多渠道整合质量对消费者购买意向的影响

摘要

Based on cognitive dissonance theory,focusing on the integration of online and offline channels,the study explored whether the multichannel integration quality has an impact on conG sumer purchase intention.189 consumers with both online and offline shopping experiences,were surveyed through online questionnaires according the regression analysis to verify the proposed assumptions:Multichannel integration quality has significantly positive impact on purchase intenG tion cognitive trust;trust plays a mediating role in the multichannel quality integration and conG sumer purchasing intention.The results provide theoretical guidance for the traditional retailers to expand the store business to the online store.%以消费者认知不和谐等理论为基础，着重研究线上和线下渠道的整合，探讨多渠道整合的质量是否对消费者的购买意愿产生影响。通过网上发放调查问卷，调查189位在传统零售商线上和线下渠道都有过购买经历的消费者，采用回归分析对提出的假设进行检验。结果表明：多渠道整合质量对消费者购买意愿有显著积极的影响；信任在多渠道整合质量与购买意愿中起到中介作用。