Research on the Impact of Consumer Involvement on Cross-Channel Purchase Intention

With the development of e-commerce, consumers changed the original purchase channel mode (single model), and tend to buy by cross-channel way (combine the store, online and mobile terminals and others together). The changed consumer buying patterns carry out a new challenge to the enterprise to maintain customer. Consumer buying behavior across channels is a hot issue in marketing research. This article aims to investigate the impact of consumer involvement on cross-channel purchase intention. Firstly, base on the definition of consumer involvement and cross-channel purchase, develop the measurement scale. And further build mechanism theoretical model, using structural equation model to test. The results showed that consumer involvement impacts on information search and perceived value; information search impacts on perceived value; and both information search and perceived value impact purchase intention.