The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Effects of omni channel characteristics on consumers' perceived risk, attitude, and intention

옴니채널(Omni Channel) 특성이 소비자들의 지각된 위험과 태도 및 이용의도에 미치는 영향

  • Hong, Jung-min (Dept. of Fashion Design & Marketing, Seoul Women's University) ;
  • Shin, Su-yun (Dept. of Fashion Design & Marketing, Seoul Women's University)
  • 홍정민 (서울여자대학교 패션산업학과) ;
  • 신수연 (서울여자대학교 패션산업학과)
  • Received : 2018.04.25
  • Accepted : 2018.06.11
  • Published : 2018.06.30
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Abstract

Currently, dramatic change had led to the growth of the distribution environment and the retailer's distribution channel. This change had shifted the 'single channel' to 'multi channel', and from 'cross channel' to 'omni channel'. While fashion companies using omni channel are rapidly growing, few research regarding omni channel had been done in academic field. In this study, we examined the influence of omni channel characteristics on consumers' perceived risk as well as consumers' perceived risk toward attitude and intention to use omni channel. We surveyed 696 male and female respondents aged 20 to 40 who lived in Seoul and the metropolitan area. Using AMOS 20.0, factor analysis, reliability analysis, and structural equation model analysis were performed to verify the model of this study. The results were as follows. First, omni channel's instant connectivity, location-based provability, interactivity, and entertainment factors did not decrease impacts on the perceived risk related to privacy and annoyance. Second, omni channel's instant connectivity and entertainment did not increase effects on the perceived financial risk, and location-based provability and interactivity did not increase effect on perceived financial risk. Third, the perceived risk concerning omni channel did not decrease on consumer attitude toward omni channel. Fourth, consumer attitude toward omni channel influenced the intention to use omni channel significantly.

Keywords

References

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