| With the rapid development of information technology represented by the mobile Internet,it has brought a huge revolution which influence people in all aspects of work,study,consumption,entertainment.Customers have more shopping choices and they can switch between the channels of the retailer for the transactions.The way customers use different channels to make a purchase becomes less predictable.The aim for a seamless customer experience across the online and offline channel has brought a huge challenge for retailers.This trend has been triggering many multiple channel retailers to develop an omni-channel program.In order to successfully develop and implement marketing strategies,it is key to fully understand the he diverse needs of customers.Only by analyzing the key factors affecting the channel migration behavior of consumers,can we grasp the consumer choice of channels correctly.With the concept of omnichannel becoming popular in recent years,more and more scholars have started to study the topic of consumer behavior in this field.We analyze and summarize some research literature about omni-channel both at home and abroad.From the perspective of customer,we focus on the factors that affect the choice of consumer in the context of omni-channel.Based on Technology Acceptance Model,Diffusion of Innovations Theory,Perceived service quality Model and loyalty as mediator,we construct a study model to investigate the factors of customer channel migration and proposes nine hypotheses.According to the Likert scale,we design a question naire.After the pre-investigation,the initial questionnaire was revised and all questionnaires were distributed online.In this paper,we use SPSS23.0 to analyze collected data about descriptive statistics,reliability,common method variance and Exploratory Factor Analysis.Then,we use AMOS23.0 to analyze Structural Equation Model.The results of data analysis show:(1)The omni-channel integration features have significant impact on perceived usefulness,perceived ease of use and perceived service quality,which shows that omni-channel integration brings convenience to customers while improving service quality greatly.(2)Perceived ease of use has a significant positive effect on perceived usefulness,suggesting that it is helpful for customers when they believe that using a product or technology would be free of effort.(3)Perceived ease of use has no significant impact on perceived service quality,indicating that the convenience of operation does not significantly increase the level of customer perceived service quality.(4)Perceived ease of use has no significant effect on loyalty,which shows that ease of use does not signific antly increase customer loyalty.(5)Perceived usefulness has a significant imp act on loyalty,which means that customers continue to use the same product when they feel that it is useful.(6)Perceived service quality has a signific ant impact on loyalty,which shows that the higher the customer perceived service quality lead the higher loyalty.(7)Loyalty has a significant negative impact on consumer channel migration,indicating that the higher loyalty prevent customer from changing purchase channel.The empirical study shows that the integrated model can better explain the customer channel migration behavior.It provides the reference value for the later research because it enriches the research about consumer behavior in the context of omni-channel.Meanwhile,omni-channel retailers should focus on the collection and consolidation of consumer data across channels.Understanding of the customers' channel behavior should be the first step in this domain.Only in this way,can retailers improve customer loyalty and make profits. |
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