• Information Systems Review
• /
• v.23 no.4
• /
• pp.165-182
• /
• 2021

In nowadays, Covid-19 has transformed patterns of consumers' behavior into a non-face-to-face mode. As the patterns of consumption have been digitalized, it has become a daily routine for consumers who perform so-called shadow work, which involves unpaid jobs that they have to do by themselves. In mobile grocery service context, consumers' shadow work could lead to shopping avoidance as well as switching toward other shopping channels. Thus, this study is to examine how consumers' perception of shadow work affect mobile shopping avoidance and switching intention toward other shopping channels. This study collected 283 survey data from online respondents who have experience on subscription services for ordering groceries in online. We also tested our research model by using partial least squares. Based on our results, this study has found that the perception of shadow work had a positive effect on mobile shopping avoidance as well as switching intention. We expect that our findings could contribute to relevant research on shadow work and suggest practical implications for digital platforms dealing with subscription business models

• Journal of Distribution Research
• /
• v.12 no.3
• /
• pp.69-90
• /
• 2007

This study is set out to investigate the factors that influence customers' behavior of choice and switching between online and offline channels, separating the purchase decision into two stages, i.e., information search and purchase. Factors influencing channel choice are found to differ from stage to stage. The main results of this study are as follows. At the information search stage, customers' channel knowledge had impacts on the choice of the channel. Customers are more likely to visit offline bookstores when they have hedonic shopping orientation and higher involvement level with books. On the contrary, customers are more apt to search online when they have a lot of online shopping experiences. At the purchase stage, the results varied according to the search channel. When customers search for information online, the following variables lead to online purchases: online shopping experiences with books, price-focused shopping orientation, and time availability for shopping. Perceived risk made customers purchase offline even though they searched online. In case of offline searching, customers with more convenience-focused, hedonic-focused shopping orientation and less tim availability purchased offline.

• Proceedings of the Korean Society of Broadcast Engineers Conference
• /
• 2017.06a
• /
• pp.14-17
• /
• 2017

인터넷의 발달과 스마트 디바이스의 등장은 기존의 쇼핑구조 및 쇼핑방식에 큰 변화를 가지고 왔으며, 소비자의 일상생활에도 주목할 만한 질적 성장과 발전을 이루게 하였다. 특히, 쇼핑구조는 소매점에서 대형 쇼핑몰로 오프라인 구매에서 인터넷과 스마트 디바이스를 통한 온라인 구매로 변화하고 있고, 쇼핑방식도 오프라인 매장에서 인터넷, 모바일 등 복수 채널을 종합해 고객경험 관리를 최대화하기 위한 옴니 채널의 형태로 급격하게 변하고 있다. 그러나 기존의 옴니 채널은, 고객의 상품 구매 경험을 극대화 시키는 데 중점을 두었기 때문에, 고객 입장에서 보면 채널별 제품정보(가격, 환불정책, 배송정보, 공급점포의 위치 등)의 부족 및 일관성이 결여되어 있어 최종 구매결정까지는 시간이 걸리고, 구매한 제품에 대한 만족도가 낮아서 반품 비율이 상당히 높은 것이 현실이다. 마찬가지로, 유통업체 입장에서 보면 제품의 유효기간, 재고 관리 등 유통과정에 있어서의 제품정보의 일관성이 결여되어 있어, 완전하고 정확한 최신 제품정보의 제공을 통한 소비자의 구매 유도에 큰 어려움을 겪고 있다. 본 논문은 멀티미디어(영상 및 음성) 식별기술을 이용하여, 기존(고객중심)의 옴니 채널이 가지고 있는 문제점을 해결하여, 소비자 및 유통업체에게 구매 및 관리에 충분하고 일관성이 있는 "제품정보 중심의 옴니 채널" 유통모델 및 구현에 관한 방법을 설명한다.

• Journal of Digital Convergence
• /
• v.18 no.6
• /
• pp.255-269
• /
• 2020

This paper aims to analyze the factors influencing consumer's choice of smartphone purchase channel in multichannel environments. Recently, smartphone purchase channels are becoming more complex and diverse. A smartphone with a short purchase cycle is a product applying advanced technology, the research of this topic would be significant. The major findings of this study are as follows. First, depending on the consumer's shopping orientation, the consumer group was classified into three groups of preference 1. Active shopping, 2. Convenient shopping, and 3. Rational shopping. Second, it was analyzed that the consumer's shopping orientation influenced the decisions of the information search channel and the purchase channel. Third, there was a significant difference between the search and purchase channels in the three groups. Finally, in the channel experience, there was a significant difference in price satisfaction by group. The results of these studies are expected to provide practical implications for establishing a customized multi-channel strategy. This study provides a desirable model for research on smartphone purchase channels.

• Journal of Distribution Research
• /
• v.8 no.2
• /
• pp.1-18
• /
• 2003

This study has tried an integrated approach toward consumer response difference between the online internet shopping mall and the off-line department store focusing on the moderating role of shopping value according to shopping situation. This study has analyzed consumer behavior differences between online and off-line channel formats in one framework and identified differences in consumer behaviors between the two channel formats. Managerial implications of this paper include measuring the effects of the integration of online and off-line channel and developing multichannel strategy. This paper suggests marketers to develop channel strategies based on customer segmentation criteria reflecting different consumer shopping value between online and off-line channel formats rather than developing strategies based only on the conventional marketing mix.

• The Journal of Society for e-Business Studies
• /
• v.16 no.4
• /
• pp.283-299
• /
• 2011

In this paper, we draw upon Task-Technology Fit theory to investigate the fit attributes which impacted on customer preference over three virtual shopping channels which included TV home shopping, Internet shopping, and broadband applications, i.e. IPTV. The fit attributes also reflected the product category contingency, which is classified based on the degree of quality assessing difficulty on the web, such as quasi-commodity, look and feel goods, and look and feel with variable quality goods. Using the collected survey data, we employed stepwise regression analysis to validate the fit attributes in the context of performing virtual shopping task via those three distinctive media technologies. Furthermore, through ANOVA test with Duncan statistics, we reported comparative intensity of the valid fit attributes across the product categories and distinct media technologies. The results validated four critical fit attributes and significant distinctions among product categories and three virtual shopping channels. The findings provide practical insights in distribution channel design exploiting digital convergence technologies.

• Journal of Korea Society of Industrial Information Systems
• /
• v.25 no.3
• /
• pp.61-82
• /
• 2020

This study was conducted to investigate the transformation of shopping behavior from showrooming to webrooming under multi-channel environment. By applying the push-pull-pooring (PPM) theory, we conceptualized the lack of utilitarian shopping value of showrooming as a push effect, the experiential shopping value of webrooming as a pull effect and the showrooming lock-in as mooring effect. Using structural equation model based on 276 sample data, we identified that the utilitarian shopping value of showrooming and the experiential shopping value of webrooming have a positive effect on the intention of webrooming, and that the showrooming mooring had a negative effect on the intention of webrooming.

• Journal of Digital Convergence
• /
• v.14 no.7
• /
• pp.403-409
• /
• 2016

This study is a food shopping experience of omni-channel. Food threats and healthy living concerns bring different channels in led to increase reasonable way such as various demand. Omni-channels should be premised on understanding customer behavior as well as empirical user types in which considerations including the value of experience and understanding consumer behavior. Online survey result showed that, (1)offline food shopping, major retail store with quality, buy fresh food directly 2~3 times a month (2)online food shopping, e-commerce site with costs, buy fruits & nuts 2~3 times a month. After in-depth interview with eight high quality participants, I analyzed needs for food shopping experience in regard to the four steps food purchasing journey then derived a persona with integral value 'health' and 'diet'. It is classified into two types. One is the primary persona, family and health oriented, considering household money 'saving', and other is secondary persona, work and personal oriented, looking forward to 'automatic supply'. The result of this study provided an insight that help us explore ways to resolve function and services in the context of a healthy and balanced diet for improving food shopping experience of omni-channel.

• Information Systems Review
• /
• v.19 no.3
• /
• pp.179-199
• /
• 2017

As users' cross-over shopping behaviors become more popular, many studies have attempted to describe a theoretical mechanism in multichannel environments. Apart from explaining a simplified multichannel user behavior, relevant researchers must deeply understand the mechanism of users' cross-over shopping behavior, which cannot be discovered by employing either existing theories or traditional research methods. Thus, this study explores why, how, and when users conduct cross-over shopping behaviors in multichannel environments by employing a grounded theory approach. In this study, we have interviewed 25 participants who have prior experiences in cross-over shopping. By analyzing the interview manuscripts using the grounded theory approach, we have extracted 118 codes in the coding steps and ultimately presented 28 categories by incorporating similar concepts from those codes. In this qualitative grounded theory study, we have discussed why, how, and when users do cross-over shopping behavior based on our selected codes and categories as well as by listening to the stories of our interviewees. By grounding our proposed framework, which can capture both dynamic information search and purchasing behavior, this study provides an alternative research approach to explain user behavior, thereby bolstering our current understanding of the cross-over shopping behavior of users in multichannel environments.

• Journal of Intelligence and Information Systems
• /
• v.22 no.1
• /
• pp.19-41
• /
• 2016

Recently, the proliferation of mobile devices such as smartphones and tablet personal computers and the development of information communication technologies (ICT) have led to a big trend of a shift from single-channel shopping to multi-channel shopping. With the emergence of a "smart" group of consumers who want to shop in more reasonable and convenient ways, the boundaries apparently dividing online and offline shopping have collapsed and blurred more than ever before. Thus, there is now fierce competition between online and offline channels. Ever since the emergence of online shopping, a major type of multi-channel shopping has been "showrooming," where consumers visit offline stores to examine products before buying them online. However, because of the growing use of smart devices and the counterattack of offline retailers represented by omni-channel marketing strategies, one of the latest huge trends of shopping is "webrooming," where consumers visit online stores to examine products before buying them offline. This has become a threat to online retailers. In this situation, although it is very important to examine the influencing factors for switching from online shopping to webrooming, most prior studies have mainly focused on a single- or multi-channel shopping pattern. Therefore, this study thoroughly investigated the influencing factors on customers switching from online shopping to webrooming in terms of both the "search" and "purchase" processes through the application of a push-pull-mooring (PPM) framework. In order to test the research model, 280 individual samples were gathered from undergraduate and graduate students who had actual experience with webrooming. The results of the structural equation model (SEM) test revealed that the "pull" effect is strongest on the webrooming intention rather than the "push" or "mooring" effects. This proves a significant relationship between "attractiveness of webrooming" and "webrooming intention." In addition, the results showed that both the "perceived risk of online search" and "perceived risk of online purchase" significantly affect "distrust of online shopping." Similarly, both "perceived benefit of multi-channel search" and "perceived benefit of offline purchase" were found to have significant effects on "attractiveness of webrooming" were also found. Furthermore, the results indicated that "online purchase habit" is the only influencing factor that leads to "online shopping lock-in." The theoretical implications of the study are as follows. First, by examining the multi-channel shopping phenomenon from the perspective of "shopping switching" from online shopping to webrooming, this study complements the limits of the "channel switching" perspective, represented by multi-channel freeriding studies that merely focused on customers' channel switching behaviors from one to another. While extant studies with a channel switching perspective have focused on only one type of multi-channel shopping, where consumers just move from one particular channel to different channels, a study with a shopping switching perspective has the advantage of comprehensively investigating how consumers choose and navigate among diverse types of single- or multi-channel shopping alternatives. In this study, only limited shopping switching behavior from online shopping to webrooming was examined; however, the results should explain various phenomena in a more comprehensive manner from the perspective of shopping switching. Second, this study extends the scope of application of the push-pull-mooring framework, which is quite commonly used in marketing research to explain consumers' product switching behaviors. Through the application of this framework, it is hoped that more diverse shopping switching behaviors can be examined in future research. This study can serve a stepping stone for future studies. One of the most important practical implications of the study is that it may help single- and multi-channel retailers develop more specific customer strategies by revealing the influencing factors of webrooming intention from online shopping. For example, online single-channel retailers can ease the distrust of online shopping to prevent consumers from churning by reducing the perceived risk in terms of online search and purchase. On the other hand, offline retailers can develop specific strategies to increase the attractiveness of webrooming by letting customers perceive the benefits of multi-channel search or offline purchase. Although this study focused only on customers switching from online shopping to webrooming, the results can be expanded to various types of shopping switching behaviors embedded in single- and multi-channel shopping environments, such as showrooming and mobile shopping.