An Empirical Study of Customers' Willingness to Use Offline Channels Under the Background of New Retail

The new retail mode of deep integration of online service and offline experience has become the development direction of China's retail industry. However, few literatures have studied the purchase intention of consumers in the process of e-commerce enterprise shifting from online to offline. Based on the innovation diffusion theory and trust transfer theory, this paper constructs a conceptual model of the formation mechanism of consumers' adoption intention in offline channels, analyzes the influence of online channel trust and customer experience quality on consumers' adoption intention in offline channels, and uses structural equation model to verify the following conclusions:(1)customers' trust in online channels significantly affects the customer experience quality and willingness to use offline channels;(2)customer experience quality have a positive impact on the adoption attitude of offline channels;(3)customers' attitude toward the use of the offline channel can significantly affect their willingness to adopt the offline channels.