| With the increasingly fierce competition in online channels,the growth of the online retail market has gradually slowed down.Many companies choose to implement an online and offline channel strategy to acquire and retain more customers.In a multi-channel context,cross-channel purchases by customers are becoming more common.In the past,most scholars paid attention to the loyalty of customers in online shopping and the influence of online shopping personal factors on their purchasing intentions.However,these studies do not explain some problems in marketing practice.For example,customers search for products on the Internet but still Customers who change their merchants online and who are loyal to their loyalty often do not continue to purchase the merchant’s products.In recent years,with the increasing influence of online brand communities in the consumer market,domestic and foreign scholars have explored the motivations of customers to participate in online brand communities and the impact of social capital in the community on customer behavior patterns.Based on this,this paper studies the influence mechanism of customer cross-channel retention behavior through empirical methods from the perspective of social capital of online brand community.While making up for the lack of research on the cross-channel retention behavior of the online-offline transfer path in the academic world,it provides theoretical support and practical suggestions for enterprise multi-channel management.This paper reviews related concepts and theories,and defines the three variables of customer cross-channel retention behavior,online brand community social capital,and customer perceived value.In the past,the social capital research results divided the social capital of online brand community into three dimensions: community norms,online trust and common cognition,and divided perceived value into two dimensions:information value and social value.Then according to the SOR theory,the trust transfer theory and the social exchange theory,the logical relationship between theresearch variables is sorted out,and the customer cross-channel retention influence mechanism model is proposed to derive the specific research hypothesis.The online community members of the three brands of Estee Lauder,Lancome and Chanel in the cosmetics industry were selected as the research objects,and the questionnaires were designed by referring to the mature scales of scholars at home and abroad.Finally,using SPSS19.0 and AMOS22.0 software,the 342 valid questionnaire data obtained from the survey were analyzed and verifiedc.Through empirical analysis,the paper draws the following conclusions:(1)The social norms and online trust of online brand community social capital positively affect customer perceived value,and common cognition positively affects social value,and the impact on information value is not significant;(2)Online brand community social capital positively affects customer cross-channel retention behavior;(3)Social value has a significant intermediary role in the influence of online brand community social capital on customer cross-channel retention behavior,information value in community norms Intermediary role between online trust and customer cross-channel buying behavior.According to the results of empirical research,the article puts forward relevant suggestions for enterprise multi-channel management.Enterprises should pay attention to the construction of online brand communities and vigorously support the activities of online brand communities.Focus on maintaining community norms and order,and improve online trust mechanism.In addition,enterprises should enrich the content of activities,enhance the common understanding of the community,and transform the cost of customers’ time and effort into barriers to channel transfer. |
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