Abstract: The development of Internet economy makes the real retail trade upgrade traditional retail mode with network technology, but the effect is not satisfactory. Based on the perspective of real retailers, this paper explores the relationship between online and offline consumer behavior in China and main factors influencing consumer offline purchasing through the fixed-point intercept random sampling method in Beijing, Shanghai, Hangzhou and other three cities and combining multi-group structural equation model. Research shows that the frequency of online shopping is significantly positive correlated with offline shopping, and the relationship is not complete substitutional relation; consumer′s time, online shopping frequency, and offline purchasing attitude are important factors that directly affect offline purchasing; price reduction is not the most effective way in competition, so the real retailers should optimize product information delivery channels, give full use of the service advantages of real store, implement diversified payment methods and efficient membership management to optimize the business strategy in all directions.

Key words: online and offline, real retailer, business strategy；The Structural Equation Model