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互联网冲击下,传统企业纷纷拓展网上渠道。本文从传统线下企业视角出发,探讨多渠道整合质量对顾客跨渠道保留意愿的作用机理,研究多渠道整合质量在顾客自线下到线上信任转移中的影响作用,并分析顾客对企业多渠道整合质量的感知对其跨渠道保留意愿的影响。多渠道整合质量对顾客自线下至线上的信任转移有显著影响。渠道构造透明度和信息一致性能通过影响顾客的线上信任从而提高跨渠道保留意愿;渠道间的业务关联性和过程一致性既能对顾客跨渠道保留意愿产生正向影响,亦能通过线上信任产生间接效应。
Under the impact of the Internet, traditional enterprises have to expand online channels. This article from the perspective of the traditional offline enterprises to explore the role of multi-channel integration quality of customers across the channel to retain the willingness of the mechanism to study the quality of multi-channel integration in the customer from offline to online trust transfer effect and analysis of customer-to-business The Influence of Perceived Channel Consciousness on Cross-Channel Reservation Intentions. The quality of multi-channel integration has a significant impact on customer trust transfer from offline to online. Channel structure transparency and consistency of information enhance cross-channel retention intentions by influencing customers ’online trust; business relevance and process consistency across channels can both positively impact customers’ willingness to retain across channels and also increase their online trust Indirect effect.