Research On The Influence Of Retailer's Multi-channel Integration Quality On Customer Value Co-creation Behavior

With the progress of the Internet and the development of e-commerce,multi-channel integration has become the only way for the transformation and upgrading of traditional retailers.Compared with pure online retailers,traditional retailers have the advantage of integrating multiple channels in expanding online businesses,but they often fail to give full play to this advantage due to the low level of online and offline channel integration.When consumers purchase products and services,they will interact with retailers and other consumers to a certain extent,and satisfy their purchase needs to the greatest extent on the basis of such interaction.At present,the theoretical study of retailers multi-channel integration quality more seriously,in this paper by using both online and offline channels to retailers as the research object,analysis the retailer multi-channel integration quality of mutual interaction between retailers and consumers,and to participate in value to create the effect of customer.In this paper,by means of empirical study to establish a multi-channel integration quality,value creating interactive behavior,and the concept model between and among customer value,and clarify its mechanism,perfect the academic quality of multi-channel integration and value to create a relationship between the related research,give the theory in the process of integrating traditional retailers in multi-channel sales support.Firstly,this paper introduces and sorts out the literature about retailers' multi-channel integration quality,the interaction behavior between retailers and consumers,and the customer value.Then,on the basis of literature review,the research model is constructed,and the scale and questionnaire are improved and adjusted by means of pre-survey.Then,different types of consumers were invited to fill in questionnaires through network channels and field distribution.Statistical software SPSS22.0 and AMOS21.0 were used to process the data and verify various hypotheses based on statistical theory.Finally,based on the research results,the relationship between the quality of multi-channel integration,the interaction of value creation and customer's value is discussed.The results of model test show that the transparency of service construction,service consistency and business relevance of the three dimensions of multi-channel integrationquality have a significant positive impact on the value creation and interaction between retailers and consumers,and can have a significant direct effect on the practical value of consumers.The consistency of service quality of multi-channel integration of retailers can have a direct effect on the social value of consumers.The transparency of service construction and the performance of business association can have an indirect effect on the practical value of consumers through the interactive behavior of value creation.In the three dimensions of interaction between retailers and consumers,information search and interpersonal interaction can have a significant positive impact on consumers' practical value,and information search and advocacy can have a significant positive impact on consumers' social value.