| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 99 === With the economic development in recent years, people get more diverse sources of information and convenience, Also allow consumers to search and obtain a product of the pathway are also more diversified, Consumers in many pathways, may have access preferences; Channel preference refers to consumers, according to their shopping expe-rience, personal characteristics or environmental factors, which led to different shopping preferences. Depending on the reason consumers want to buy-depth understanding of products, or products, marketing channels and then purchase other products, or replace the purchase of another home pathway; This is a matter of common marketing activities.
In this study, channel preference as independent variables, migration behavior as the dependent variable, product involvement as a mediator. Research to the general pub-lic as an object of study, and the questionnaire asked the subject of apparel products, using random sampling method to send the questionnaire.
The results are as follows: 1. Consumer channel preference of a significant positive influence on switching behavior, but the preferred pathway of non-business people in-fluential; 2. The consumer channel preference and product involvement has a significant positive effect, while the preferred pathway of non-business people influential; 3. The consumer industry involvement on a significant positive effect on switching behavior, involvement in the product "product mistakenly purchased" and "symbolic value of products," two dimensions, all have significant positive effects; 4. Consumer product involvement in the channel of preference relations on the switching behavior, with in-termediate results.
In this study, and discussion of findings, the field of theoretical and practical im-plications, limitations and future research, are to be discussed in the text.
Keywords: channel preference, switching behavior, product involvement
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