The Influence Of Situational Factors On Cosumers' Cross-channel Purchasing Behavior

The arrival of the information network society has promoted the vigorous development of the network economy.The current real economy and the network economy are no longer absolutely opposite competitions,but gradually balanced.Enterprises are constantly optimizing their sales models in a highly competitive environment.It has also led to the increasing popularity of consumer cross-channel purchases.At present,scholars are more concerned with consumer cross-channel purchase behavior from the aspects of consumer personal factors,channel factors and product factors,ignoring the important influence of situational factors on consumers' cross-channel purchase behavior.Based on the existing research at home and abroad,this paper aims to further explore the mechanism of the influence of situational factors on consumers' willingness to purchase across channels.Based on situational theory and SOR model theory,this paper explores the potential impact of situational factors on consumers' cross-channel purchase intentions based on summarizing existing research results based on contextual factors,customer perceived value and cross-channel purchasing behavior.Combined with the S-O-R theoretical model(stimulus-organism-response),the physical channel situation factor is used as the ‘stimulus',which triggers the change of the perceived value of the ‘body' customer,and then makes the choice ‘reaction' of cross-channel purchase willingness.This paper mainly selects the situation factor,interaction factor and marketing factor as the independent context factors,introduces the mediator variable of customer perceived value,selects the three dimensions of functional value,emotional value and perceived risk,proposes hypotheses and establishes corresponding models;Scale design and questionnaire survey,using data analysis software SPSS to test the reliability and validity of the data,exploratory factor analysis and confirmatory factor analysis,and use AMOS20.0 software to test the hypothesis of the model and the goodness of fit for test analysis.The results of the research show that the environmental factors,interaction factors and marketing factors in the context factors are positively correlated with the consumer functional value and emotional value.The environmental factors and interaction factors are negatively correlated with the perceived risk of consumers;functional value and emotional value and consumer cross The willingness to purchase channels is positively related,and environmental factors and marketing factors are positively related to consumers' willingness to purchase across channels.In addition,customer perceived value plays an intermediary role between contextual factors and cross-channel purchase intentions.According to the conclusion of the research,the paper puts forward relevant reference suggestions for the marketing strategy and channel integration strategy of multi-channel retail enterprises.