Study on the Impact of Online and Offline Cross Experience on Consumers' Shopping Channel Choice

With the booming development of the Internet and mobile devices, there has been a huge shift in consumer attitudes and consumption patterns. Consumers nowadays perfectly combine rational consumption and emotional life, and are prudent and cautious in their consumption, consciously weighing their consumption choices. In the era of mobile Internet, online and offline channels are cross-fertilised, and consumers tend to search and compare online and offline to make decisions on purchasing channels. This paper empirically analyses the data using questionnaire survey method and structural equation modeling, and the analysis results show that: online and offline cross-experience has a significant positive effect on shopping channel choice intention; online and offline cross-experience has a significant positive effect on structural assurance; structural assurance positively affects shopping channel choice intention; structural assurance mediates between online and offline cross-experience and consumers' shopping channel choice intention; online and offline cross-experience has a positive effect on consumer empowerment; consumer empowerment positively affects consumers' willingness to choose shopping channels; consumer empowerment mediates the relationship between online and offline cross-experience and consumers' willingness to choose shopping channels; channel consistency positively moderates the relationship between structural assurance, consumer empowerment and consumers' willingness to choose shopping channels.