Research On The Action Mechanism Of Multi-channel Integration Effectiveness On Customer Loyalty

With the rapid development of information science and technology,Internet thinking has swept through almost all industries;Most national chain retailers choose to play their own advantages of resources,the establishment of online sales channels,this practice is known as multi-channel sales.By operating a multi-channel retail model,retailers provide customers with new options and alternative scheme during the decision-making process in trading activities for purchasing products and services,providing consumers with new consumption patterns.The change of this model has aroused the attention of domestic and foreign scholars to multi-channel retail research.In the existing research,scholars have more research on multi-channel pricing,channel conflict and supply chain management from the perspective of enterprises,and relatively few researches on multi-channel consumer behavior.Therefore,this paper will select the durable commodity industry as the research background,examine the effectiveness of the current practice of multi-channel retailers from the perspective of consumers,and to explore the mechanism of its impact on customer behavior.Through the literature collation,this paper drew on the academic nutrients of the research results from the foreign scholars on the research results of multi-channel integration,and divided the channel integration dimension into four aspects of information consistency,channel choice freedom,channel interactivity and channel complementarity,and divided the customer perceived value into three dimensions of process,result and emotion.By constructing the theoretical model,this paper analyzed how the effectiveness of multi-channel integration practice affected customer loyalty through customer perceived value.The research was carried out by means of questionnaire survey,and the research questionnaire was designed by collating and studying the mature scale at home and abroad,and the revised questionnaires were sent out by the ways of interviews and small sample tests.In this paper,SPSS 22.0 and Mplus 7.4 were used to analyze the screened data of the recognition problem in the questionnaire,and the research model and related hypotheses were verified by regression analysis and structural equation model analysis,and the intermediary effect of perceived value was tested by Bootstrap statistical method.The research results showed that channel choice freedom,channel interactivity,channel complementarity and information consistency affect customer loyalty from 3 dimensions of customer perceived value.Among them,the influence of channel free choice on customer perceived value and loyalty was stronger than the other three dimensions.This study validated the implementation effect of multi-channel integration,to provide a theoretical basis for the application of retailer's multi-channel strategy,and also to provide a new way of thinking for further exploring the potential advantages of channel integration and enhancing enterprise performance and competitiveness.