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消费者由离线购买渠道向在线购买渠道迁徙已经成为了消费者购物的一种潮流和趋势,本文以此作为研究对象,借助国外著名的迁徙模型——PPM理论,着力研究在消费者在渠道迁徙过程中的影响因素,并提出相应研究假设,通过使用SPSS21.0和AMOS21.0统计软件,进行描述性统计分析、信度分析、效度分析,并建立结构方程模型进行路径系数分析,研究通过了6个研究假设,拒绝了3个研究假设,结果表明:价格因素、线上促销活动、网络经验、消费者信任与离线渠道向在线渠道迁徙意愿有着正向影响关系;迁徙成本、渠道忠诚与消费者由离线向在线渠道迁徙意愿有着反向影响关系。
Consumer migration from offline purchase channels to online purchase channels has become a trend and trend of consumer shopping. This article takes this as the research object, with the help of foreign famous migratory model - PPM theory, focus on the study of consumer migration in the channel And put forward the corresponding research hypothesis, through the use of SPSS21.0 and AMOS21.0 statistical software, descriptive statistical analysis, reliability analysis, validity analysis, and the establishment of structural equation model for path coefficient analysis, through the study Six research hypotheses were rejected and three research hypotheses were rejected. The results show that: price factors, online promotions, online experience, consumer trust and offline channels have a positive impact on the online channel migration; migration costs, channel loyalty and Consumers have a negative impact on their desire to migrate from offline to online channels.