The Research On Consumer Adoption Intention Of Multi-channel Retailing System

With the rapid development of e-commerce, traditional retailers have paid more and more attention to the role of e-commerce channel in their marketing activities. For example, Suning, Gome and other giant retailers have launched online retail business by establishing their own online platforms. Extant studies have confirmed that multi-channel shopping experience facilitates customer retention and customer growth by stimulating customers’ shopping interest and improving customer satisfaction. However, many consumers still prefer to use single channel of a retailer(i.e., online or offline store) when shopping. In light of this, a question is how to promote consumer intention to adopt multi-channel retailing system.Current researches about multi-channel retailing mainly focus on the integration of multi-channel and channel selection. Little insights have been addressed into the adoption intention of multichannel retailing system. This article aims to investigate the factors which affect consumer willingness to adopt a multi-channel retail system. The present study is carried in the following aspects:First, this study establishes a model about multi-channel retail system adoption and verifies the effects of four consumer value dimensions on the adoption intention by using empirical analysis. The result shows that four dimensions of consumer perceived value(money saving, convenience, exploration, entertainment) influence consumer adoption intention of multi-channel retailing system through consumer attitude.Second, the differences in the adoption model are compared between consumers with rich and little online shopping experience. The result of multi-group analysis shows that the relative importance of antecedents in determining behavioral intention for multichannel retailing system are different between consumers with rich and little experience. Consumers with little online shopping experience express more concern about exploration and entertainment than money saving and convenience. However, consumers with rich online shopping experience are mainly concerned about money saving and entertainment.Finally, some managerial implications are discussed according to above mentioned conclusions.