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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통경영학회 유통경영학회지 유통경영학회지 제22권 제5호
발행연도
2019.10
수록면
5 - 19 (15page)

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Purpose: As a new retail model, omni-channel is different from the previous single-channel, multi-channel and cross-channel retail models, researching and exploring the impact of its characteristics on consumers' omni-channel shopping intention is beneficial to the industry and enterprise, which can better meet customer needs and improve customers satisfaction and corporate competitiveness. Based on the characteristic of omni-channel, the literature and theory on the intention of purchase through the perceived cost and omni-channel, this paper established the conceptual model of the influence mechanism of Chinese consumer on the intention of purchasing in omni-Channel. Research design, data, and methodology: A total of 293 valid samples were obtained through online questionnaire and offline face-to-face reply, taking consumers who had experienced shopping through omni-channel as subjects, and model reliability and validity test, fit test of the model, model hypothesis verification and path coefficient, mediation effect analysis were conducted by SPSS 20.0 and AMOS 20.0. Results: The empirical analysis shows that the omni-channel characteristics such as immediacy, interactivity and consistency were the main drivers that directly affected consumers' purchase intention. Immediacy and consistency not only directly but also indirectly affected consumers’ omni-channel purchase intentions, while interactivity only directly affected consumers’ omni-channel purchase intention. Among the factors affecting consumers’ omni-channel purchase intention, the effect of consistency was the largest (0.42), followed by immediacy (0.38), and the effect of interactivity was the least (0.17). Perceived cost acted as a mediating variable, and perceived cost negatively affected consumers' purchase intention of omni-channel. Immediacy and consistency of omni-channel affected purchase intention through perceived cost. Interactivity had no indirect impact on the shopping intention, mainly because consumers were used to resort to channels, so perceived cost was not sensitive to omni-channel interactivity. Conclusions: According to the research results, this paper puts forward some countermeasures and Suggestions for the retail enterprises' omni-channel strategy from the three aspects. Increasing the purchase intention by improving consistent products, services, information and experiences. Improving the immediacy level through big data and information technology to meet the needs of customers anytime and anywhere. Reducing consumer perceived costs through improved omni-channel characteristics and improving logistics levels.

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참고문헌 (53)

참고문헌 신청
Abu-Salim, T. / 2017 / Effects of Perceived Cost, Service Quality, and Customer Satisfaction on Health Insurance Service Continuance / Journal of Financial Services Marketing 22(4):173~186 google schola Akın, Ş. N. / 2014 / Insurance, Consumer Search, and Equilibrium Price Distributions / Journal of Risk and Insurance 81(2):397~429 google schola Bell, D. R. / 2013 / Inventory Showrooms and Customer Migration in Omni-channel / Available at SSRN 2370535 google schola Bell, D. R. / 2014 / How to Win in an Omni-channel World / MIT Sloan Management Review 56(1):45~53 google schola Chen, X. Q. / 2016 / O2O E-commerce Customer Satisfaction Analysis / Business Economic Research 14:46~48 google schola

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