26th International Association for Management of Technology Conference - IAMOT 2017

Nowadays, there are lots of Clicks and Mortar models. Brands can earn benefits through cross-channel integration, so they develop cross-channel model from online to offline to meet consumers' requirements. According to MIC's report, consumers prefer to search online to compare the goods and shop in a physical store. The reason is that consumers can get goods immediately, save shipping fee, confirm product quality, and experience the atmosphere. In order to increase consumers' willingness to shop online, brands have started to build cross-channel service integration. But consumers have different characteristics and they have distinctive purchase behaviors. This research combines Technology Acceptance Model (TAM), experience of shopping online, risk acceptance, and knowledge of product to build our research framework to discuss the effect of cross-channel service integration on consumers' purchase intention. The research collected 358 data and all respondents were female. After analysis, the result showed: (1) integration of distribution, integration of transaction and integration of customer service have positive influence on perceived usefulness, perceived ease of use, perceived playfulness, brand attitude and purchase intention; (2)consumers' perceived ease of use has positive influence on perceived usefulness; (3)consumers' perceived usefulness, perceived ease of use, perceived playfulness have positive influence on brand attitude;(4) consumers' brand attitude and objective norms have positive influence on purchase intention.