Research on Consumers' Migration Intention of Online Consumption Channels

Abstract: With the development of Internet technology and the popularization of mobile devices and so on, e-commerce has entered a period of high-speed development, consumers are faced with a wealth of channel choices, and the competition for traffic in different channels is becoming more and more intense, which poses a great challenge to enterprises. From the perspective of PPM theoretical model to study the consumers' migration intention of different online channels, using SPSS software and Amos to construct structural equations for the influencing factors of consumers' migration intention of different online channels, the results show that the push force and pull force positively affect the consumers' migration intention, and the push force has the greatest influence on the consumers' migration intention. It provides a basis for the live e-commerce platform to propose measures to enhance user channel stickiness.