Volume 29, Issue 2
DOI: 10.24205/03276716.2020.207
INFLUENCE OF MULTI-CHANNEL INTEGRATION SERVICE QUALITY ON PURCHASE INTENTION OF CUSTOMERS: DUAL MEDIATING EFFECT OF BRAND EXPERIENCE AND BRAND TRUST
Abstract
Purchase intention refers to the tendency of consumers to pay for a service or commodity after psychological perception, weighing and evaluation. It is an important issue for retail enterprises to explore the psychological path that generates purchase intention and enhance the purchase intention of customers. Considering the shift of Chinese retail enterprises towards multi-channel integration between online and offline businesses, this paper sets up an influence mechanism model for multi-channel integration service quality on purchase intention, and takes brand experience and brand trust as two mediating variables. Then, a questionnaire survey was carried out among consumers who had enjoyed the multi-channel integration service quality, and the collected data were subjected to structural equation modeling. The results show that the multi-channel integration service quality has a positive effect on purchase intention, brand experience and brand trust; the purchase intention is promoted by that the multi-channel integration service quality, brand experience and brand trust; brand experience and brand trust both mediate the relationship between service quality of multi-channel integration and purchase intention, showing a serial mediating effect; the brand experience has a greater mediating effect than the brand trust. The research results offer an important reference for retail enterprises that have adopted multi-channel integration.
Keywords
Multi-Channel Integration Service Quality, Purchase Intention, Brand Experience, Brand Trust.