Based on the Perspective of Consumers to Buy the Product Factors Research on Channel Choice Behavior
|School||Southwest University of Political Science|
|Keywords||Research Consumer Purchase Channels The Behavior of ChannelChoice Product Factor|
The research consumer as the new consumer groups, their exclusive consuming behavior attractes attention of scholars both home and abrosd. The domestic and foreign research literatures inquire into the definition of consumer mostly from a theoretical perspective, as well as all kinds of reasons which promot the research consumer appeared. Some scholars begin to pay attention to the research consumers use different channels in the different stages of purchasing process, as the same tine also begin to discuss different factors how to influence the channel selection of research consumer, but pay no attention to the specific effect of product factor search consumer purchase channel selection behaviour.First of all, this paper make clear the definition of research shopping based on previous literatures and define the research shopping behaviour. The separation of information search channels and product purchase channel in the purchase is the division standard of research consumer. This paper summarizes the characteristics of research consumer in demographics, purchase psychology and purchase behaviors based on the previous literature. This paper argues, the causes of research consumer appeared can be divided into two categories:the social reasons and consumer reason. At the same time, this paper proposes the research consumer behaviour model based on the general consumer behavior model, and discusses all kinds of factors how to affect the selection purchase channel of research consumer in the purchase process, such as circumstances factors, consumer individual factors, channel characteristics, product factors and retailers.Secondly, this paper puts forward to analyze the specific effects of different types of product and product attributes on the selection of purchase channel of consumer on this foundation.This paper uses the questionnaire method, selects more than10colleges’in school undergraduates of Chongqing as a sample, gets the following conclusions by statistical analysis of the questionnaire data:1. Product types affect the selection of purchase channel of research consumer, consumers tend to buy descriptive products by online channel and use the offline channel to buy the experience peoduct.2. Product price affect the selection of purchase channel of research consumer. Generally speaking, the research consumers are more likely to selection the offline channel when the product price is higher.3. The characteristics of product don’t affect the selection of purchase channel of research consumer.4. The product involvement of consumer affects the selection of purchase channel of research consumer. Specifically speaking, research consumer tends to selection the offline channels when product involvement is higher.5. This paper has not discussed the product knowledge how to affect the selection of purchase channel of research consumer, because the survey data is convergence.