Research On The Impact Of Multi Channel Integration Quality And Network Security On Online Purchase Intention

The rapid development of the Internet has brought opportunities and challenges to the traditional retail channels,more and more traditional retailers began to try the traditional offline physical stores and online retail cooperative development integration mode.The rapid development of the Internet has brought opportunities and challenges to the traditional retail channels,more and more traditional retailers began to try the traditional offline physical stores and online retail cooperative development integration mode,this mode of multi channel integration is becoming a global trend.Compared with the pure online sales,traditional retailers have multiple channels in business development advantages,but often because of traditional retail channels and online channels under the line to carry out effective integration and consumer concerns about network security issues,traditional retailers in the online business development with multi channel advantage is often difficult to get to play,very few traditional retailers can successfully open up the online channel.This paper from the perspective of traditional retailers,based on cognitive dissonance theory,explore multi-channel integration quality and network security is how to influence consumer online purchase intention,based on online customer trust as intermediary variables,online reputation as a moderator,constructed a theoretical model of multi-channel integration of quality and safety of the network purchase intention impact on consumer online.The paper makes a survey of 300 college students by using the questionnaire and the electronic questionnaire,and makes use of regression analysis to test the hypothesis and the mediating effect.The results showed that:multi channel integration and network security significantly positive impact on consumer online purchase intention;trust in multi channel integration and online quality,website security plays an intermediary role in the purchase intention,online reputation in online trust and online purchase intention plays a regulatory role.Through this study,we can enrich the research on consumers online purchase motivation and online purchase behavior to a certain extent,and provide empirical evidence for traditional retailers to improve customer online trust by extending the advantage of multi-channel integration advantage to online store by offline Shop,deepening the influence of traditional retailers on online customer trust and customer purchase intention through multi-channel integration quality and network security,and help to improve marketing strategy.