Influence Of Congruity Between Online And Offline Stores On Purchase Intentions In Multi-channel Retailing

With the rapid development of Internet, online retail has been became a new trend, which is attracting traditional retailers to set up business online, so companies are formed with entities shop and online store multi-channel retail mode. But the existing multi-channel retailer’s online stores are different, specifically, some of them are profitable, others suffer deficit. Therefore, the factors affecting consumer buying online become the focus of the scholars study. Obviously, the difference of existing multi-channel retailers store is the consistent of corporate image. Therefore, this research combined with entities shop and online store, from the perspective of store image consistency, using online trust as an intervening variable, consistency of store image and the relationship between the consumer’s online purchase intentions for study.This study reviews the literature and logical reasoning, and constructs the theoretical model. Based on the domestic and international references, the study developed a questionnaire. After the preliminary investigation, the vector quantity will be corrected and forming a formal questionnaire. SPSS20.0 statistical analysis software is used to collect data correlation analysis, regression analysis, finally get the following conclusion:Firstly, there is a positive correlation between dimensions of store image consistency and consumer online trust; Similar to Consumer online trust and online purchase intention. Secondly, Consistency of convenience and service consistency have a direct impact on online purchase intention, which online trust indirectly affects consumers’ online purchase intention. Price consistency and consistency evaluation of consumer online affects purchase intention through online trust. Consistency evaluation of online trust in prices and online influences purchase intention completely.Thirdly, retailers’popularity in every dimension of store image plays a regulatory role in the relationship.Finally, based on the empirical results, this study puts forward some Suggestions for multi-channel retailers store image’ consistency, which can enhance the consumer online trust and boost consumers’ online purchase intention.