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| Research on Consumer Online Purchase Channel Selection Based on Perceived Value |
| DING Ning，WANG Jing |
| Beihang University, Beijing, China |
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Abstract Based on the classical two-dimensional equilibrium theory of consumer perceived value, this study first constructs a model for predicting consumer’s channel decision including multi-dimensional factors such as consumer type, product type and experiential value. Then, according to the theoretical model, 818 questionnaires are designed and distributed. The results show that cost and experience are important factors affecting customer’s channel decision-making, and that using quantitative models to predict consumer channel behavior is verified.
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Received: 09 February 2018
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