An Empirical Study On The Impact Of Clothing Retailer's Omni-channel Retail Service On Consumers' Intention To Repurchase

With the rapid development of big data,Internet of things,artificial intelligence and other information technologies,consumer behaviors have been further upgraded.Consumers tend to cross over different channels to complete the entire shopping process.At the same time,with the promotion of country's policy opinions about online and offline integration,retail companies began to integrate sales channels,and the omni-channel retail model emerged.The apparel industry has always been a pioneer in retail transformation.Faced with the omni-channel retail trend of online and offline integration,as well as higher and higher product quality,increasingly fierce market competition,the income growth rate lags behind other retail categories,clothing retailers have begun to try omni-channel retail,and provides consumers with omni-channel retail services in order to make consumer shopping more interesting,personalized and convenient.From the perspective of business practice,the omni-channel retail of garment enterprises is at an exploratory stage,and businesses are faced with how to better implement omni-channel retailing and other issues.From the existing research results,there is relatively little research on the willingness of consumers to act,especially the intention of repurchases about omni-channel retailing,and the related research on the impact of the omni-channel retail services on consumer behavioral will of the apparel industry is very limited and needs to be further explored.Based on the above background,Through combing the omni-channel retail concept and dimensions,experience value,repurchase intentions and other literature,and combining the characteristics of apparel retailing,sums up the dimensions of omni-channel retail service and experience value,at the same time,the relevant scholars' research on omni-channel retailing is used to establish a research model based on S-O-R theory,and research hypotheses are proposed based on the research on the relationship between omni-channel retail services and experience value,experience value and repurchase intention.The customers of clothing retail enterprises that provide omni-channel retail services such as Uniqlo,Hot Air,H&M,etc.were the survey objects.After questionnaires were issued and the reliability and validity tests were conducted,structural equation models were used to analyze the validation models and assumptions.The empirical results show:(1)The clothing retailer's omni-channel information delivery service has no significant impact on the value of experience;(2)The clothing retailer's omni-channel product information integration service has a significant positive effect on the functional value and emotional value,and the effect is not much different between functional value and affective value.(3)The clothing retailer's omni-channel user information sharing service has a significant positive effect on the functional value and sentiment value.The influence on the emotional value is greater than the effect on the functional value.(4)The clothing retailer's omni-channel retail service process service has a significant positive effect on the functional value,and has no significant effect on the emotional value;(5)The clothing retailer's effect of experience value on repurchase intention in omni-channel retail services from large to small are: omni-channel user information sharing service,omni-channel product information integration service,omni-channel service process service,and there are correlations in the four dimensions.Based on the above empirical findings,proposing measures to optimize the omni-channel retail services from four perspectives: omni-channel retailer information delivery,omni-channel product information integration,omnichannel user information sharing,and omni-channel retail service process.