Research On The Influence Of Inconsistent Online And Offline Information On Customer's Willingness To Retain

In recent years,electronic channels have developed rapidly,and more and more retailers have expanded their sales channels from offline channels to online channels to carry out multi-channel marketing strategies,which are an urgent issue for multichannel retailers.The researches on multi-channel marketing strategy mainly focus on online channel and offline channel consistency,but online and offline inconsistencies are relatively rare.Based on this backgroud,this paper has studied the influence mechanism of inconsistent online and offline marketing strategies on customer retention intentions,which could provide an effective theory for multichannel retailers' marketing strategies.Firstly,the related concepts of multi-channel retailers and the mode of online to offline were defined in this paper.Then the previous literature results of online and offline perception inconsistency,customer trust,customer retention intention and brand preference were sorted out.Secondly,based on above analysis,the theoretical model was constructed.Then by referring to the existing mature scales at home and abroad,the pre-study questionnaire,which has been continuously corrected and improved through pre-study,was formed.Thirdly,in order to verify the hupotheses,the SPSS and Smart pls statistical software were used.Finally,the relationship of variables,including inconsistent information of online to offline,customer trust,customer retention intention,brand preference,were discussed.The model test results show that the inconsistent online and offline product information has no significant effect on the customer retention intention.The online to offline price and promotional inconsistency affected the customer retention intention through the customer trust;Brand preference negatively regulates the impact of online and offline price and promotion inconsistency on customer trust.Based on above analysis,we propose the following recommendations: First,ensure the consistency of online and offline commodities,consistent product quality and descriptions on online and offline channels should be implemented.Howere,in order to meet diverse customer needs,there are more commodities on online channels than offline channels.Second,based on consumer brand preferences,differentiated prices and promotional strategies.When multi-channel retailers are small in scale and not well known,consumer brand preference is relatively low.Online and offline channels can maintain differentiated prices and promotion strategies to attract consumers with low brand preference and satisfy consumers.When multi-channel retailers have a certain number of loyal customers,consumers should have a higher level of preference for multi-channel retailers,retailers should promote consistent price and promotion marketing strategies to ensure consumers experiencing seamless channel experience to enhance customer loyalty.Third,multi-channel retailers can increase consumer quality,improve service levels,and increase advertising to increase consumer brand preferences.