Customers Binding Policy Intentions Migration Impact On Consumer Channels

In recent years, the rapid development of electronic commerce makes consumer channels is diverse， In multi-channel environments, consumer channel migration behavior is inevitable. But in the academia, especially in the domestic study of consumer channel migration hasn’t caused enough attention. Consumer channel migration intentions refer to the consumer migrating from online (offline) channels to offline (online) channels，the study of consumer channel migration intentions is an important research area of multichannel customer management.With the emergence of relationship marketing, academia gradually start to attach importance to the significant impact of customer bonding tactics on the customer loyalty. But there is no scholar from the perspective of relationship marketing to study the consumer channel migration. Under the double channel environment, customer bonding tactics affect the consumer channel migration intention. However, there is a variety of different types of customer bonding tactics,its impact on the consumer channel migration is different from each other.Therefore, if the retailers want to implement consumers’ channel loyalty, and consumer channels migration intention may be limited by social conditions and the influence of subjective norm. So, the article will study the regulating effect of social conditions and subjective norm. In addition, according to the report, clothing is one of the most frequently online purchase, so the article will choose clothing industry to study consumer channel migration intentions.At the same time, because the consumer channel migration has four paths, this paper will select the one that consumers migrate from offline channels to online channels, exploring the effect of offline retailers customer bonding tactics to customer satisfaction, and then affect consumer channel migration intention.Based on the purpose of this study, the paper studied the concept and types of customer bonding tactics, customer satisfaction,and pointed out that the customer bonding tactics have impact on customer satisfaction,and then customer satisfaction has an impact on consumer channel migration intentions, the social conditions and subjective norms play a regulatory role. The questionnaire is formed according to study hypotheses, the paper will analyses the distribution of samples and the validity, reliability of the questionnaires through arrangement, and verified the assumptions. At last, analyzed the results by theoretical, and put forward marketing strategy, hope to offer reference for marketing practice.