中文摘要：

随着分销渠道的迅速发展和多渠道变得越来越普遍，消费者研究不仅要关注产品选择，还要去理解消费者进行渠道选择的理由。文章以证券交易为例，从顾客的角度来研究个体消费者对渠道的感知。通过间接研究（对学术和实践文献的回顾）和直接的消费者访谈相结合的方法，最终识别出了一系列的感知成本和收益。认为，证券交易中的渠道选择取决于下列因素：服务质量，价格，时间／精力成本，便利性，感知风险，体验价值。

英文摘要：

With channels of distribution changing rapidly and multichanneling becoming increasingly widespread, studies of consumers will not only focus on understanding product choice, but also on understanding the reasons for channel choice. Taking the example of securities trading, our study examines individual consumer perceptions of the channels from a consumer＇s perspective. We ultimately identify a set of relevant costs and benefits perceptions with the help of an integrative methodology, including indirect research （a review of the academic and practitioner literature） and direct consumer interviews. The paper argues that channel choice in securities trading is determined by： service quality, price, time （effort） costs, convenience, perceived risk and valence of experience.