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The Influence of Multi-Channel Network Support on the Performance of Innovation Intention of Sichuan Bloggers

Zhen Chen


The emergence of multiple channels reshapes consumers’ purchase behavior and retailers’ marketing styles. The emergence of online channels and new additional digital channels such as mobile and social media has changed retail business models, retail mix execution, and shopper behavior. This analytical framework can be the basis for systematic comparisons and longitudinal studies to understand similarities and differences in blogging practices further. The three objectives are to investigate the organizational support perception in a blogger group, explore the influencing mechanism among the influencing factors, and evaluate the improvement of a multi-channel network with adequate support with respective economic benefits.


Multi-Channel Network; Performance of Innovation Intention; Bloggers

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DOI: http://dx.doi.org/10.18686/fm.v7i5.5967