| China's retail online shopping have lashed the traditional retail industry by the advantages of more types and lower prices in the initial stage.Which once caused the offline“closed shop tide”.However,due to the disadvantages of homogenization competition and poor experience,the online shopping market has limited growth after a few years of gold development.The online penetration rate has reached a high level and entered a period of growth fatigue.The whole retail industry is facing the helpless situation of slower online traffic growth,the acquisition costs and difficulties to rise online customer are continuing to increase.Customer consumption behavior is more and more rational.In order to win more customers as much as possible,the company strives to improve the customer experience and offline space consumption returns to the capital market.In 2016,the concept of new retail was born in China,which caused public concern.The integration of online and offline has become an inevitable trend of the times.How to achieve the result of“1+1>2”with the advantages of online and offline becomes a realistic issue that needs to be studied.Therefore,this study takes the new retail reform as the background,and uses offline customer trust and online customer trust as chain intermediaries to construct a research model of customer offline experience and online purchase willingness,and explore the relationship between the four,which will enrich existing research on customer experience,new retail,customer trust and online purchase will.At the same time,this study also will provide reasonable advice to retailers about how to exert online and offline channel advantages,how to enhance customer experience,how to win customer trust and enhance customer purchase willingness and purchase behavior.This study uses a combination of theoretical and empirical analysis,sums up a large number of research literatures of the predecessors,and designs a questionnaire about the factors affecting the online purchase willingness in the customer's offline experience.This questionnaire firstly conducts a pre-study.Based on the results of the pre-survey,The measurement items of the questionnaire are deleted and modified to form a formal questionnaire.This study used SPSS20.0 and AMOS21.0 software to perform descriptive statistical analysis,reliability and validity analysis,correlation analysis,and regression and model path analysis on the recovered data of the questionnaire.The following conclusions were obtained:(1)Customer offline experience has a direct positive impact on customer offline trust,customer online trust and customer online purchase willingness.(2)Customer offline trust and customer online trust has a significant chain intermediary role between the customer offline experience and the customer's online purchase willingness,that is,the customer online experience can positively influence the customer's offline trust,and this will trust is transferred to the online,which in turn affects the customer's willingness to purchase online;(3)Customer's offline trust and online trust can play an ediating role separately in the customer offline experience and online purchase willingness,and positively influence the customer's online purchase willingness.Finally,based on the results of empirical analysis and the specific characteristics of the new retail background,this paper proposes rationalization for the development of retail enterprises:(1)Scale expansion should be moderate,and strict quality management is strictly guaranteed;(2)Effectively integrate online and offline advantages and give full play to the maximum value-added utility of channel integration;(3)Use technology to boost new retail and ensure that the products on the shelf truly meet the needs of consumers;(4)Use the bridge and window function of the service staff to enhance the service experience of consumers,offline shopping,so as to enhance their trust in the retail brand;(5)Vigorously develop logistics and distribution,shorten the time difference between customers'online delivery and reduce the time risk perception of consumers'online shopping. |
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