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2.3 Research at home and abroad 4
Chapter Three Research Design 7
3.1 The preview about PPM model and the reasons for the choice of PPM 7
3.2 Hypothesis 7
3.3 The structure of the questionnaire 8
Chapter Four Analysis of the questionnaire 10
4.1 The analysis of the sample of the research 10
4.2 Hypotheses testing 11
4.2.1The effect of gender on fit lifters’ free-riding behavior 11
4.2.2 The effect of living expenditure and the time spent on the Internet on fit lifters’ free-riding behavior 12
4.2.3 The effect of price and brands on fit lifters’ free-riding behavior 14
4.2.4 The effect of free service and fun of shopping of physical shops and online stores’ 24-hour operation on fit lifters’ free-riding behavior 15
4.2.5 The effect of the sense of guilt on boy and girl students in the process of free-riding 16
4.3 Summary 17
Chapter Five Conclusion and suggestions 19
5.1 Conclusion 19
5.2 Suggestions for retailers 21
5.3 Limitations and recommendations for further research 23
Reference 25
Appendix 27
On Fit Lifters’ Free-riding Behavior in the Multi Channel Environment—Take the Students in University as Examples
Chapter One Introduction
1.1 Research Background
Since 1990s, e-commerce has been developing at an amazing speed and gradually spread into society, economy and daily lives. The type of business based on Information technology and Internet is changing corporations, families and inpiduals. In this information times, everything is undergoing dramatic changes, including consumers’ needs and retailers. What’s more, with the rapid development of e-commerce, a special group of people have appeared－ Fit Lifters. Fit lifters refer to some people who try the clothes(which are usually with brands) they need in a physical store but buy the clothes at online stores. They often record the size and article number when they try the clothes. Therefore, the rapid development of e-commerce provides a great opportunity for fit lifters, but it poses potential threat to retailers.
Moreover, with the coming of e-commerce, retailers also change their selling strategies to offer a more free environment for consumers. For fit lifters, they can enjoy the process of shopping in a physical store and buy their clothes on the Internet with a lower price than in a physical store. In addition, the rapid development of Internet is significant for fit lifters. They can use the Internet to buy the clothes they have tried in some brand shops.
The paper chooses two main channels as the research background, one is offline channel, the other is online channel. As the Internet develops so quickly, more and more consumers choose the free-riding behavior, they are so-called fit lifters. Great price attraction pushes fit lifters to choose free-riding. However, faced with fit lifters’ free-riding behavior, retailers may suffer from the pressure from other online retailers’ competition about price. Therefore, more and more retailers are gradually combining online channels with offline channels to create a new model called dual channel. In the future, with the rapid development of Internet, fit lifters are more likely to choose the way of free-riding. So it is necessary for retailers to take some measures to cope with the problem. The paper will focus the study of motives of fit lifters’ cross channel free-riding behavior to give appropriate suggestions to retailers to cope with the behavior.
1.2 Purpose and Significance