消费者进行渠道迁徙行为的路径之一是消费者通过实体店渠道搜集完产品信息后,再转向在线互联网渠道购买产品,称为“抄码”购买现象。而Push-Pull-Mooring(PPM)模型框架最初出现在研究人口迁徙的有关文献中,用来解释人口为什么在特定的一段时期内从一个地点迁徙到另外一个地点,本文试图用PPM模型来解释抄码购买行为。 One of the ways that consumers conduct channel migration is that after consumers collect product information through physical store channels, they turn to online Internet channels to purchase products and call it “copy code” purchase phenomenon. The Push-Pull-Mooring (PPM) model framework first appeared in the literature on population migration to explain why the population migrated from one place to another within a specific period of time. This paper attempts to explain the use of the PPM model Code buying behavior.