零售商多渠道整合对顾客购买意愿影响研究-企业管理专业论文.docxVIP

山东建筑大学硕士学位论文Research 山东建筑大学硕士学位论文 Research On The Impact Of Multi Channel Integration Of Retailers On Customers Purchase Intention Zhang Tangyong(Business Management) Directed by Li Zhikun ABSTRACT With the increasing popularity of the Internet into all aspects of social life，it also brings changing to retail market and marketing model which is closely related to people’S daily,retailers pay more and more attention to Internet，and using it to develop their own advantages，many traditional retail companies have opened up the network channels with its own characteristics，however,SUCCESS stories rare，but after in the possession of the online and offiine channel，being troubled by problem which is related to the multi-channel integration issues．In this paper，through sort out the relevant literature of the current scholars．found that the current academic research more from the enterprise internal channel conflict resolution channel resource allocation point，the research on the relationship between multi channel integration service quality and customer purchase intention is few,SO there still some gaps in this research area to be excavated and filled．Therefore，this paper based on the study of predecessors，perspective from the customer purchase intention， to carry on the relation research between the three，including the influence which between channel integration service quality and customer purchase intenti on in the multi·channel retailing，and effect of online service quality on online and offiine channels of integrated quality,and customers purchase intention． In this paper,through review of previous research and combing，the retai ler’S channel service quality is divided into online channel service quality and online and offiine channel integration service quality．On customer purchase intention，in a certain extent，in this paper reference technology acceptance model，choose the customer perceived service quality the influence purchase intention factors to construct the mult