Research On The Impact Of Online And Offline Interaction On Consumer Channel Migration In The Context Of Omnichannel

Since the rapid development of e-commerce, entity shop and online mallhave different prices.Offline become the experience of online shop, customer competition problems appear constantly.But with the mobile client and the development of information technology, the embarrassing situation seems to be broken. At the same time, with the development of omni-channels, the uncertain factors of consumer behavior becomes more and more visibly, the uncertainty factors of consumers in the purchase channels and information gathering channel can migrate arbitrarily. However, practice shows that to break the situation is the key problem of how to strengthen the ascension of the whole channel under the background of customer experience. Through in-depth interaction with customers, on the one hand, collect relevant information about the customer, through the information technology of information processing and analysis, to obtain important information related to customers in order to better implement the personalized services; on the other hand,from the perspective of service of improving customer experience, through to the consumption of customers to help customers consumption process more convenient, but also can improve customer satisfaction. This article from the perspective of interactive, with "stimulus- reflect" theory as the basic logical route, analyses the interactive relationship with the consumer channel migration. Research key point lies in the different channels of interaction is different, so for consumers feel the experience of nature is also different. The article adopts the method of research is literature research experiment method and simple data analysis, through the literature research, the related concepts and theory to comb, understand the interactive and migration channels of the latest trends of the research, on the basis of forefathers’ research on innovation, at the same time lay a solid foundation for the establishment of the model.In this paper, the experimental method is adopted based on the scenario simulation was conducted among 200 college students, through the simulation of the three channels of information collection and consumers to buy the scene, let the participants experience after fill in the questionnaire. In this way the whole channel under the background of the migration of consumers behavior were studied. With SPSS19.0 after data collection to put forward the assumption of verification, finally puts forward some proposals concerning the management to the enterprise and in this paper, the shortage of the vision of the future.Through the collection of data, this study got the following conclusions:(1) the interaction with the aid of information and entertainment experience has influence to the consumer channels of migration, interactive itself has a significant effect on the consumer channels of migration is, but information and entertainment experience in which played a partial mediating role;(2) the different level of interactive effect on consumer channel migration, high interactive impact on consumers is more obvious;(3) the influence of different types of channels for consumers migration is different, the results for the enterprise provides reference for different channel marketing plan formulation.