基于渠道沟通的互惠行为理论,本研究探索多渠道整合对跨渠道顾客保留的影响机制,考察渠道沟通质量和消费者享乐型购物导向可能存在的作用.通过对272份多渠道顾客的数据,本文研究表明:(1)多渠道整合对渠道沟通质量和跨渠道顾客保留的直接影响都显著成立;(2)渠道沟通质量在信息整合与跨渠道顾客保留之间的完全中介效应,在业务整合和过程整合与跨渠道顾客保留之间的部分中介效应;(3)享乐型购物导向在多渠道信息整合和过程整合与渠道沟通质量之间以及多渠道过程整合与跨渠道顾客保留之间存在调节作用.%Based on Reciprocity Behavior Theory of communication channels,this study explores the mechanism of multi-channel integration impact on cross-channel customer retention,examining the effect of channels customer communication quality and hedonic shopping orientation.Through the data of 272 multi-channel customers,this research finds that:(1) the direct influence of multi-channel integration on the channel communication quality and cross-channel customer retention is evident;(2) channel communication quality plays as a fully mediated variable between the information integration and cross-channel customer retention,and play as a partially mediated variable between business integration and cross-channel customer retention,process integration and cross-channel customer retention respectively;(3) the hedonic shopping orientation moderates the relationship between multi-channel information integration,process integration and channel communication quality respectively and also moderates the relationship between multi-channel process integration and cross-channel customer retention.
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