Research On The Influential Factors Of Omni Channel Retailing Consumer Experience

With the widespread of the Internet and the rapid development of social platforms,the population of people who work with the mobile devices such as mobile phones and tablet PCs grow very fast.What's more,the demands of consumers are no longer satisfied and the ways of shopping began to be diversified.These phenomenon promote the fusion and reparation among the different modes,and it also build the mode of omni channel retailing.The most important task of the omni channel retailing is focusing on the consumer experience,so the solution of effect and improvement of the consumer experience become to the key for business.However,there is few available research on the consumer experience in omni channel retailing.As a new mode,there is much blank to fill up in the field of omni channel retailing.This article explores the influence factors of consumer experience in the perspective of omni channel retailing.On the basis of theoretical analysis,it will find the key factors of the influence and dimensions of customer experience.What's more,this article will build an influential factors model of customer experience in omni channel retailing.For validating the research,the data were collected by questionnaire survey and they were analysed by SPSS19.0.Empirical research shows that the factors which includes social communication factor,local factor,mobile factor,personalized factor,cost factor,convenience factor can affect the consumer experience.On the basis of the empirical study,the model is revised to put forward the strategy of optimizing the customer experience by using the strategy as follows: developing interactive strategies and content,making full use of social networking platforms,using application positioning technology,smoothing shopping experience,strengthening the function of mobile terminal,providing personalized service by drawing 360 degrees customers view,enhancing customer security,reducing the risk of shopping,increasing requirement of the store and focusing on technical innovation.