The Impact of Cross-Channel Integration on Online and Offline Customer Trust and Purchase Intention

• Main Authors: WANG，HAOYUAN, 王浩源
• Other Authors: Min-Chieh Chuang
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/zct2rf

碩士 === 東海大學 === 企業管理學系碩士班 === 107 === Along with the development of Internet and e-commerce, many retailers are trying to create a full-channel retail environment through channel integration, including websites, physical stores, mobile applications, TV broadcasts, catalog stores and so on. Omni-channel retail, a retail model that operates across all available pathways and eliminates the distinction between these pathways. This study summarizes the seven dimensions of cross-channel integration through literature review and explores whether cross-channel integration has a positive impact on online and offline customer trust and purchase intent. This study used a questionnaire survey with an effective sample size of 310; the study was conducted by people who had experience in shopping in the same brand's online and physical stores. In this study, SPSS software was used to analyze the reliability and validity of the software, and then the Smart PLS statistical software analysis model was used. The analysis results were good. The outcome of this study , the seven dimensions of cross-channel integration were merged into four dimensions, product price information integration, promotion integration, transaction information integration, order fulfillment and follow-up service integration. In addition to the transaction information integration, the other three dimensions are positively related to cross-channel integration. Cross-channel integration can significantly affect online and offline customer trust, and online and offline customer trust can significantly affect online and offline purchase intention.