Proceedings of the 1st International Conference on Business, Economics, Management Science (BEMS 2019)

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

Authors
Yuxuan Liu, Lan Yang, Wei Gao
Corresponding Author
Wei Gao
Available Online May 2019.
DOI
https://doi.org/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.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
1st International Conference on Business, Economics, Management Science (BEMS 2019)
Part of series
Advances in Economics, Business and Management Research
Publication Date
May 2019
ISBN
978-94-6252-720-1
ISSN
2352-5428
DOI
https://doi.org/10.2991/bems-19.2019.64How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

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  - 1st International Conference on Business, Economics, Management Science (BEMS 2019)
PB  - Atlantis Press
SN  - 2352-5428
UR  - https://doi.org/10.2991/bems-19.2019.64
DO  - https://doi.org/10.2991/bems-19.2019.64
ID  - Liu2019/05
ER  -