本文在问卷调查的基础上,通过Binary Logistic回归模型,探讨了消费者自我效能感对渠道转换行为的作用机制。实证研究结果发现:自我效能感和转换成本对渠道转换行为的主效应显著;转换成本对渠道转换行为的主效应显著;转换成本在自我效能感和渠道转换行为中发挥着中介作用。因此,企业在实践中应提高消费者的消费技能和信念,并通过多种方式来提高转换成本以促进渠道忠诚。 Based on the questionnaire survey, this paper explores the mechanism of consumer self-efficacy on channel conversion behavior through Binary Logistic regression model. The empirical results show that the main effect of self-efficacy and conversion cost on channel conversion behavior is significant; the main effect of conversion cost on channel conversion behavior is significant; and the conversion cost plays an intermediary role in self-efficacy and channel conversion behavior. Therefore, in practice, enterprises should improve consumers’ consumption skills and beliefs and improve conversion costs in many ways to promote channel loyalty.