Research On The Influence Mechanism Of Consumers’ Intention To Use Channel Services And Loyalty Under Omni-channel Retailing Model

The emergence of Internet,mobile devices and social media,by connecting multiple sources of different channels,has promoted the transformation from multi-channel strategy to omni-channel strategy,which has completely changed the shopping experience of retail customers.In the past few years,more and more retailers are implementing omni-channel retail business strategy.According to the "CIO Agenda" survey of the Retail Federation,76%of the business leaders interviewed believe that omni-channel strategy is the key business priority,and omni-channel management ranks third in the thematic importance of service research.As a new business model,omni-channel retail has attracted extensive attention in academic circles,but the existing omni-channel research is still in its infancy.Although some studies have emphasized the necessity of exploring customers’ intention to use omni-channel services,theoretical-driven empirical research is still limited.In addition,whether the omnichannel operation strategy can achieve the expected operation effect depends to a great extent on the initial perception and use of the omni-channel service provided by customers.However,customer loyalty is usually regarded as the key to the long-term success of service operation mode and the sustainable competitive advantage.However,the existing omnichannel retail literature does not pay enough attention to customer loyalty,and there is a certain research gap.Based on the existing research gap,this paper determines that under the background of omni-channel retail environment,based on S-O-R model and flow theory,with the help of two studies,it deeply explores the consumer behavior paradigm under omni-channel retail model.The first study reveals the reasoning mechanism process of consumers’ intention to use channel services through the study of consumers’ intention to use channel services under omni-channel retail model;The second study reveals the reasoning process of customer channel service model using loyalty by studying the influence mechanism of customer service model using loyalty under omni-channel retail model.In this paper,the subjects were investigated by questionnaire and analyzed by SPSS 23.0 and AMOS 21.0 software.The reliability and validity of the scale and the goodness of fit of the model reached the mainstream standards in academic circles,and the research hypothesis was tested on this basis.The results show that channel convenience,channel seamless and channel transparency positively impact consumers’ perception of agility,fluency and flexibility respectively.Perceived agility and perceived flexibility have a positive impact on perceived fluency;Perceived agility,perceived fluency and perceived flexibility have a positive impact on the intention to use omni-channel services.In addition,personalize and telepresence have positive effects on perceived benefits,while data privacy and data security have positive effects on perceived risks.Perceived benefits has a positive impact on flow experience and customer loyalty,while perceived risk has a negative impact on flow experience and customer loyalty;flow experience has a positive impact on customer loyalty.Finally,according to the results of empirical analysis,this paper analyzes and points out the research conclusions obtained by hypothesis verification,puts forward management enlightenment,provides theoretical references and countermeasures for the operation and development of omni-channel retail business service model,and points out the limitations of the research and the future research prospect.