The Impact Of Cross-channel Integration Of Retailers On Consumer Loyalty

With the rapid development of Internet technology,the impact of the information of digital media and the popularization of the Internet commodity trading platform,the daily life of consumers is greatly influenced by the digitalization.The retail industry has also changed greatly in the past ten years.The emergence of mobile channels and social exchange media to the existing retailers Industry models,retail portfolios and shoppers' behaviors have had a huge impact.Under the trend of new retail,retail giants are no longer pursuing single online traffic or the layout scale of offline outlets,but realizing synchronous development according to their respective characteristics of online and offline,forming composite competitiveness,and then gaining more market share.In recent years,cross-channel retailing is becoming more and more popular in China's retail enterprises,and a large number of enterprises have tried cross-channel integration.But using cross-channel integration to coordinate multiple channels to attract customers and improve customer loyalty is still a big challenge for retailers.Across channel integration also received extensive attention of the academia,in 2011,Rigby,head of global retail business in the harvard business review article points out: with the development of Internet technology and mobile information technology,digital retail also great changes have taken place,this is the new field Omni-Channel retailing,namely retailers can through physical stores,online stores,mobile devices,social media channels to interact with customers.This paper explores the influencing factors of retailers' cross-channel integration on consumer loyalty.On the basis of theoretical analysis,this paper constructs a model of consumers' influencing factors in retailers' cross-channel retailing,and finds out strategies to enhance consumer loyalty through empirical analysis and testing,so as to make enterprises more effective in implementing cross-channel strategy.This paper mainly studies the following two issues:(1)From the perspective of consumers,it explores the effect of retailers' cross-channel integration strategy.(2)To explore the moderating effect of switching cost on customer loyalty in cross-channel integration.By using simple random sampling method and statistical analysis software SPSS20.0 and Smart PLS 3.0,the following conclusions are drawn:(1)Cross-channel integration has a negative impact on perceived risk,while cross-channel integration has a positive impact on perceived convenience,perceived variety and identity attractiveness.(2)Perceived risk has a negative impact on consumer loyalty,while perceived variety,perceived convenience and identity attractiveness have a positive impact on consumer loyalty.(3)The mediating effects of perceived variety,perceived convenience,perceived risk and identity attractiveness are significant,and all of them are partial mediating effects.The impact of cross-channel integration on consumer loyalty is partly realized by perceiving diversity,perceived convenience,perceived risk and perceived attractiveness.(4)The moderating effect of switching costs on the relationship between perceived variety and consumer loyalty is significant,and switching costs can enhance the positive impact of perceived diversity on consumer loyalty.However,the moderating effect of switching costs on the relationship between perceived convenience and consumer loyalty,as well as the relationship between perceived risk and consumer loyalty,is not significant.The contributions of this paper are mainly reflected in the following aspects:(1)Cross-channel integration is a channel strategy commonly adopted by retailers.Most of the current studies are focused on the impact of cross-channel integration on retailers,while this paper studies the impact of cross-channel integration on consumers.To some extent,this study complements the research of cross-channel integration.(2)This study explores the effect of retailers' cross-channel integration strategy from the perspective of consumers.This paper introduces consumers' perceived rights and identifying attractiveness to study whether cross-channel integration will affect consumers' perceived rights and identifying attractiveness,thus further affecting consumer loyalty.(3)This paper adds the moderating effect of conversion cost.The moderating effect of switching cost on the relationship between customer perceived equity and retailer loyalty in the process of cross-channel integration is analyzed.