| Under the background of the transformation of traditional retailers to multi-channel retailers,the mechanism by which retailers implement channel integration strategies on consumer behavior is still unclear.This article studies the implementation of channel integration strategies for multi-channel retailers,focusing on the impact of retailer channel integration strategies on consumer retention.This paper builds a research model on the basis of theoretical analysis and literature review,and uses the PPM theoretical framework to explore the moderating effect of perceived value,perceived risk,and switching cost between channel integration and customer retention.At the same time,we discuss the possible moderation role of customer channel migration experience and product attributes in these relationships.After completing the process of variable definition,questionnaire design,data collection and data analysis,our empirical research results show that perceived value,perceived risk and conversion cost can play a significant mediating role in the process of channel integration affecting customer retention.Channel migration experience can negatively regulate the process of channel imformation integration's impact on perceived value and the process of channel business integration's impact on perceived risk.Finally,according to the research results of this article,we put forward some suggestions for the follow-up theoretical research and retailer channel integration practice.This article takes channel integration as the starting point,and applies the PPM theoretical framework to the study of consumers' multi-channel shopping behavior,which helps to understand the mechanism of channel integration on customer retention.And thus it has certain theoretical significance.This research can provide suggestions for retailers to implement channel integration,help retailers make scientific and reasonable decisions.So our research has certain practical significance. |
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