Researches in the past of dual-channel shoppers are more on employees and students, but less on other categories of shoppers with facing different types of products. The purpose of this study is to analyze the main factors and comparison of shopping behaviors under different lifestyles on choices of dual channels. Through a survey with questionnaires and analysis, this study shows that:Even dual-channel shoppers tend to prefer physical channels under higher perceived risk. For different types of product, consumers’ awareness of the perceived risk on the channel selection is different. Besides, shoppers of different lifestyles may also consider different issues while purchasing various types of products. This research may provide more understanding on dual-channel shoppers for academic, and practically, also may help companies precisely find the need of customers in different segments.%本研究主要目的在分析不同生活型态对双栖族的购买行为，并比较双栖通路间购买行为的差异，以及探讨哪些主要因素及其对消费者通路选择决策的影响。结果显示：即便是双栖族消费者，其认知风险愈高倾向选择实体通路，而不同产品类型上，消费者认知风险对通路选择的影响有差异；此外，不同生活型态消费者，针对不同类型产品，在考虑通路选择时也有差异。本文除可以补足双栖族群这方面的研究，企业可进一步地了解消费者选择不同通路时，针对不同产品类型的价值考虑，亦能更精确的找出顾客需求进行区隔。
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