Research On The Impact Of Online Store Interaction On Consumer Online Cross-buying

Alibaba reported a net profit of 427.41 billion yuan in fiscal 2016.In this case,however,there are many taobao,Tmall merchants have indicated that the store has been losing money.The reason is the high cost of promotion.Only if the promotion fee reaches more than 1/3 of sales volume,the traffic volume will bring a certain amount of sales.For example,on Tmall platform,each store will create its own "hot style" and invest huge promotion fees on "hot style" products,which will increase its sales rapidly.The "hot style" products are mostly cheap and thin,which can stimulate consumers to buy behaviors quickly.But the result is always the "hot style" product month pin,the pin "hot style" product month but best,plus a "hot style" products low prices,profits thin,need great promotion expenses,so a lot of Tmall shops are losing money.Therefore,how to make full use of expensive promoting traffic,and retain customers,allow customers to buy more in other products in stores,to achieve store profits and become the realistic problem of electric business platform merchants to be solved.Customer retention involves two cases:First,to promote the customer to the enterprise the same product incremental purchase,that is,repeat the purchase;the second is to promote the customer to buy other different products,that is,cross-buying.Products generally have a certain period of use,the same customer to buy the limited potential.But the needs of customers with diversity,so the same customer cross-buying potential is relatively large.So,how can we effectively promote the cross-buying of customers?What are the factors that affect the cross-buying of customers?These problems gradually attracted the attention of scholars at home and abroad.Most of the scholars studied the influence factors of purchase intention or behavior after the previous shopping experience,but the results were not as significant as we had expected.Some scholars have introduced intermediary variables and regulatory variables to study the relationship between shopping experience and cross-buying in the past.But in general,previous research has focused on the experience of shopping in the past,concentrated in the financial insurance industry,and has less research in retailing.Along with the development of e-commerce,online shoppers to flourish,and shows the characteristics of the new shopping,online consumers more according to the product description on the web(such as narrative text,pictures,audio,video and broadcast,etc.)to determine which make buying decisions.In this context,consumers are more likely to be attracted to a variety of products in the store.A good browsing experience makes cross-buying easier and more common.So,the current consumers more attention to in the experience of browsing the shops and commodity,when the store through good interaction with customers,users create immersive,namely flow,consumers will buy more goods in the unconscious.In addition,the customer's recognition of online stores has a moderating effect on the flow experience and the difference purchase.Therefore,the central question in this paper is:does the consumer cross-buying intention follow the formation logic of "interactivity-flow experience-cross-buying"?Specifically,the research question of this paper is:First,what is the relationship between interactivity and cross-buying?Second,what is the relationship between interaction and flow experience?Third,how does the flow experience affect the cross-buying?Therefore,based on S-O-R theory,this paper constructs a theoretical model of interactivity,flow experience,cross-buying and online store identification.In this paper,Tmall customers were used as the main subjects to conduct the questionnaire survey,and the data collected were analyzed by SPSS 23.0 software.The main conclusions reached in this paper are:First,interactivity has a significant positive impact on cross-buying,i.e.thehigher the level of interaction between the store and the customer,the greater the likelihood that customers will cross-buyinge,and vice versa.Secondly,interaction has a significant positive impact on flow experience,i.e.the higher the level of interaction between the store and the customer,the greater the likelihood that the customer will have a flow experience,and vice versa.Thirdly,the flow experience has a significant positive effect on cross-buying,that is,when the customer experiences the flow experience,it is more likely that it will cross-buying and vice versa.Fourth,the online store identity in mind the relationship between flow experience and cross-buying has significant reinforcement,namely customer agree to the online store,the greater the flow's influence on the cross-buying,and vice versa.Based on the above research,this paper believes that in order to promote customers to cross-buying,electric business companies should note the following:First,To enhance the interaction between the shop and the customer.The shop can enhance the interaction mainly from the four aspects of reciprocity,responsiveness,speed of response and nonverbal information.Secondly,Concerned about the emergence of customer experience of heart flow.Shop through the diversity of product presentation,and the customer's high interaction,promotional activities and other means to stimulate the customer's visual and sensory,and promote the flow of customer experience.Thirdly,To enhance the customer's online shop identity.The consistency of the overall design style of the store,the speed of product updates,the variety of products,and the variety of products can enhance the customer's online shop identity.