Research on the Influencing Factors of College Students' Online and Offline Shopping based on the omni-channel Retailing Background

Qi Li, Yunpeng Xu, Aman Cao

School of Business Administration, Anhui University of Finance and Economics, Bengbu, 233030, China

Abstract: Today, with the continuous development of the economy and the continuous advancement of in-formation technology, the information age has enriched our lives in many aspects, and the people's lives have also been improved in all aspects. People's demand for products is not limited to the products themselves, but constantly pursues the shopping experience and constantly pays attention to the enjoyment of the spiritual level, thus promoting the progress of China's retail industry. This paper will study the factors affecting the shopping experience of college students based on the omni-channel retail background, and propose relevant strategies to help enterprises to improve the shopping experience of college students and help the market to promote the development of omni-channel retail.

Keywords: Omni-channel retail; College students; Shopping experience; Influencing factors; Marketing strategy