The Impact Of Situational Involvement On Consumer Cross-Channel-Free-riding And Cross-channel Retention Behavior

At present,with the Internet transformation of traditional retailers and the expansion of offline channels for pure e-commerce,more and more consumers are joining the ranks of cross-channel consumers.However,the integration of online and offline channels is not easy.The loss of customers due to their own politics has occurred from time to time.In order to minimize the need to "marry other people" as well as "snapping up" between online and offline channels,it is necessary to thoroughly understand and analyze the influencing factors and forming mechanisms of cross-channel consumer behavior.At present,the academic circles have studied cross-channel consumer behavior in terms of personal factors,product factors,and retailer factors,but has neglected the important role played by situational factors.Based on the situation theory and the involvement theory,this paper introduces a new variable of situational involvement,followed by scale design and questionnaire survey.This paper uses independent sample T test and one-way ANOVA to explore the impact of demographic variables on cross-channel consumer behavior and its influencing factors,and uses logistic regression methods to test hypotheses,and to further explore the influence mechanism of situational involvement on cross-channel retention and cross-channel free riding behavior.The research results show that the higher the financial risk,attention focus,time pressure,and personal relevance in the situational factors,the more inclined to cross-channel retention;the higher the product risk and time risk,the more inclined to cross-channel free-riding.The sort of influence of each factor from the largest to the smallest is personal relevance,financial risk,time pressure,time risk,product risk,and attention focus.Finally,based on the research conclusions and discussion,the paper proposes targeted management suggestions for the marketing strategy of retail enterprises and the online and offline channel integration strategy.