The Research of Factors Affecting Consumer Channel Migration Behavior

The advent of network economy, make the consumer formed a trend of movement from offline to online channels. This paper uses PPM model in the theory of migration and analyzes the factors influencing consumers from offline to online from the characteristic of consumers and channel characteristics, the study found that there are the positive correlation between the push effects of offline, pull effects of online and the migration intention and effect of pulling more obvious, there are the negative relationship between mooring effects of channels and migration intentions, indicating that the mooring effects will impede movement be- tween the consumer channel. Accordingly, the paper brings up multi-channel enterprise's marketing enlighten- ment and limitations of the study and the future research direction.

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