Research On The Factors Influencing The Information Dissemination Effect Between Retailers And Consumers Under New Retailing

In recent years,with the progress of the society and the evolution of the market,the competition among enterprises has gradually become the competition among supply chains.Only when enterprises in the supply chain realize information sharing and improve the efficiency of information transmission can the collective interests be maximized.Therefore,information dissemination is crucial to the reform and management of supply chains.As a link in the supply chain,retail is a process in which information is directly transmitted by retailers to the end customers.Therefore,retailers are facing greater challenges and driving forces of innovation in the supply chain reform.In our country,with the constant change of retail model,the demand of consumer is also escalating,many traditional zero or electric enterprise began to actively seek transformation,combining with the current market situation,if want to continue to attract consumers retailing,must be attached to the big data,the combined entity shop and network platform,through online channels,and realize the full retail channels,under this background,the concept of "new retail" arises at the historic moment,and the new retail mode information transmission between retailers and consumers also have important implications for the entire supply chain benefits.Based on the above analysis,this paper focuses on the effect of information dissemination between retailers and consumers under the new retail mode by taking the retail link as the entry point.Based on the "5W" communication model in communication and the comprehensive review of domestic research results,the author puts forward the theoretical hypothesis of this study,and designs the observation scale of this study by referring to the mature scales of domestic and foreign scholars.Then,using the research methods of questionnaire survey,comprehensive contrast communication effect theory,fully consider the other factors of information transmission on the effects of the spread of SPSS and AMOS software makes an empirical analysis on the relationship between the variables,it is concluded that the role of the path and the related degree between variables,using the structural equation model to model,analyzes the source credibility,quality of information and media three variables on consumer cognition,consumer experience and the influence of consumer behavior,and on the basis of the analysis of empirical results verify the research hypothesis was established.Finally,Suggestions and countermeasures are proposed to retailers based on consumers' satisfaction with each measurement variable and its importance.The results show that in the process of information transmission between retailers and consumers under the new retail model,source credibility has a significant positive impact on consumers' cognition,but it has no significant impact on consumers' feelings.The quality of information and the media have a positive impact on consumers' cognition and feelings.While the three dimensions of the communication effect are affected step by step,consumers' cognition also has a positive impact on consumers' feelings.Therefore,in the marketing practice,retailers should not only pay attention to consumers' shopping behavior,but also pay more attention to consumers' cognition and feelings,comprehensively improve consumer service experience,increase consumers' loyalty,so as to maximize their own benefits.