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A Study on the Effect of Customers' Experimental Recognition of the Omni-Channel Brand on the Relationship Quality

옴니채널 브랜드에 대한 경험적 인식이 관계품질에 미치는 영향

  • Ock, Jung-Won (Dept. of Distribution Management, Catholic of University in Pusan) ;
  • Yun, Dae-Hong (The Research Institute of Knowledge Service and Consulting, Dong-A University) ;
  • Choi, Tae-Ho (Dept. of Distribution Management, Catholic of University in Pusan)
  • 옥정원 (부산가톨릭대학교 유통경영학과) ;
  • 윤대홍 (동아대학교 지식서비스.컨설팅연구소) ;
  • 최태호 (부산가톨릭대학교 유통경영학과)
  • Received : 2017.04.21
  • Accepted : 2017.07.07
  • Published : 2017.07.31

Abstract

This study reviews the literature related to the omni-channel and derived structural relationship between experiential perception of omni-channel brand and consumer-brand relational quality. A total of 250 questionnaires were distributed to university students, workers, and consumers in Busan, Korea, who had experience using SSG.com. 210 questionnaires were used for final validation of research model. The hypotheses set in this study was validated through SPSS18.0 and LISREL8.3 based on the research model. The results showed that all hypotheses were accepted, except for 2 hypotheses(Hypothesis 2-3, Hypothesis 2-4). Findings of this study suggest the following:First, the consumer's experience with the omni-channel brand was found to be an important factor influencing consumers' cognitive and emotional responses formed by the transfer effect of experiential factors through senses. Second, the relationship between consumers and the omni-channel brand was found to be an important factor in building attachment and psychological bond through experience and trust for the omni-channel brand. Thus, the results of this study provide the basis for overall understanding of the strategic experiential module (SEMs) for the omni-channel, which recently emerged as a new trend of distribution channel, as well as for managing the spatial environment. Finally, we present the theoretical and practical implications related to consumers' experience and relational perception.

Keywords

Brand Experience;Consumer-Brand Relationship;Omni-Channel;Trust;Identification

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