Study On Consumer Response In Omni-channel Retailing Environment

In the past ten years,the retail industry has undergone rapid changes.The development and maturity of e-commerce and various new digital channels make retail mode and consumer behavior change rapidly.And the retail service quality continues to improve.In order to better meet the needs of consumers and provide them with a consistent,unified,integrated service and experience,more and more retailers began to implement the Omni-channel retailing.This thesis mainly studies consumer response to the Omni-channel retailing service environment,analyzes the internal influence mechanism among Omni-channel integration,consumer psychology and behavior,enriches the theoretical study of the Omni-channel retailing service,and provides practice guidance.Through literature review,this study finds that the discussion and research on Omni-channel retailing service is mainly based on one aspect of retail,and few scholars systematically analyze the content of the Omni-channel retailing and its impact on consumers.Therefore,we first discuss the development process and main content of the Omni-channel retail from the perspective of the evolution of retail mode.Second,based on the characteristics of the Omni-channel retailing service environment,we introduce the concept of consumer empowerment.According to the framework of S-O-R theory,we establish the theoretical model that contains the Omni-channel integration,consumer empowerment,trust,satisfaction and purchase intention,and put forward a hypothesis that Omni-channel integration will increase consumer empowerment,and increase customer satisfaction and trust,and ultimately increase the consumer purchase intention.Then,taking Suning as an example,the data are collected by questionnaire,and the partial least squares method and SMART PLS 3 software are used to validate the model.The results show that there is a significant positive relationship between the degree of Omni-channel integration and consumer empowerment.At the same time,consumer empowerment has a positive impact on consumer trust,satisfaction and purchase intention.It plays a significant mediating role.Finally,the findings in this study are helpful for the retailing companies to implement Omni-channel integration and promote product and service synergy in order to increase their service quality.