Consumer’s Network Channel Decision-Making for Shopping —Basing on Perceived Value

Research on consumer’s network channel decision-making contributes to carrying out synergic marketing for enterprise. Taking perceived value as the angle of view,this paper analyses the factors impacting on consumer’s network channel decision-making,and proposes the hypothetic model of consumer making network channel decision. The fitting analysis of sample data is carried out by using structural equation modeling in this paper. The analyzed results are as follows. Perceived value is the most important factor which impacts on consumer to make network channel decision,and is positive relative to consumers’willingness to buy via network channel. Perceived risk is lesser than perceived value and is negative relative to consumers’willingness to buy via network channel. From the point of factors impacting on consumer’s perceived value,perceived risk has the most important effect on perceived value,which reveals the risks are still the most serious obstacle impeding consumer e-shopping currently. In addition,consumer’s risk attitude is positively related to consumers’willingness to buy via network channel,and the more consumers’risk attitude inclines to risk,the stronger consumers’willingness to buy via network channel is.