Research on the Mechanism of the Impact of Multi-channel Integration of Service Quality on Guizhou University Students’ Willingness to Buy Leisure Food

Abstract

With the development of e-commerce, the era of pure e-commerce has become a thing of the past, and more and more consumers are choosing multi-channel shopping. In order to meet the multi-channel shopping needs of consumers, retailers have begun to test the mul-ti-channel integrated retail model. Multi-channel integration is the retailer’s ability to provide consumers with a free and seamless shopping experience across multiple channels. This ability is measured from the perspective of consumers, which is refected in the multi-channel inte-gration of service quality. The high level of multi-channel integration service quality represents the retailer’s strong multi-channel integration capability, and consumers will obtain a better service experience.