Abstract On the basis of experiential Leaning, the paper explores the influential factors of consumer channel free-riding behavior from external environment and experiential learning knowledge. The empirical results show that: virtual reference groups, channel attraction, self-efficacy and switching cost have significant effect on channel free-riding behavior; self-efficacy has a partial mediator effect between virtual reference and channel free-riding behavior; switching cost plays a complete mediator role between channel attraction and channel free-riding behavior. The research conclusion provides much enlightenment for enterprise in multi-channel environment on how to effectively make full use of channel free-rider behavior.
CHU Gong-Wei,YAN Ming. A Research on Consumer Channel Free-riding Behavior: from the Perspective of Experiential Learning. Economic Survey, 2014, 31(2): 086.
2014, Vol. 31 
