The Impact of Shopping Channels on Consumers’ Perception of the Quality of Wooden Furniture

Focusing on the channel selection scenario of consumers purchasing wooden furniture,this paper explored the difference in the quality perception of consumers purchasing wooden furniture in different online and offline shopping channels by controlling the proportion of sales of online channels and offline channels of virtual wooden furniture enterprises through experimental methods. The results of the study found that compared with online channels,consumers did not have a higher perception of the quality of wooden furniture purchased through offline channels. Compared with simple online channel sales or offline channel sales,the omni-channel sales model combining online and offline could improve consumers' perception of the quality of wooden furniture,among which online and offline 28 groups of wooden furniture had the best quality perception. It expanded the research on shopping channels and wooden furniture,and it provided a reference for furniture companies to build sales channels and control the product quality of different sales channels.