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An Analysis of ICT-Retail Convergence(IRC) and Consumer Value Creation

소비자 구매단계별 기술-유통 통합(IRC)과 가치에 대한 연구

  • Park, Sunny (Dept. of Consumer Science, Seoul National University) ;
  • Cho, Eunsun (Dept. of Consumer Science, Seoul National University) ;
  • Rha, Jong-Youn (Dept. of Consumer Science, Seoul National University) ;
  • Lee, Yuri (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Kim, Suyoun (Dept. of Food and Nutrition, Seoul National University)
  • 박서니 (서울대학교 소비자학과) ;
  • 조은선 (서울대학교 소비자학과) ;
  • 나종연 (서울대학교 소비자학과) ;
  • 이유리 (서울대학교 의류학과) ;
  • 김수연 (서울대학교 식품영약학과)
  • Received : 2017.03.27
  • Accepted : 2017.07.20
  • Published : 2017.07.28

Abstract

Recently, ICT Retail Convergence(IRC) has been rapidly increasing to improve consumer satisfaction and consumer experience. In this paper, we aim to diagnose IRC from consumers' point of view by reviewing the present status and value of IRC according to consumer purchase decision making process. Based on the previous studies in retail industry, we classified IRC into 4 types: Experience-specific tech(Virtual Reality and Augmented Reality); Information-specific tech(Artificial Intelligence and Big Data); Location-based tech(Radio Frequency Identification and Beacon); Payment-related tech(Fin-tech and Biometrics). Next, we found that there is a difference in value provided to consumers according to the type of technology, analysing the value by consumer purchase decision making process. This study can be useful to introduce IRC for improving consumer satisfaction as well as ICT and Retail. Also, it can be basic data for future technology studies with a consumer perspective.

Keywords

IRC;ICT;Retail Technology;Consumer Value;Consumer-Centric Perspective

Acknowledgement

Supported by : 한국연구재단

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