A Study On The Influence Of Multi-Channel Integration Service On Customers' Purchase Intention

In recent years,with the rapid development of communication technology,it's common for consumer to go shopping through cross-channel.Consumers are no longer loyal to onefold channel,but complete the shopping activities through offline physical stores,online stores,or even short videos,live platforms alternately.Consumer's changed behavior promotes the innovation of retail mode.Online e-commerce represented by Xiaomi and Alibaba,and offline retailers represented by Suning and Yintai accelerate the transformation to the multi-channel retail mode of online and offline integration.It is emphasized that “develop new consumption formats and new models,and promote the integrated development of online and offline consumption” in the government work report,2019.At present,online and offline integration has become an irreversible trend in the retail industry.However,improper online and offline integration of retailers may lead to conflicts among channels and fail to achieve expected market performance more easily.The market performance of retail enterprises is determined by consumers' purchase behavior,and purchase intention is a key index to predict consumers' purchase behavior.It has become a significant issue for retailers to explore the psychological path of customers' willingness to buy through multi-channel integrated services,and then improve their willingness to buy.Existing researches mostly focus on the relationship between single channel and customer purchase intention,lack of intensive study about the mechanism of multi-channel integration on the overall customer purchase intention from the perspective of channel integration.In view of this,the paper closely combined with the current mainstream trend that retail enterprises turn to online and offline multi-channel integration,based on the customer perspective,in-depth explore the impact mechanism of multi-channel integration services on the overall customer purchase intention,and build the impact model of multi-channel integration service quality on customer purchase intention with brand experience and brand trust as the double intermediary.Through 569 valid multi-channel consumer questionnaire data and structural equation model analysis,the following conclusions are drawn:(1)There was a positive correlation between multi-channel integrated service quality and purchase intention,brand experience and brand trust;(2)Brand experience and brand trust act an intermediary part in the influence of multi-channel integration service quality on purchase intention;(3)Brand experience and brand trust play a chain intermediary part in the impact of multi-channel integrated service quality on purchase intention.According to the results of the empirical study,three suggestions are put forward.First of all,multi-channel retailers can achieve a high degree of integration of online and offline channels from the strategic level and tactic level,resulting in a “1 + 1 > 2” overflow purchase intention.Second,create the ultimate brand experience to enhance the purchase intention,on the basis of improving the brand experience of consumers in various channels,strengthen the integration of multi-channel,so that customers can freely span among channels,greatly stimulating the purchase intention of customers.Thirdly,we should take brand trust as the starting point to realize the spillover effect of brand trust among multiple channels and improve customers' purchase intention.The research results of this paper can be used as a reference for retail enterprises to achieve multi-channel integration,and also for the government to implement industry policies.