to the significant positive impact of brand loyalty on consumers' online dual channel expansion intentions,enterprises also need to strengthen brand building,on the one hand to strengthen publicity and promotion,on the other hand,they can use their own e-commerce channels as brand building platform to achieve a positive loop.Finally,from the perspective of social impact,enterprises can improve the probability of spontaneous propaganda of users by establishing a good corporate image and brand;on the other hand,their own e-commerce channels can support the establishment of official communities,and play a social impact on users.