关键词: 实体渠道, 数字渠道, 使用转移, 影响因素

Abstract:

With the rapid development of digital application in all kinds of social fields, the combination of bi-channel has become a significant step during enterprises’ business process management. To explore the factors influencing customers channel usage transfer behavioral intention from physical channels to digital channels, we adopt value-based theory（VBT）together with innovation diffusion theory（IDT）to form the basic research model. After that, the factor self- efficacy in social cognitive theory（SCT）is used to form an extended research model. In this paper, we choose Chinese railway tickets’ service system as research object by using survey data collected from 410 train tickets users to do the empirical research. The results indicate that path dependence has no significant effect on intention to usage transfer but perceived risk, perceived relative advantage and compatibility have significant effect on intention to usage transfer. Furthermore, self-efficacy can influence the adoption intention by significantly affecting perceived risk, perceived relative advantage, compatibility and path dependence.

Key words: Physical channels, 　Digital channels, 　Usage transfer, 　Influence factors