Research on the Formation Mechanism of Multichannel Retailer Loyalty Based on Experience Spillover and Channel Reciprocity

This study proposed a multichannel loyalty model aimed at integrating experience theory, schema theory and loyalty theory. Particularly, we built a multichannel retailer loyalty framework not only from the perspective of multichannel shopping behavior, but also from sequences of channel choices, namely shopping paths, including search online but purchase offline and search offline but purchase online. Correspondingly, this study segmented the framework into two specific models: Model1.search products in one multichannel retailer’s physical, and then purchase in the same multichannel retailer’s website (model 1:offline-online); Model2.search products in one multichannel retailer’s website, and then purchase in the same multichannel retailer’s physical store (model 2:online-offline).Besides, this study empirically tested the model by EFA and CFA with the use of Spss20 and Amos19 after developing the Structural Equation Model. As a result, we demonstrated that experience plays an important role on multichannel retailer loyalty through trust. Moreover, there exists experience spillover effect of channels. A significant interactive effect of trust on loyalty among channel has been supported.