A Study on the Impact of Retailers'Omni-Channel Marketing on Consumers'Purchase Intention:From the Perspective of Consumer Experience
With the development of mobile network technology,more and more consumers choose to shop at omni-channel marketing retailers.From the perspective of customer consumption experience,combined with SOR model and perceived value theory,this paper constructs a research model of"retailer omni-channel marketing-experience value-consumer purchase intention"to analyze the impact of retailer omni-channel marketing on consumer purchase intention.The empirical results show that:retailers'omnichannel marketing has a significant positive impact on consumers'purchase intention.Experience value plays an intermediary role in retailers'omni-channel marketing and consumers'purchase intention.It is important for improving consumers'purchase intention to enhance retailers'omni-channel marketing level and consumers'value perception.
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