The strategies for physical stores in response to the development of e-commerce: Based on the customer behavior

Abstract

The objective of this paper is to provide physical store the strategy of how to meet the tendency of the great development in e-commerce in China based on the customer’s attitude towards to physical store and online store. With the development of network technology, plenty of online shopping platforms are emerging, led by the Taobao founded by Jack Ma. Online shopping gradually becomes a new way of shopping and is accepted by more and more people. However, online shopping still has some major flaws such as trust problems, security problems, shipping problems and so on. Moreover, the growth of customers who go online shopping in China is slowing now. But it is undeniable that e-commerce means disaster to physical stores’ operator and plenty of physical stores failed due to the underperformance. By analyzing the impact of various factors of the store on consumer satisfaction and the influence of product types on the choice of consumers in the store, the specific management ideas for the store operators in China are provided.