Role of Channel Characteristics of the New Retail Model on Brand Loyalty.

This paper explores the influence of two channel characteristics on brand loyalty, namely, the vividness of online information presentation and offline travel distance perception and the moderating effects of haptic perception demand and price consistency in the new retail model based on the dual system theory of decision making. A total of 537 valid samples were collected for model testing. Results showed that the vividness of online information presentation had a significant positive effect on customer behavior loyalty and attitude loyalty; offline travel distance perception only had a significant negative effect on customer attitude loyalty; haptic perception needs negatively moderated the relationship between vividness of information presentation and customer behavior loyalty; and price consistency positively moderated the relationship between travel distance perception and customer attitude loyalty. The findings have implications for different experience-based FMCG brands to break out the “traffic” dilemma in new retail.