Research On E-Commerce Online To Offline Behavior Mechanism In Garment Industry

Currently, online and offline channel integration as a successful business model is usedin many industries, such as tourism industry, catering industry, furniture industry, thegarment industry and so on. In Online to Offline scenario, the deepest experience is thegarment industry, the consumer benifits in multi-channel are far more than the benifits in asingle channel. The literature at home and abroad mainly study perceived usefulness andperceived ease of use based on technology acceptance model, and little research focus onthe influence factors of online satisfaction, the influence factors of offline satisfaction andthe interaction between the customer loyalty and online/offline satisfaction. However,consumer online buying process and offline buying process are linked in garment industry.This paper puts online channel(online store) and offline channel(physical stores) in garmentindustry as the research background, and conducts theoretical and empirical research ononline behavior and offline behavior from online satisfaction, offline satisfaction andcustomer loyalty. Firstly, we collect228valid questionnaires online for data processing, andanalyze the basic information about online and offline behavior consumer behavior.Secondly, SPSS19.0software is used to analyze reliability test and validity, descriptivestatistics, correlation analysis. Thirdly, through using AMOS17.0, this paper analyzes thestructure model, calculates the path coefficient, and tests the model and hypothesis. Thispaper describes the relationship among the online satisfaction, offline satisfaction andcustomer loyalty, and establishes a multi-relationship model that includes trust, systemquality, information quality, environment quality and service quality. In the model, we findthat the factors impacting online satisfaction include trust, system quality and informationquality, the factors impacting offline satisfaction include environment satisfaction andservice quality. Meanwhile, we highlight the role of trust in online satisfaction, and provethat both online satisfaction and offline satisfaction have interaction on customer loyalty.