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Academic Journal of Humanities & Social Sciences, 2019, 2(2); doi: 10.25236/AJHSS.040039.

Shopping Channel Selection Behavior in the New Media Environment


Fang Qian

Corresponding Author:
Fang Qian

School of management, Shanghai University, Shanghai, China
[email protected]


New media environment brings impact and change to the traditional consumer behavior mode. Consumers share information more conveniently and quickly, and their behaviors become more active and rational. At the same time, the influencing factors of consumers' channel choice behavior have also changed, and they pay more attention to the mobile internet environment and network consumption security. Under the new media environment, shopping channel selection behavior has its own characteristics, and “Omni-channel utilization” has become the main trend. Businesses need to pay attention to how to grasp the development trend and rationally choose the channel combination plan.


Channel selection, new media environment, Omni-channel utilization

Cite This Paper

Fang Qian, Shopping Channel Selection Behavior in the New Media Environment. Academic Journal of Humanities & Social Sciences (2019) Vol. 2, Issue 2: 17-27. https://doi.org/10.25236/AJHSS.040039.


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