The Research on the Impact of Multichannel Integration on Cross-channel Retention Behavior

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北京工商大学学报（社会科学版）， 2019，34（3）：1-14.

责任编辑：陈诗静

（School of Business，Shenyang University，Shenyang 110044，Liaoning，China）

Abstract：With the increase of consumers' cross-channel shopping behavior，multi-channel retailers implement integrated multi-channel management strategy to meet“seamless connection”experience of consumers. To explain the mechanism of action between multi- channel integration and cross- channel retention behavior，the authors carry out an empirical analysis of 875 consumers that have cross-channel shopping experience. It is found that information integration，process integration and service integration are the three dimensions of multi-channel integration，all of them have significant positive influence on the strength of cross-channel retention behavior. Multi-channel service quality mediates the relationship between multi-channel integration and cross- channel retention behavior. Moreover， online shopping experience negatively moderate the relationships between information integration，process integration，and multi- channel service quality，and the relationship between information integration，service integration，and cross- channel retention behavior，but not moderate the relationship between service integration and multi- channel service quality，and the relationship between process integration and cross- channel retention behavior. In order to promote cross- channel retention，the retailers should，first，improve the consistency of information and service between channel combinations and the cohesion of purchasing process，reduce the switching cost of consumers' crosschannel purchases，which is the key to cross- channel retention；second，they should pay more attention to the integrity and synergy of service levels across all channels，because collaborative and consistent service perception is the key for us to improve service experience，promote emotional connection with retailers and repeat purchase；third，they should pay more attention to providing differentiated services for different target groups，enhance the overall service experience of consumers with rich experience in online shopping，and provide a simple cross- channel information acquisition service for consumers with less experience in online shopping.

Key words：cross-channel