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Understanding the Consumer Experience in Retailing Channel Using Critical Incident Technique

결정적 사건기법(CIT)을 이용한 소비자의 유통채널 이용경험에 대한 연구

  • Choi, A-Young (Dept. of Consumer Science, Seoul National University) ;
  • Rha, Ong-Youn (Dept. of Consumer Science, Seoul National University)
  • Received : 2011.11.14
  • Accepted : 2011.12.07
  • Published : 2011.12.31

Abstract

This research explores the consumers' experience in retailing channel(offline channel and online channel) using the critical incident technique. This research aims to clarify the common incidents within retailing channels which implies decisive factors over the channels, and to clarify the contrasts between channels to compare advantages and disadvantages. Therefore, the research is designed to collect the consumers' narrative of those who have used both channels in 3 months. Classifications are conducted with other researchers majoring consumer science. The results address how impressive experiences are constructed on each channel in three dimensions: product, information search, and the purchase-service dimension. These results are able to provide implications for offline and online retailers and directions for future research.

Keywords

References

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