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FIEM030.pdf

Article Title : Shopping Motive for Choice on Chinese Consumer Channel Analysis
Author(s) : Ke Wang, Yi Wang, Yuchen Yang
Corresponding Author : Ke Wang
Keywords : Shopping Motivation; Channel Migration; Questionnaire Survey.
PDF : http://download.BCPub.org/proceedings/2020/FIEM2020/FIEM030.pdf
Abstract

In the process of transformation, traditional enterprises are bound to face multi-channel development and integration, and the research on the shopping characteristics and channel selection characteristics of young consumers is helpful for enterprises to make rational use of channels. This paper divides consumers into two categories: hedonic type and impulsive type, and analyzes the influence of these two types of motivation on consumers' channel choice and channel migration behavior. Taking the retail of the footwear industry as an example, this paper takes the sample data of 167 young footwear consumers for the empirical tests. The results show that hedonistic consumers are more likely to buy shoes offline or collect information and buy shoes online, while utilitarian consumers are more likely to buy shoes online or collect information online and buy shoes offline.

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