Abstract: With the rapid development of online-shopping, the operation of the traditional retailing stores have been undergone a great impact. By applying the empirical method, this paper conducts a research on the customer choice of retailing channels from perspective of the influence of shopping online on customer shopping behaviors. The results show that the ability of consumers to use the multiple retailing channels is enhanced, which means the era of omni-channel retailing is coming. In order to be successful in the competition, the retailers have to enhance the ability of integration, utilization and management of the retailing channels.

Key words: online shopping; real store; omni-channel retailing