The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Influences of omni-channel shopping motivations on consumer acceptance of omni-channel strategies through fashion product purchasing processes

옴니채널 쇼핑동기가 패션제품 구매의사결정단계별 소비자의 옴니채널 전략 소구에 미치는 영향 연구

  • Kim, Aekyung (Fashion Merchandising Major, Graduate School of Design, Kookmin University) ;
  • Lee, Eun-Jung (Dept. of Fashion Design, College of Design, Kookmin University)
  • 김애경 (국민대학교 디자인대학원 패션머천다이징 전공) ;
  • 이은정 (국민대학교 조형대학 의상디자인학과)
  • Received : 2018.01.04
  • Accepted : 2018.02.26
  • Published : 2018.02.28
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Abstract

As fashion and distribution companies have increasingly turned to implementing marketing activities that use omni-channel strategies, it is imperative to explore consumer-oriented evaluations of omni-channel shopping for fashion products. Through contributing to the growing research flow of consumer behavior within omni-channel contexts, the current study explores consumer motivations for omni-channel fashion shopping and their impacts on the decision-making stages of fashion products. The authors first performed in-depth interviews with six Korean consumers and confirmed the four types of consumer motivation for omni-channel shopping, and how decision-making processes react to fashion companies' omni- channel marketing strategies. These findings were used to set survey items for the main study. Based on the results and findings of previous literature, an online survey was conducted with 300 participants who had actual experience with omni-channel shopping for fashion products. The statistic results from the survey revealed the following: First, the in-depth interviews allowed the authors to confirm four factors of omni-channel shopping motivation (ubiquity, efficiency, convenience, and impulsiveness). Second, the survey showed the authors that among the four factors of omni-channel shopping orientation, impulsiveness had the greatest effect on consumer behaviors at the preand on-purchase stages, while the ubiquity factor had the greatest effect at the post-purchase stage. As such, the study empirically tested the omni-channel-specific factors of shopping orientation and motivation. In addition, it showed the effect of omni-channel marketing on various stages of the decision- making process and the study's limitations and implications were discussed.

Keywords

References

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