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2.6 Data analysis
In this study, SPSS 21.0 will be used for data analysis. The data analysis process will be divided into three steps. The first step was to test the reliability and validity of the questionnaire. The author used α reliability coefficient method to analyze the reliability of the questionnaire, if Cronbach α is greater than 0.7, the questionnaire reliability was qualified. The second step was using factor analysis to test the structural validity of the questionnaire, of the KMO value was greater than 0.5, the P value was less than 0.05, and the Barlett Test showed P< 0.01, indicating that the questionnaire's structural validity was qualified. Then the results of the questionnaire were processed by using descriptive statistics, including the mean, standard deviation, frequency and so on. The third step was using T test to determine whether there was a statistical difference in the impact of multi-channel coordination strategy and non-channel coordination strategy on customer satisfaction.
2.7 Reliability and validity
2.7.1 Reliability analysis
Reliability refers to the extent to the consistency of the results acquired by repeated measurements of the same object by using same methods (VanDerHorn and Mahadevan, 2017). In this study, Cronbach α was used to determine whether the questionnaire has enough reliability, if Cronbach α was greater than 0.7, it indicated that the reliability of the questionnaire was qualified. The Cronbach α of the questionnaire was 0.94, which showed that the reliability of the questionnaire was qualified.
2.7.2 Validity analysis
Construct validity refers to the extent to which a test aims to measure (Neo, 2017). This study used exploratory factor analysis to test the construct validity of the questionnaire. The KMO value of this questionnaire was 0.8172> 0.7 by SPSS analysis, Bartlett hemisphere test results showed that X2 = 1191.27 p = 0 <0.05. These results indicated that the questionnaire results could be processed by exploratory factor analysis. Factor analysis results showed that 87.417% (greater than 70%) of the sum of the variance could be explained by a factor whose eigenvalue was greater than one. From the exploratory factor analysis, it could be seen that the design structure of the questionnaire in this study was more reasonable and it has higher construct validity.
2.8 Generalisability
In order to ensure that the results of this study have certain generalisability, this paper adopted a random sampling method. Random sampling method believes that all parts of the population are equally likely to be sampled, which conducts a sample survey completely in accordance with the principle of equal opportunity to ensure the representativeness of the study sample. The survey sample chosen in this paper came from the network and they were also taken by random sampling method. They could reflect consumers' overall view of Suning's O2O strategy to a certain extent and they have certain generalisability.
