Trust Transference In Brick And Click Retailers And Its Role In Performance Of Online Extension

With the rapid development of China’s e-commerce and the continuous improvement of people’s income, the size of the network shopping user has been steady growing and the rise of online shopping prompt increase of effective new retail channels, which gradually changes retail transactions and industrial pattern. In the context of electronic commerce, with the rapid development of the Internet and modern logistics, as well as the speed of traditional channels development slows down, multi-channel retail implementation conditions become more sophisticated. Both traditional physical retailers and emerging online retailers have been actively developing multi-channel retail mode which combines the physical stores and online stores. The online market is the important areas of traditional retailers to expand market share. More and more retailers agree that the online store has advantages, such as the wide-area coverage, open all day and highly interactive. But the vast majority of retailers are not optimistic about online sales. Compared to the physical store business, online shopping business of traditional companies develops slow, and accounts for a relatively small proportion. While online retail has many advantages, but the most concern of online consumers is the safety, privacy and consumer protection. These issues are too difficult to establish a high level of online customer trust. How traditional retailers make offline channel trust promote online channel trust, and achieve multi-channel synergy which are the problems of multi-channel marketing. Therefore, in face of fierce competition in the e-commerce environment, paying attention to offline Channel trust transfer, and studying the impact of offline trust and online trust on online store loyalty has important research and practical significance.This paper, based on the literature review, draws on previous research results, builds an research model which integrates offline channel customer trust transfer, customer flow experience, structural assurance and online store loyalty. From the perspective of channel synergy, this paper studies the relationship among offline trust, online trust and online performance extension, and analyzes the mediating effect of flow experience and structural assurance on online customer trust and online store loyalty. On this basis, we design a questionnaire, build various assumptions relations, and then empirically test the relationships among these variables and the model. During the operation of this study, the questionnaire was amended several times in order to ensure the validity of variables measuring. Dates of the study are obtained by random sampling in network research. The model and relation assumption are tested and analyzed by AMOS17.0. The findings confirm that the offline customer trust positively influences online customer trust, customer flow experience of online shopping and structural assurance under online retail environment; customer flow experience of online shopping and structural assurance under online retail environment both have a significant positive impact on online customer trust; customer flow experience of online shopping and online high degree of customer trust, both positively influence on online store loyalty.Then, according to the verification results, a number of marketing proposals are made for multi-channel retailers, especially for traditional retailers who have online business, to enhance the online retail store customer trust and improve the online performance extension. Although there are some innovations in this paper, there are still some defects, so the limitations of the study and future research directions are put forward at last.