Research On Influencing Factors Of Consumer Experience Based On Omni-channel Retailing

The retail industry has experienced single-channel,multi-channel,cross-channel and omni-channel stages.Enterprises in this emerging mode can enhance customer satisfaction and re-purchase intention by improving their experience.The existing research on the influencing factors of consumer experience mainly focuses on the performance of online and offline dual-channel mode,and pays little attention to the omni-channel retailing consumer experience.Moreover,the research on the comparison of the importance of various factors is somewhat inadequate.Therefore,researching consumer experience under the new omni-channel retail channel has certain theoretical innovations.This thesis draws on the existing research results,combined with China's national condition to build an eight-stage consumer experience of omni-channel retail influencing factors index system,and stand in the point of consumers through in-depth analysis of customer psychology characteristics.Besides,Maslow's five-level hierarchy of needs will be based on the theory.Evaluate the factors that influence the consumer experience by using various experience demand levels as the carrier.Finally,the method of categorized analysis is used to determine the importance of each factor in different levels of experience needs,which can provide decision basis for enterprises to enhance experience satisfaction in omni-channel retail model.The research value of this paper is embodied in two aspects: on the one hand,it analyzes the experience demand of Chinese consumers in this brand new retail mode,constructs the index system of the influence factors of the omni-channel experience,and deepens the theoretical connotation of the customer experience.On the other hand,combining the theory of Maslow's demand level,this paper analyzes the role of specific factors in each experience demand level,deepens the work of the predecessors,and lets the humanistic viewpoint return to the marketing environment of the new era,and helps enterprises to grasp the consumer experience needs in practice.