服装企业渠道整合策略对顾客持续使用意愿的影响

Influence of channel integration strategy of clothing enterprises on customers′continuous use intention

数字经济背景下全渠道成为大热的新型零售模式,各企业在实践上已初有探索。为进一步探究服装企业从顾客感知价值角度制定整合策略的方式,以此影响顾客持续使用全渠道服务,通过梳理相关文献,引入感知功利价值和享乐价值作为中介变量,构建了服装企业渠道整合策略对顾客全渠道持续使用意愿影响的概念模型。基于291份有效问卷实证分析得到:服装促销信息整合、服装产品信息整合、服装交易信息整合、服装信息获取整合、服装订单履行整合、服装顾客服务整合均正向影响顾客全渠道持续使用意愿,感知功利价值和享乐价值是顾客体验的重要部分,对不同的整合策略各起到不同的中介作用。

Omni-channel has become a hot new retail model in the context of digital economy,which has been explored by various enterprises in practice.In order to further explore how apparel enterprises can formulate integration strategies from the perspective of customers′perceived value,so as to influence customers′continuous use of omnichannel services,relevant literature was reviewed in this paper,perceived utility value and hedonic value was introduced as intermediary variables,and a conceptual model of the impact of apparel enterprises′channel integration strategies on customers′willingness was built to continue using omni-channel services.Based on the empirical analysis of 291 valid questionnaires,the results show that the clothing promotion information integration,clothing product information integration,clothing transaction information integration,clothing information acquisition integration,clothing order fulfillment integration,clothing customer service integration have a positive impact on customers′willingness to continuously use omni-channel,and perceived utilitarian value and hedonic value are important parts of customer experience,each playing a different mediating roles for different integration strategies.This paper provides guidance and suggestions for apparel enterprises in formulating channel integration strategies.