An Empirical Study of Customers' Willingness to Use Offline Channels Under the Background of New Retail

DOI

10.2991/bems-19.2019.64How to use a DOI?

Keywords

online to offline; innovation diffusion theory; trust transfer theory; structural equation model; purchase intention of consumers.

Abstract

The new retail mode of deep integration of online service and offline experience has become the development direction of China's retail industry. However, few literatures have studied the purchase intention of consumers in the process of e-commerce enterprise shifting from online to offline. Based on the innovation diffusion theory and trust transfer theory, this paper constructs a conceptual model of the formation mechanism of consumers' adoption intention in offline channels, analyzes the influence of online channel trust and customer experience quality on consumers' adoption intention in offline channels, and uses structural equation model to verify the following conclusions:(1)customers' trust in online channels significantly affects the customer experience quality and willingness to use offline channels;(2)customer experience quality have a positive impact on the adoption attitude of offline channels;(3)customers' attitude toward the use of the offline channel can significantly affect their willingness to adopt the offline channels.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yuxuan Liu
AU  - Lan Yang
AU  - Wei Gao
PY  - 2019/05
DA  - 2019/05
TI  - An Empirical Study of Customers' Willingness to Use Offline Channels Under the Background of New Retail
BT  - Proceedings of the 1st International Conference on Business, Economics, Management Science (BEMS 2019)
PB  - Atlantis Press
SP  - 356
EP  - 363
SN  - 2352-5428
UR  - https://doi.org/10.2991/bems-19.2019.64
DO  - 10.2991/bems-19.2019.64
ID  - Liu2019/05
ER  -