Consider The Level Of Distribution To Consumer Channel Selection Impact Study

With the rapid development of the Internet and the Internet of Things,the new online and offline multi-channel business system and new retail have been innovated.In order to adapt to the consumer shopping and spiritual culture of consumer diversity and shopping experience,the retail industry gradually Integrate online and offline multi-channel development;at the same time,consumers' shopping behaviors are characterized by individualized demand,diversified forms,consumer experience,timely consumption and fast access to goods,and are based on the quality of goods in the retail industry.The price and commodity-acquired logistics service competition is gradually expanding to the marketing model of new technology application and channel introduction of quality,price and higher logistics service level,and constructing a multi-channel commodity consumption selection mode for customers to make retail in China.The industry has undergone tremendous changes in the short term and has gradually grown to the new retail model.Therefore,under the premise that consumers quickly acquire the ownership of goods,enterprises may need to consider the rapid acquisition of the right to use goods in combination with the distribution level.With the rapid development of the Internet and the Internet of Things,the new online and offline multi-channel business system and new retail have been innovated.In order to adapt to the consumer shopping and spiritual culture of consumer diversity and shopping experience,the retail industry gradually Integrate online and offline multi-channel development;at the same time,consumers' shopping behaviors are characterized by individualized demand,diversified forms,consumer experience,timely consumption and fast access to goods,and are based on the quality of goods in the retail industry.The price and commodity-acquired logistics service competition is gradually expanding to the marketing model of new technology application and channel introduction of quality,price and higher logistics service level,and constructing a multi-channel commodity consumption selection mode for customers to make retail in China.The industry has undergone tremendous changes in the short term and has gradually grown to the new retail model.Therefore,under the premise that consumers quickly acquire the ownership of goods,enterprises may need to consider the rapid acquisition of the right to use goods in combination with the distribution level.This thesis introduces the research content from the following three aspects:(1)Through to the domestic and foreign literature study of channel choice and the influence factors of consumer channels to choose the content of the review,review and summarize.(2)Combining the theory of supply chain management of the logistics service theory and the theory of distribution level and consumer behavior theory focus on combining the TAM model constructed in this thesis,on the basis of the theoretical model of the influence factors of consumer channel selection,and puts forward the research hypothesis.(3)The research methods such as questionnaire and empirical analysis were combined to collect sample data through the questionnaire.Five analyses were performed using SPSS and AMOS software,including: reliability and validity analysis,descriptive statistical analysis,and structural equation model analysis.The empirical results show that the distribution speed and quality among the distribution level factors have a positive impact on consumers' channel choice,and the distribution service quality has a partial impact on consumers' channel choice.(1)Perceived channel usefulness and ease of use have positive effects on consumers' channel choice attitude,but perceived channel risk has negative effects on consumers' channel choice attitude.(2)The degree of difference and brand awareness in product factors have a positive impact on consumers' channel choice attitude.(3)For experiential and high-price products,consumers tend to buy in physical stores,while for searching and low-price products,consumers tend to buy through online channels.(4)Shopping motivation and Internet consumption have positive influence on consumers' channel choice attitude.(5)Consumers' channel choice attitude is trying to influence their real channel choice intention.Finally,according to the empirical conclusion,this thesis provides corresponding Suggestions to enterprises from three aspects of improving distribution level,fully combining product features and multi-channel integration to better meet consumer demand.