Through dividing the entire shopping process into three stages: pre-purchase, purchase and post-purchase, this study analyzed the customers' channel choice behavior in each, from perspectives of product quality, Customers and channels. Based on a survey answered by 395 multi-channel shoppers, the findings show that the products' perceptibility and security, is positively associated with the online channel (vs. offline) during the pre-purchase and purchase stages and no significant association in the post-purchase stage. The customers' shopping motivations and network involvements are positively associated with the online channel in the pre-purchase and purchase stages, but the perceived risks are negatively associated with the online channel throughout the entire shopping experience. The channel's usefulness has a significant and positive correlation with the online channel in all three stages of shopping, but the channels' ease-of-use only has a significant and positive impact in the pre-purchase stage and weaker in the other two. The findings provide some useful suggestions for multichannel retailers.