A Study On The Impact Of Multi-channel Integration On Customers’ Purchase Intention

The enhancement of Internet technology has led to a boom in e-commerce business,and more and more enterprises are carrying out multi-channel integration strategies so as to expand their sales market,enhance their competitiveness and increase their revenue.Research on the development of multichannel in enterprises has become one of the hot spots in the Internet era.However,in the process of research,it is found that the multi-channel strategy of real enterprises does not achieve the desired effect,and it is difficult for the newly developed channels to quickly generate competitiveness,while the competition between the new channels and the original channels and the uneven distribution of benefits have also become huge problems faced by enterprises in the process of developing multi-channels.Therefore,understanding the connotation of multi-channel integration and studying the factors influencing customers’ willingness to buy under multi-channel integration are the prerequisites for enterprises to adjust the business of different channels,highlight the functions and advantages and disadvantages of different channels,realise the organic integration of multi-channels and carry out multi-channel strategies.In the process of multi-channel integration,the core products and services of enterprises do not change substantially,but there are only certain differences in the functions and service methods of different channels.Therefore,studying the influence of multi-channel integration on customers’ willingness to buy is an important means to help enterprises explore the value of different channels and achieve efficient multichannel integration.In this paper,we take the background of multi-channel integration of enterprises,from the perspective of customers,based on transaction behaviour theory and PPM theory,through the literature combing of the concept and connotation of multi-channel integration,the study of consumer purchase behaviour under multichannel integration,combined with the actual situation of multi-channel development of Chinese enterprises,to establish the influence model of customer purchase intention under multi-channel integration.The four dimensions of multi-channel integration,namely transaction information integration,evaluation integration,price integration and service integration,are investigated in terms of their influence on customers’ willingness to buy,and the mediating role of customer attitudes and the moderating role of customer preferences are examined.The results of the model can identify to a certain extent the influencing mechanisms of customers’ purchase intention under multichannel integration.The study used a questionnaire to obtain the behavioural and attitudinal tendencies of 333 valid multichannel customers in the multichannel purchase process.Data analysis was conducted on the data through R language to draw the following three conclusions: Firstly,this study found that in the main effect,there was a significant positive influence of the four dimensions of multi-channel integration: transaction information integration,evaluation integration,price integration and service integration on customers’ purchase intention.Secondly,channel preference positively moderates the effect of service integration on customers’ purchase intention.Finally,customer attitude plays a mediating role in channel integration and customer purchase intention.The conclusions of this paper analyse the influence channels and influence paths on customers’ purchase intention under the multichannel strategy of enterprises from the perspective of customers,and provide some theoretical support for enterprises to carry out multichannel.Based on the findings of this paper,the following recommendations are made for the development of multichannel strategies: firstly,enterprises should focus on improving the quality of service brought about by multichannel.Secondly,enterprises should pay attention to timely communication with customers under multi-channel integration.Thirdly,companies should actively pay attention to customers’ online feedback and make targeted improvements to their products and services.Finally,enterprises need to focus on the synergistic development of multiple channels under channel integration to reduce conflicts between channels.