Research On The Relationship Between Online And Offline Products,Price Consistency And Consumer's Purchase Hesitation In The Context Of Omni-channel Retailing

Throughout the history of retail development,the emergence and application of new technologies is the main driving force for channel revolution,and every retail revolution is accompanied by the decline of old formats and the rise of new formats.In recent years,with the popularity of mobile networks and smartphones,the era of omni-channel retail has arrived,and the demand and shopping habits of consumer have changed:consumers will search across omni-channel,choose in omni-channel,purchase in omni-channelL feedback and disseminate in omni-channel.The whole process of shopping starts from the need and convenience of consumers,which is also chosen by consumers at will.Consumers are more eager to the convenience and consistent shopping experience brought by the seamless connection between channels.Companies are also seeking omni-channel transformation to meet the demand of consumer better.In the context of omni-channel retail,it has been proven many times in practice that the strategy of product and price discrepancy on-line and off-line adopted by enterprises in the past have a negative impact on the brand image and economic benefits of enterprises.However,the phenomenon of "special supply of e-commerce" and "special supply of entity store" still emerge,and the phenomenon that the price of online channels is lower than the offline channel has become the marketing means.Therefore,in the context of omni-channel retail,it is worth thinking about what kind of product and price strategies enterprises should adopt to carry out omni-channel transformation.With the advent of omni-channel retail revolution,scholars have also carried out related research.Research shows that the key to the success of omni-channel strategy is channel integration,which also validates the positive impact of channel integration on enhancing enterprise value,consumer perceived value,trust,and brand attitude.But the relationship between channel integration and perceived risk has not received attention of scholars.However,people are more sensitive to risk than acquisition,and negative emotions are more influential when individuals feel both positive and negative emotions.Therefore,this paper argues that online perceived risk is more likely to play a leading role in personal decision making than perceived value and trust.Therefore,this paper is based on the stimulus-organism-response(SOR)model and cognitive dissonance theory,takes perceived risk as a mediator to explore the relationship between product and price consistency which are dimensions of channel integration and purchase hesitation of customer when they choose two or more channels to complete transactions online and offline,and the paper also consider the moderating role of risk attitude.This paper uses questionnaires survey,through which 257 valid samples are collected,to analyze the mechanism of "online and offline products and price consistency-online perceived risk-purchase hesitation",applying empirical research with software SPSS 23.0.The results show that:(1)online and offline products and price consistency have a significant negative effect on consumers'online perceived risk;(2)consumers' online perceived risk is positively related to consumers' purchase hesitation;(3)consumers' online perceived functional risk,emotional risk plays a full mediate role betxween online and offline products and price consistency and consumers'purchase hesitation.(4)The risk attitude positively regulates the positive correlation between consumers'online perceived functional risk and purchase hesitation,that is,the higher the score of risk attitude(risk aversion),the stronger the impact of online perceived functional risk on purchase hesitation.The innovation of this paper is that:(1)Introducing online perceived risk mediation variables,the establishment of mediation effect model of product and price consistency-online perceived risk-purchase hesitation,which enriching the existing research on channel integration.(2)Discussing the role of online and offline products and price consistency in the context of omni-channel retail,which expanded the research background of the problem.(3)Enriching relevant research on the influencing factors of purchase hesitation.Finally,according to the research conclusions,this paper puts forward five suggestions for enterprises that conduct retail activities through online and offline channels,and summarizes them into two main points:First,in terms of tactics,retailers should promote online and offline products,price consistency steadily,reduce consumer perceived risk,and reduce purchase hesitation.Second,in terms of strategy,retailers can avoid channel conflicts by establishing shared goals and improving the means of profit to coordinate channel members,clarify the positioning of online and offline channel to achieve complementary advantages among channels.