多渠道环境下,消费者试图通过增加信息搜索渠道数量,最终选择最为拟合自身需求的购买渠道。消费者特别是研究型购买者在产品既定的情况下会根据自身对消费渠道的感知价值决策是否采取渠道转换行为。本文通过文献回顾,提出感知价值的维度,并以其为自变量,根据期望效用理论设计研究型购买者的渠道转换模型,以及多渠道零售环境下的渠道策略。 In a multi-channel environment, consumers try to find the channel that best fits their needs by increasing the number of channels they search for. Consumers, especially research-based buyers, decide whether to take the channel-switching behavior according to their perceived value of consumption channels when the products are established. Through reviewing the literature, this paper puts forward the dimension of perceived value, and designs the model of channel change of research buyer according to the expected utility theory and the channel strategy in multi-channel retail environment.